CIRCUS! Advertising: 30 Years of Stories, Ideas, and Commitment

CIRCUS! Advertising has celebrated its 30th anniversary on Thursday, November 13, at Bagatelle. The evening began with the premiere screening of the documentary "La Grande Idée," produced by CIRCUS! and directed by David Constantin, followed by a festive gathering at Flying Dodo with guests and collaborators celebrating this milestone.

In 2025, CIRCUS! Advertising marks 30 years of creativity, collaboration, and projects that have shaped the local advertising landscape. Founded by Thierry Montocchio in 1995, the agency has thrived on the belief that creativity holds value only if it is meaningful, relevant, and influential. CIRCUS! embodies a philosophy of a diverse team where every talent contributes their artistry, energy, and sensitivity to bring collective ideas to life.

Like a true circus, each act demands precision, rigor, and coordination. The agency maintains this standard by blending method and creativity, research and intuition, to design strategies and campaigns that consistently strike the right balance between emotion and effectiveness.

The theme of this anniversary, "30 Years of Inspiring Mauritius," reflects an ongoing dialogue with the territory, cultures, trends, and aspirations of audiences to create projects that resonate with everyone.

To commemorate this milestone, CIRCUS! gathered partners, clients, and collaborators on November 13 in Bagatelle for an anniversary celebration featuring the premiere of the documentary "La Grande Idée," produced by CIRCUS! and directed by David Constantin. The evening continued at Flying Dodo, where guests and collaborators enjoyed a convivial and festive atmosphere.

The documentary "La Grande Idée," directed by David Constantin, offers an author's perspective on advertising in Mauritius and its ability to illustrate the social, cultural, and economic transformations in the country. Rather than a mere retrospective of the agency, the film provides a profound analysis of advertising's role: how it reflects societal changes, interacts with audience aspirations, and contributes to the construction of collective imaginations.

The film includes voices from CIRCUS! as well as other creatives and leaders from local agencies, presenting a plural and nuanced view of the sector. Through this lens, the documentary highlights the cultural and societal impact of advertising and its ability to reveal the tensions, dynamics, and inspirations that have shaped the industry for decades.

Since its inception, CIRCUS! has built its identity around creativity, boldness, and diversity. The agency has never been static: each project and collaboration has evolved its methods, expertise, and storytelling approach. This dynamism has allowed CIRCUS! to stay close to brands, understand their challenges, and propose solutions that transcend traditional communication.

As Vincent Montocchio, Managing Director & Chief Creative Officer of the agency, states: "For 30 years, our work has been about building robust strategies and bringing them to life through creativity. Each project must tell a story, evoke emotion, and create real impact for brands and their audiences. With the rise of social media and AI, the landscape has changed: content is multiplied, consumers and stakeholders are more demanding, expecting authenticity and responsibility. To stand out, it’s no longer enough to create beautiful images; one must understand audiences, strategize, innovate, and surprise. This ability to blend imagination with strategic know-how defines the value of our profession and has guided our approach for three decades."

The agency acts as a strategic partner, supporting clients—both local and international brands, as well as large corporate groups—at every project stage, providing expertise in corporate branding, brand positioning, and influence strategies. Each project becomes a vehicle of meaning and emotion, capable of uniting teams, captivating consumers, and supporting brand ambitions, all while maintaining a balance of rigor, strategic vision, and creativity.

This ability to evolve and adapt while remaining true to its values and creative approach characterizes the spirit of CIRCUS! and explains its longevity and relevance after 30 years in a constantly transforming market.

In its early days, CIRCUS! primarily supported B2C brands with a strong advertising focus. Over the years, the agency expanded its scope to become an integrated structure capable of addressing all aspects of its clients' communication and reputation challenges. It now offers two new key areas of expertise:

Public Relations and Influence Strategies: a department managing brand reputation, press and media relations, corporate and event communication, and influence strategies. The team supports clients in their messaging, crafting coherent and impactful communications for all stakeholders.

Research and Monitoring: a department dedicated to analyzing behaviors, trends, and market dynamics, with a particular focus on media monitoring and competitive ecosystem surveillance. These analyses inform strategy and guide creation, ensuring relevant and effective campaigns. This approach allows CIRCUS! to combine creativity, strategy, data, and storytelling, providing comprehensive solutions beyond mere advertising communication.

In recent years, CIRCUS! has expanded its operations beyond Mauritius. The agency supports brands across the Indian Ocean, East Africa, and Europe. This gradual opening has enhanced its multicultural expertise and storytelling skills, becoming a major development focus for CIRCUS! in the coming years.

CIRCUS! has consistently garnered recognition for the quality and relevance of its work, being shortlisted at Cannes Lions in 2022 for "Creative Strategy" and awarded at the Flame Awards as Agency of the Year at the African Cristal Festival in 2025, reflecting the excellence of its projects in both creative and strategic domains.

As CIRCUS! celebrates its 30th anniversary, it reaffirms its commitment to growing brands from here and abroad, with strategy and creativity at its core. This journey continues with the same energy, curiosity, and determination to explore new ideas, always in dialogue with the island that inspires it, while asserting its ambition to expand even further internationally.