Grey Advertising doesn't have the reputation as a creative powerhouse, but tomorrow it will "walk on the wild side" by featuring legendary 1960s seminal rock band Velvet Underground front man Lou Reed at the Annual Legends of Music Seminar at Cannes.
The 71-year-old Reed will appear fresh from his successful liver transplant.
He'll share his thoughts about the creative process during an interview by Tim Mellors, Grey's vice chairman and worldwide creative director, and be introduced by CEO Jim Heekin.
The Brooklyn-born Reed wrote "Walk on the Wild Side," "Sweet Jane" and "Coney Island Baby" among other gems. Andy Warhol was his mentor during the glory days at The Factory studio in New York.
Grey, which bills itself as "famously effective since 1917," has presented cutting-edge artists at Cannes, such as Yoko Ono, Patti Smith as well as more mainstream singers such as Tony Bennett and Deborah Harry.
It represents all-America clients Procter and Gamble, Radio Shack, NFL, T.J. Maxx and Darden Restaurants (Red Lobster, Olive Garden).
Following the transplant at the Cleveland Clinic, Reed, a former heroin user and alcohol abuser, declared himself "a triumph of modern medicine, physics and chemistry."
The song writer/singer/photographer does have a connection to adland. Reed was a pitchman for Honda motorcycles during the 1980s.