Andrea Stillacci and Luc Wise announced in Cannes today the launch of their new agency Herezie. The start-up - created in partnership with Cheil Worldwide - will also benefit from the experienced backing of Pierre Callegari, one of French advertising’s most successful entrepreneurs.

Andrea Stillacci, Herezie’s President and Executive Creative Director, has won over 40 international awards during the past 3 years for his film, digital, press, poster and integrated campaigns. His diverse background – acquiring a Masters in Economics (INSEAD,) Music DJ and contemporary art critic brings a unique perspective to the agency. Under Stillacci’s leadership, Grey Paris was named as the 10th most awarded agency of WPP Worldwide and the most awarded French agency in Cannes 2009.

Luc Wise will take on the role of Managing Director and Head of Strategy. Since 2003, Wise has been a Head of Strategy and Shareholder of .V. Paris (DDB Group). This Franco-British planner, who studied SPS at Cambridge University, has been at the origins of many widely acclaimed campaigns, including work for Volkswagen, Neuf Telecom, 118 218, Renault, SFR Vodafone and Skoda. His strong experience in brand building, along with Stillacci’s multi-disciplinary background will lead the front line of Herezie.

“At Herezie, we believe that the strongest, most effective ideas in all fields of human achievement – business, but also art, music, science or sport – have always come from heresy; ideas that challenge and reshape the existing “orthodoxy,” say Stillacci and Wise.

Pierre Callegari, founder of the first independent agency in France, Callegari Berville and president of Grey France from 2000 to 2008, will also have a role within Herezie as Associate Co-Founder. His 30 years of successful entrepreneurial experience in the French Advertising industry will help establish and guide the start up agency.

Cheil Worldwide, the largest advertising & marketing agency in Korea, has over the past two years established an acquisitions portfolio which includes leading international agencies, such as London’s award winning BMB (Beattie McGuinness Bungay,) The Barbarian Group, a highly reputable US digital agency and Open Tide China, another top digital agency in China.

Herezie will be independently structured with Cheil being a minority shareholder. Cheil will also offer support to Herezie with its global networks to develop new clients.

Commenting on this alliance, Bruce Haines, President and Global COO of Cheil Worldwide said, “Through this partnership with Herezie, we are confident that we will be able to extend our global capabilities in France, and eventually other markets in the region. We couldn’t be happier to work

with a truly, top-class team and we believe that their expertise and vision will lead us to the next phase of our growth.”

The name of the agency is inspired by the definition of the word heresy : “a novel change that challenges the established dogma” (from the ancient greek Haeretikos meaning “able to choose”).

Indeed, the founders of Herezie believe that in times of great economic and technological change, it is more than ever necessary to challenge the existing communications “orthodoxy” and offer an alternative agency model capable of creating novel business solutions for brands. Drawing upon a wide-range of multi-disciplinary talent, Stillacci and Wise firmly intend to bring a dose of “heretical” thinking to ad land. Are you ready of Herezie ?