French marketing, consumers & brands


Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Michel Laroche, Marcelo Vinhal Nepomuceno and Marie-Odile Richard, International Journal of Advertising, Vol. 33, No. 4, 2014
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of humorous print ads from China, the United States and France.

Warc News, 04 November 2014
PARIS/NEW YORK: French holding company Publicis Groupe has announced the acquisition of leading independent digital ad specialist Sapient, a move which Sir Martin Sorrell described as "the behaviour of a jilted lover".This was in reference to the col.

Mattijs Devroedt, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Expedia, the internet-based travel company, cut through a crowded category with an emotion-led campaign to increase profit margins in Europe.

Warc News, 16 October 2014
PARIS: Groupe BPCE, one of the largest banks in France, has joined forces with social network Twitter to allow its customers to make financial transactions via tweets.The service will be run by S-Money, the bank's mobile payments division, enabling T.

Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Expedia, the online travel brand, used a single creative idea to tackle two different business problems in the UK and France.

Andrew Green, International Journal of Market Research, Vol. 56, No. 5, 2014
Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.

Warc News, 16 September 2014
PARIS: Netflix, the US-based OTT video streaming service, is expanding across Europe, with yesterday's launch in France the first of several across the continent.The move marks a development that is expected to boost the OTT video market to around $4.



Dior J'adore

Relaunching one of France's most iconic beauty brands


Letter from Paris

What is France doing right – and how can it be copied?


Analysis from eYeka

Why online content creators are not all created equal


Canal+: The Bear

How a funny ad boosted a French premium TV service