[En direct des agences] News of the week

by bold-lichterman

Budgets, web campaigns, figures, high-tech, new media… A look back at the latest news in communication, marketing and advertising this week.

Web

The communication agency Groupe 361 recently carried out a video original in which two professional graffiti artists create a work entirely in ketchup on a canvas measuring 1.70 meters in diameter! The game “Heinz Art Challenge” is therefore to create his work virtually on a plate with ketchup, and to submit his creation to try to win a batch of plates customized with his own realization.

Let Your body Drive. Here is the signature of the new Peugeot 208 global campaign. Imagined by BETC, the device is based in particular around an interactive film, from which Internet users can themselves choose the scenario.

Zorba agency and Guerlain announce the launch of a web series with Michelle Yeoh, the new Guerlain ambassador since October 2011. The official launch of the operation took place on February 15. The web series consists of five episodes of approximately 2 minutes each on the Orchidée Impériale comprehensive care line.

Amor Amor by Emma, the social web series in the world of perfume designed by Dagobert for Cacharel is entering a new season. Launched in December 2010, digital fiction is based on the brand’s Facebook page which becomes the “extime” newspaper of Emma, ​​a 20-year-old girl, who gives herself every day in 3 languages ​​to her community on such diverse subjects. than friendship, love, fashion and of course the Amor Amor perfume. The fan community interacts with her and influences her story.

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The Casino group is launching into Social CRM with Business lab by offering a new platform called C’You.com. The idea: let consumers speak and adapt the in-store offer according to their publications.


Business

After a fruitful collaboration of several years through on and offline events with the Passage Piéton agency, Procter & Gamble entrusts the latter with the social activation of its brands.

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GaultMillau.fr, a major brand of gastronomy has selected 24/7 Real Media as exclusive advertising agency. This new partnership allows 24/7 Real Media to expand its offer of Art de Vivre sites. The 24/7 Real Media Art de Vivre Pack would represent 2.2M VU. Gault & Millau therefore joins supply sites such as AtelierDesChefs.fr, or Gustave.com.

StickyADStv wins the call for tenders for the monetization of video content from MCS Group’s sites and applications.

A new media agency is created within the Publicis group. Baptized FMCG, it will be directed by Alexandra Najdanovic.

Axance opens a new laboratory in Paris dedicated to the digital world. Since July, Axance has set up in the heart of Paris, on the Grands Boulevards, a stone’s throw from the Bourse district, a hotspot for digital innovation.


Media

I-Télé and Owni have just set up the Veritometer 2012. A real fact checking tool, the web application will consist of verifying, in real time or almost, the comments made by politicians.

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Mon Special K and lefigaro.fr/madame extend their collaboration with the launch of the iPad application Kellogg’s MonSpecialK Mag. Developed by TCMC, the application offers a new range of services and information to support women on a daily basis and help them feel good about their body.

Agence France-Presse and Relax News are launching a daily newspaper devoted to “lifestyle” subjects, which can be consulted on tablet. In particular, it offers “entertainment, travel, high tech, luxury and health” content.

For the past few days, the women’s magazine Be of the Lagardère group has been available on Ipad, as has the magazine Marie Claire Maison.

After a variation of Rue89 Lyon, the pure player has just launched a new version with Rue89 Strasbourg. This edition will be headed by Pierre France, a former Web journalist for the Latest News from Alsace who will work alongside two other journalists and a graphic designer. Rue89 Strasbourg will operate as a franchise.

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