Symonne Torpy is an Australian creative who calls Paris home. Dream life, yes? She is also head of cross-channel conception at BETC, so dream job also. Her mantra is “working in an ad agency is a bootcamp for life”. We thought that – and Symonne – were worth exploring.
The Stable: Why is working in an ad agency a bootcamp for life?
Symonne Torpy: Our part of adland is an intense microcosm. It’s fast-tempo and competitive, it’s driven by negotiation and problem solving (both internally and in concert with clients). As a creative, it demands constant inspiration, innovation, and flexibility. If you want to thrive, you need to fill yourself up with experiences, references, and learnings. Drink deeply, eat widely, open your eyes, listen, feel all the feelings. Then, stitch the relevant pieces into something that makes beautiful sense.
You must critique yourself and others, but also step back and marvel at what you make, before seeking the next challenge. There’s a great deal of collaboration, and that helps you build emotional intelligence along the way.
I think all these skills and reflexes are incredibly important when it comes to building a life.
The Stable: Tell me about your role as head of cross-channel conception at BETC.
Symonne Torpy: I was lucky to have two inspiring, hyper-intelligent women lead my interview process at BETC, Florence Bellisson and Marie Roquelaure. Have a coffee with either of them. You won’t be sorry. We discussed what I could offer the agency and created a hybrid role that was adapted to my skills. The job includes content innovation, strategic conception and 360° campaign creation. The title itself is a mouthful, but I’m extra, and it’s made-to-measure (literally couture).
The Stable: You began your career as a journalist. Why did you want to move into advertising?
I’ve always introduced myself as a writer. Title yourself for the job you want! I started writing poetry in primary school, thinking I’d be some kind of prolific bard. The tenor shifted in high school. I dipped my nib into political writing, opinion pieces, and mini memoirs (as you do when you’re a teenager and think you’re queen of the universe). In university, I experimented with different forms; dabbled in the slam poetry scene, did live readings on radio. I also had a Carrie Bradshaw phase (who hasn’t?), wrote about my sex life and bought a ton of fabulous thrift store shoes. It was only when I got to Paris and strutted into a fashion journalism professor’s office that I realised I could parlay my writing flair into a fashion journalism career. I definitely fell for the glitz and glamour of the Fashion Week scene, the street peacocking and the champagne. But in the end, the job was seasonal. I needed money to live, and stability to lock in my French working visa. More than that, I had a taste for the finer things, and I wasn’t going to keep affording cappuccinos at Le Meurice if I didn’t get myself sorted. I started cold-emailing anyone in any kind of communications-related industry, until I found someone willing to hire me. The first agency door was opened, and I never looked back.
The Stable: What triggered the jump from Sydney to Paris? What made you stay?
Symonne Torpy: I discovered Paris as a 12-year-old tourist with my family. I can pinpoint the moment I fell incurably in love with the city. I was leaning against the window of a bus, pulled up at a stoplight. You know that touristic saturation point when all the museums and monuments melt together into a single 16th century church? That mood. Well, a man in a blue Toyota hatchback pulled up beside the bus, caught my eye through the window and smiled. He began to play charades, folding his palms together into a pillow as if to ask, “Why so sleepy?”. Then, he fluttered his hands into little birds, pecking against his window. We laughed together. Two strangers in two vehicles in two universes at a stoplight. From then on, I swore to myself I would make it back to live and love in the place where such magic existed. Despite such a strong conviction this would one day happen, I never truly applied myself to learning the language, until I got to Paris at the age of 22. Merde. Oh, and there was never a question of going back to Sydney. Paris is home.
The Stable: How and why did you make the shift into luxury and fashion advertising?
Symonne Torpy: Fashion and luxury are simply part of my personality. I made a promise to myself to never leave my apartment wearing anything Bill Cunningham (vale) would not want to shoot me in. Maybe that’s super pretentious, but I’ll own it. I love beautiful things, rich fabrics, interesting silhouettes, intense colors, fabulous food, surprising experiences. All my passions come together to make me very happy in this space.
The Stable: And your mentoring? What would you say to those heading into or out of the industry ?
Symonne Torpy: I’m a firm believer that relationships are at the heart of personal growth. A lot of people had to take a chance on me to get me where I am today. And it’s important that I pay that forward. I get a lot of fulfillment from sharing insights and advice on how to break into the industry, how to translate skillsets, how to build a portfolio or edit a resumé.
I’d say if you’re looking to break into luxury advertising, get out there and meet as many people as possible. Write emails (or letters, which can set you apart in this hyper-digital world), go to events, talk to people, have something witty to say.
Learn to edit your work, but never your personality. Speak up when you have a strong opinion but know when to shut up and listen. Always share your gratitude. Feed your inspiration. Consume media widely, read a lot, be culturally savvy. And figure out which of your talents can be leveraged to create the content you’d want to consume.
For those heading out of the industry, you’re probably armed with some kick-ass problem-solving skills and cultural knowledge, so go forth and flourish.
