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News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Gunn Report

Contains the creative for the 'Dark To Light' campaign for Gucci Guilty by the agency MediaCom in the UK.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Case Study

Thorn, a lighting brand from the parent company Zumtobel Group, launched its new range of LED lighting by illustrating its products as characters.

News

PARIS: Following a hugely successful Instagram campaign that showed how easy it was to miss the signs of alcoholism, a French addiction support organisation, Addict’Aide, needed to continue the story; through an immersive experience, the 2017 ...

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

News

PARIS: Ditching a number of ad tech vendors has helped leading French news brands Le Figaro and Le Monde significantly increase their video ad revenue.

Gunn Report

Contains the creative for the 'A World With No Heroes' campaign for Ubisoft Ghost Recon Wildlands by the agency DDB in France.

Gunn Report

Contains the creative for the 'My Mutant Brain' campaign for Kenzo in France.

News

PARIS: Voice assistants are set to become a dominant mode of consumer interaction in the next three years, according to new research which also indicates spending by existing users via voice will grow as much as sixfold in the next three years.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Case Study

Promoting its return to endurance racing, automobile company Ford reinforced its brand opinion in Europe focusing on the 24 Hours of Le Mans.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

Booking.com, an online travel agency, launched a digital campaign, ‘Booking Loves’, in France, Germany and the UK to generate site traffic by creating targeted video content.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

An innovative cross-device campaign helped Leroy Merlin, the international home improvement company, target tablet users in the right context in France.

Case Study

Subway, the fast food chain, used targeted mobile advertising to let consumers know how close the nearest store was to them to increase footfall in France.

News

LONDON/PARIS: As France imposes a requirement on advertisers to flag up retouched photographs of fashion models, an agency figure has highlighted the wider trend towards ‘authenticity’ as a factor in changing attitudes.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.