NRJ Group Hires Antoine Daccord to Build Its Digital Editorial Offer
NRJ Group has appointed media veteran Antoine Daccord as its director of digital editorial strategy, tasked with building web-first content - long-form video, podcasts and streaming - to recapture audiences drifting away from the FM dial.
The Appointment
NRJ Group has named Antoine Daccord as director of digital editorial strategy, reporting to Morgan Serrano and Thomas Loignon. His remit is to build web-first content including long-form video, podcasts and streaming, and to redirect listeners toward on-demand.
Daccord brings deep media experience, with a background at Le Figaro, RTL (in digital from 2013 to 2019) and Combat, and as founder of TV magazine Diverto. Part of his mandate is breaking down silos between the group's brand teams.
Why It Matters
A legacy French radio group is betting that its future audience - and its future ad inventory - lives in on-demand video and audio, not on the FM dial. Appointing a dedicated digital-editorial leader is how that bet becomes an operating priority rather than a slide.
For advertisers, it signals more premium digital audio and video inventory from a trusted broadcast brand. Radio groups that successfully migrate their audiences to streaming keep their reach and their ad relationships intact.
Marketing Minute's Take
The lesson generalises well beyond radio: incumbents with strong brands but ageing distribution have to follow their audiences to new formats before the audiences leave entirely. Waiting until FM is empty is waiting too long.
For any brand sitting on a declining legacy channel, the move to make is the one NRJ is making - invest in the formats your audience is migrating to while your brand still has the reach to bring them with you. The transition is far cheaper done early.
Quick FAQ
Who has NRJ Group hired for digital strategy?
NRJ Group has appointed Antoine Daccord as director of digital editorial strategy, tasked with building long-form video, podcasts and streaming to recapture drifting audiences.
What is Antoine Daccord's background?
He has worked at Le Figaro, RTL (in digital from 2013 to 2019) and Combat, and founded the TV magazine Diverto, bringing broad French media experience.
Why is a radio group investing in digital audio and video?
Audiences are migrating from FM to on-demand, so NRJ is following them to protect its reach and its advertising inventory in streaming and podcast formats.
Incumbents with strong brands and ageing distribution have one job: follow your audience to the new format before they leave without you. NRJ is doing it while it still has the reach to bring listeners along. If you are on a declining legacy channel, the transition is far cheaper done early than late. - Daniel Nikolla, Founder of Merx Marketing
Incumbents with strong brands but ageing distribution must follow their audiences to new formats early - while they still have the reach to bring them along.
Is your brand still leaning on a declining legacy channel, or investing in the formats your audience is actually migrating to?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: The Media Leader, Zonebourse.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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