Emily in Paris? This Time, It’s Me
- Napisa Nakpresha
- Jun 23
- 2 min read
When you picture an ad agency, what comes to mind? Maybe sharp suits, skyline views, and big ideas flying around like in Mad Men. But when I think of advertising in Paris, I think of Emily in Paris, an energetic American marketer stepping into a French office and facing a work culture completely different from what she knows.
I used to wonder if that contrast was just Netflix fiction or if French work life really had its own rhythm. Then I got to see it firsthand during a visit to European Digital Group (EDG), a firm specializing in digital transformation. Founded in 2019 by Vincent Klingbeil and Montefiore Investment, EDG helps companies grow through strategy and creativity.
A Parisian Office with Personality
EDG’s headquarters on Rue La Boétie holds classic Parisian charm, with ornate balconies, tall windows, and quiet elegance. But step inside, and it’s a different world: bright, minimal, and built for ideas. Unlike New York’s high-rise offices, this space reimagines tradition with care, a thoughtful contrast that reflects the way EDG works.
Strategy Over Scale
Our session began with a welcome from Vincent Klingbeil, the founder. He explained that while the United States often chases scale through tech startups, France leans into service. It is about human insight, tailored strategy, and solutions powered by expertise and supported by data.
One line from him stayed with me: “To be optimistic, to be resilient.” That mindset echoed across each firm we visited.
Campaigns That Honor History
At Orès, we saw how storytelling can carry meaning that transcends visuals. Creative Director Julien Boulard shared a Honda campaign that subtly embedded the Japanese word “夢,” meaning dream, into the design to reflect the philosophy behind Honda DreamTech innovation. It was a quiet detail, but one filled with cultural depth and intention.
Later, in a one-on-one conversation, he shared an insight that inspired me: “Great work begins with understanding the brand and its purpose.”
Like Emily, I had my own pitch moment at Follow agency. There, I also learned how strong ideas are built by combining data with creativity.
So, Was Emily Right?
In some ways, yes. The rhythm is different. But in that difference, I found meaning. They honor tradition, elevate ideas, and create with care.
I came to Paris curious, wondering what was real.
I left with something more.
And this time, the story was not just Emily’s...
It became ours.
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