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States General of Communication: the sector wants to reinvent its economic model

2021-05-07T21:04:00.891Z

During this second edition, agencies, advertisers and the media discussed the societal impact of the communication industry in France and debated the evolution of the business model.



For one euro invested in advertising in the media in France, the GDP gains 7.85 euros.

It is this "

leverage effect

", calculated by the firm Deloitte, that the world of communication wants to highlight, to remind people of the importance of industry in the French economy.

"The

world of communication has been turned upside down

", insists Magali Florens, vice-president of Udecam.

For the second edition of the Etats Généraux de la Communication which took place on Thursday, May 6, agencies, advertisers and the media tried to harmonize their vision in the face of paradigm shifts in our society.

Necessary debates on the responsibility of the sector vis-à-vis its antipub detractors, who accuse it of only advocating overconsumption.

As for public opinion, 89% of French people believe that advertising should encourage good behavior in terms of health and the environment.

The sector is convinced of this: communication will be an essential engine of the recovery, after long months marked by the pandemic.

More virtuous campaigns

"

It is impossible to organize an event like the Olympics without advertising partnerships

, explains Tony Estanguet, president of the organizing committee for the Paris 2024 Olympic and Paralympic Games. 50 million euros of budget have already been secured for the 2024 Olympics. through partnerships. "

But the brand of the Olympics chooses to associate with brands that share its values,

" said the three-time world champion. For Axel Dauchez, founder of the citizen consultation platform “

Make.org

”, communication can be transformative and spur positive changes in society. "

There is a shift of brands in a logic of collective responsibility.

However, we must show humility by saying to ourselves: I will put my mark at the service of a cause that is beyond me

, ”judges the former boss of Deezer France.

Read also: The battle of green mayors against advertising

In the coming months, agencies and advertisers will have to work on eco-design, eco-creation and eco-distribution of campaigns.

In this regard, avenues of reflection have been launched by the sector, to understand “

how to measure responsible communication

”.

For agencies, this social responsibility also implies adopting an objective look at the commitments and products of the companies with which they collaborate.

A business model to reinvent

In the second part of this major conference, the Estates General addressed the theme of the distribution of value within the chain.

For agencies, remuneration models have become a real subject of crystallization.

Calls for tenders are multiplying and pitches are not remunerated.

We must remind advertiser clients of the value of our creation,

”explains Agathe Bousquet, President of Publicis Groupe in France.

Many agencies are unable to amortize the time they spend in calls for tenders by gains, adds Cécile Lejeune, at the head of the VMLY & R Paris agency.

An unfavorable economic context for attracting young talents, while the digital revolution has already cost the sector dearly.

To limit this loss of value and avoid a precariousness of the profession, the agencies consider that it is necessary to remunerate the pitches, to reduce their number or to extend the duration of the contracts between the parties. A vision shared in part by Stéphanie Rismont, Director of Communication for the SNCF Group. “

No one has to gain by submitting the calls for tenders. I am for the remuneration of the big pitches of the agencies on the contracts of three to four years

”, she specifies.

Moreover, it remains difficult to measure the value created by communication. “

There is pressure in the company to be able to demonstrate that the money spent on communication serves the value of brands,” explains Stéphanie Rismont. It must be hammered out: it is an investment and not a cost

”. For Alexis Karklins-Marchay, Deputy Managing Director and Partner of Eight Advisory, some answers exist on the financial level. For analysts, the “

Price-to-Book

ratio

makes it possible, for example, to compare the book value of the company's assets with its stock market index. “

Through this ratio, we see that the intangible value of the brand, built through communication,is often more important than the material value

», He explains.

In conclusion, the Estates General of Communication underlined the need to invest in quality content, particularly in the face of the growing primacy of GAFA in digital.

The media are at the heart of the cog in order to bring about a more responsible society.

The crisis, particularly with the enthusiasm of the French for the press, has shown that people have been at the center of everything,

”analyzes Aurore Domont, the president of Media Figaro.

Source: lefigaro

All life articles on 2021-05-07

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