The motivation behind the agency’s move is based around the way that media is evolving, and the fact that 63% of consumers are disappointed with the ways that brands try to engage them: “On top of that, 86% of consumers consider that content is very important to brands,” Elisabeth Billiemaz, president of Les Gaulois, said.

“So for us it’s important to be here and to start to forge relationships with producers, because the TV sector is huge, and MIPTV is an ideal place to do that. It offers us an opportunity to speak to the very best content producers,” Billiemaz said.

Billiemaz is also hoping to find new ways to engage consumers: “Great content touches people emotionally and it can also be genuinely inspirational, and of course we want to be part of that process. And as an advertising agency we need to find new editorial lines, and to do that you have to be at the centre of the content production industry. I’m particularly impressed by what (Canal+’s mobile-focused outfit) Studio+ is doing, producing series with 10 episodes of 10 minutes, and of course it’s an area that we see as very promising for the brands with whom we work.”

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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