All Marketing knowledge

BoursoBank's new Buzzman campaign dramatises the breadth of its offer through the passage of time — and leans into word-of-mouth, the force that really sells banks.

Aldi and Buzzman reworked 'spot the difference' to attack the assumption that own-label means worse — letting shoppers reach the conclusion themselves.

CCMO Mutuelle marked its 80th anniversary with a Youmeno campaign starring eight of its own staff — authenticity that a member-owned insurer's national rivals can't buy.

France's government has launched a prevention campaign against intrafamily and sexual violence in stations and 300 Relay shops — a case study in treating media placement as part of the creative.

Audemars Piguet and Bonjour Paris built a campaign that deliberately rejects AI and 3D in favour of physical sets and real cameras — proof that for craft brands, the medium must match the message.

BETC's 95-second launch film for Amplitude Studios' HUMANKIND II shows newborns across nine historical eras — and was made entirely without generative AI, a statement in its own right.

Direct Assurance has launched its first-ever brand film via Artefact 3000 to trade up from a low-cost image — and it earned the reposition with an 11-point jump in post-claim satisfaction.

More evidence of investor money flowing into French independent comms groups specifically to fund AI and data capability.

A telling repositioning as pure-play influencer shops move up the value chain into fuller-service models — a barometer of the French influence market.

A fresh French agency win for a challenger FMCG brand — notable because it goes to an independent, B-Corp-certified shop rather than a network.

A blue-chip French sports-celebrity endorsement in the fast-consolidating budget-gym sector — timely amid renewed post-Olympics fitness demand.

A recognisable political name takes the top operational role at a Paris influence firm — a signal on the blurring line between politics and the influence-comms industry.

A high-profile public-to-private move puts Havas into the disinformation-defence business — a sensitive intersection of comms, security and politics.

Big broadcaster sales houses are chasing the long tail of SME advertisers — a notable expansion of TV and CTV's addressable market in France.

A concrete French ad-tech first — moving CTV from impressions to people-based 'co-viewing' contacts, a template rivals will chase.

A structural shift in French streaming: Disney+ lands M6's biggest shows, reshaping where French audiences — and ad money — go.

France's rentrée 2026 splits between value and premium: Back Market, Primark, Le Bon Marché, Petit Bateau and Hatier show how brands are positioning for back-to-school.

The French public broadcaster launched a back-to-school self-promotion under the paradoxical line 'the screen that inspires screen-free time', riding the screen-time public-health wave.

Camping/holiday brand Homair launched a 'Service Après-Vacances' easing the mental load of returning from holiday, bundling partner offers and turning unread emails into discounts.

Libération has rehired Jean-Michel Lopes as director of its advertising régie, overseeing print, digital and events monetisation, with a pitch of 'attention over impressions'.