Get a demo Do I subscribe? News sign-up

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 describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

Case Study

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Case Study

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.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Case Study

This case study describes how Vype, the e-cigarette brand, launched in the UK, France, Italy, and Poland, by rejecting conventional vaping ads that replicated 20th century tobacco advertising.
View all case studies on this topic

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.

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.

Article

This brief article rounds up some statistics on forecasts and predictions for 2016.

Article

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Article

This case study describes how Instagram, the image-based social network, deployed cultural insight within a multi-method approach to understand how advertising should evolve in the current cultural context.
View all articles on this topic
  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 case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

  3. 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.

  4. Article

    This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

  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.

View everything on this topic

Want to find out more? Contact us