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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.

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