Sébastien Danet, Jérome & Pierre Doncieux

The power of extension

The world is changing. The media become brands. The brands become media. The common factor to succeed: the pertinence of editorialization, the pertinence of strategy, the pertinence of positioning, the pertinence of pledge, the pertinence of function, the pertinence of provided added value, the pertinence of technology, the pertinence of used medium, the pertinence of obtained results. The world is changing. The „power of reduction” of 30-second long advertising films is not enough anymore, but it needs to be closely combined with the „power of extension” of editorial. The power of extension: 3 seconds of title reading of an actual topic which gives taste to know about it more.

"Advertising is a sprint, editorial is a marathon."

This power of extension works: Jeff Bezos made the venerable Washington Post overtake the New York Times by massively investing in editorial, technology and market innovation. Net a porter stood out as a star of e-commerce by becoming a recognized source of information about fashion. Red Bull is a giant press agency. Facebook has become a major source of information. ADP has increased their capacity rates by 75%. ELLE has strengthened its audience, its subscription rates and its advertising revenues thanks to their regionalisation. Editorial is the best ad welcome against adblocking. Editorial has more and more an impact and it is more and more appreciated by the consumer: see bank figures in note AFP CAC 40. To editorialize is to analyze a situation, to express strongly a point of view, to convince by generating conversation, to use every technological lever to make your message be heard in order to contribute to the leadership of a medium or a brand. To editorialize is to combine advice, contents, activation, technology and distribution to increase your ROE, your Return On Editorialization. You have a lot of value to gain there. And we are ready to share the risks with you. To editorialize is to make available the best teams, the finest methodologies, the sharpest technologies to media and brands. To editorialize is to put the ethics at the heart of respect which belongs to every correspondant, which has to inspire every initiative.

"To editorialize is to be Smart, fast and Safe."

Smart, because the idea is the basis of everything. Fast, because the media and the brands have to accelerate more and more quickly to follow the evolution of consumption and competition. Safe, because your image, your reputation and your activity depend on it. This cannot be improvised. To editorialize is to share the joy of life, the ideas, motion, innovation and results. To editorialize is to be able to make a difference in the whole world with the power of Publicis Groupe and with the force of our partnership with AFP. Publicis performs a sales revenue of 9,6 billion Euros, employs 77.000 people in 108 countries and celebrates its 90 years by financing 90 start-ups. AFP invented the activity of press agencies in 1835, employs 1.500 journalists in x offices and produces 5.000 dispatches, 3.000 photos and 200 videos a day. To editorialize is to be ready to learn and amplify the power of extension of your brand together. Your date, place and time will be ours.