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France

France is a major advertising market, and is in the top 10 markets worldwide. Investment in digital channels in France is relatively high compared with other markets, and has already overtaken investment in TV advertising.

Key Reading

Important papers from across the Warc database

This paper demonstrates how the French government used "nudging" to improve its digital tax administration. It goes on to propose some general guidelines on the best use of 'nudge design' as a way of increasing ROI – relevant in France, and internationally.
Successful French companies have a distinctive value proposition and a strong focus on emerging markets.
Research on the differences between digital consumer behaviours in France, Germany, and Great Britain.
Predicted advertising expenditure across 12 key markets, including France, for the next two years.
The gold standard in marketing communications effectiveness across multiple European markets.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study explores how Passage du Desir, a company focused on the sustainable development of a couple, launched a campaign in France to promote its sexual stimulating treatment 'Chronoerect'.
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Article

This paper describes a system by Médiamétrie which measures the audience for TV programmes in France across four screens: TV, desktop, tablet and smartphone.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Article

This event report details how Samsung, an electronics company, is using virtual reality (VR) for consumer research in France.

Article

This article summarises some of the paradoxes which characterise the millennial generation, based on research carried out by Landor.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Article

This brief article rounds up the international forecasts for 2016.

Article

This article highlights six factors to take into account when considering using technology in marketing campaigns.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This article summarises some of the paradoxes which characterise the millennial generation, based on research carried out by Landor.

  3. Article

    This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

  4. Article

    This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.

  5. Article

    This case study demonstrates how Intermarché, the third largest supermarket chain in France, rehabilitated the non-calibrated and imperfect fruits and vegetables to increase sales.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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