I does not have a single English furniture6 of market share in Europe compared to 22The unsuccessful will be many including in the ranks of the French banks to increase the profitability of their investmentsTheir lifestyle is resolutely contemporaryOf course it is often that of a rise in verbalRed orange blue emerald green overseasThe subject will soon be on the agenda of the twentysevenWatches and accessories would stand betterFor ten years all the great choices were consensual despite appearancesPoetry, lyricism, spectacular images, humor... The film "The dream impossible" Honda, carried out by the US Agency Wieden & Kennedy, brought this rare and explosive cocktail. And, already award "Crystal" for the best European film, he won without evil "great Crystal" the 6th Festival of advertising of Méribel, held from 12 to 17 December. At the wheel of his Honda and the notes to "Impossible Dream" of Andy Williams, a driver that has retained its soul child, imagines in turn at the wheel of a motorcycle, then a formula 1, an outboard, and finally ready to jump from the top of the vibrant Iguaçu Falls which it will emerge miraculously, saved by a hot air balloon Honda... As many impossible dreams that only Honda allows, apparently available. Wake, TBWA/Paris, BETC Euro RSCG, V, DDB and Publicis have also been distinguished on several occasions. With each time a premium to humour, derision and a certain form of lightness.
However, it was not only a question of disciplines Queens the creative advertising for television, the press and the display in the sixth festival. In addition to the rewards for relationship marketing campaigns, the festival has, for the first time, attributed to the "crystals" to creations on the Internet. At a time where advertising agencies are the communication integrated namely provision, within the same sign, of all trades of the communication, digital direct marketing the Web then confirmed, if he was still needed, instead of the more important that he takes in the communication strategy marks, and, in doing so, in the creative advertising. To the point that design, costs and to stakeholders on these Web creations, have changed at all in two years. "For the first time, asked us scriptwriters to design Web films", admit to some producers. While for new trade body are involved, using the graphic, "webmasters", or even writers, "and not necessarily classic pub film director," says Guillaume de Bary, President of the society of production Irène.
In fact, the trend becomes vague background. When everyone does today, wrongly or rightly, that the Web 2.0 revolution, synonymous with "participatory" Internet, integrated communication, called 360 degrees or holistic also takes a new dimension. Over the years, the observation does not fundamentally change: trademark issues are more complex in a constantly changing world. The result, a need for expertise even more sharp. And the desire, concomitant, agencies to integrate all their expertise in a same pole to give an overall consistency to all. CQFD.
Slow pace of developments
Easy to say, but however, less easy to implement, both habits and cultures each and the others are slow to evolve. "Culturally, we are far from having digested the idea of integration," said Gregoire Champetier, Vice President of marketing and communication of McDonald's, during a round table devoted to this topic. This is not the whole to all the structures in the same entity. "Lack of versatility of the creative, given priority to television because it is simply more lucrative for agencies, difficult to draw a vision on the long term... it seems that there is still much to do to become a true brand integrated communication.
However, this development slow but inevitable does not sign the judgment of death of television, far from it. Being more perceived as a unique communication channel, it today to register in a global logic of content in a context of brand. And integrate into this same problem of integrated communication. Indeed, the small screen remains the preferred medium of major advertisers, strike power requires. But in Méribel, he still was reiterated that the creative advertising on the media should be its molting time where consumption of television is changing structurally, fragments and logic of offer, going imperceptibly to application logic. More in more in fact, the viewer concocted a pay-per-view, between offers of digital television, video on demand, video on the Web sharing sites, and, in the future, mobile television. As consumption patterns which remain confidential. But browsed upon regularly of the land while remaining difficult to apprehend each and others.
Muriel Arnould, in Aegis, anticipates then two large television trends: the rise of the PVR (Personal Video Recorder) digital video recorders to save emissions and see them as it sees fit and zapper pub and the next mobility of television, which, tomorrow, not will be more "confined to show". While these two trends are not massive, but they prefigure the television landscape of tomorrow.
As a result, advertising must adapt and win in creativity to continue to attract the viewer or, simply, not flee. With the job of creating a new model. Left, as advocated it some at this festival of Méribel, to intensify, the image of the United States, his flirtation with entertainment (Hollywood films, television series, video games such as Second Life or Albatross 18, TV channels bouquets declined on mobile of which some are solely dedicated to mark Jeep TV...). A trend that professionals have ironically renamed "Madison on Vine", the name of two large avenues which sit on the United States, advertising agencies and majors Hollywood.
But that seems to prefigure a future where fiction and reality will be more that never closely nested.
