Today, thanks to the france.tv platform, FranceTV Publicité benefits from a comprehensive ecosystem capable of addressing the many challenges faced by marketers – and there are many: brand emergence, brand recall, attribution, micro-targeting, influence, and so on.

To promote this, FranceTV Publicité and its agency, ALTMANN+PARTNERS, are launching a B2B campaign. Rather than bombarding audiences with figures and making sweeping claims, the campaign embraces humour and humility. The campaign applies the very values it champions to itself: namely, that advertising must be entertaining, non-intrusive and respectful of the consumer in order to be accepted and appreciated. Programmes must respect their audiences, too.

In an industry that tends to celebrate its own achievements with numerous awards, and as the world’s biggest advertising festival, the Cannes Lions, gets underway, this campaign uses self-deprecation to present trophies that no one would want to receive. These include the WORST MEDIA PLAN, THE LEAST MEMORABLE ADVERT, and THE CAMPAIGN THAT MISSED ITS TARGET THE MOST.

It is a light-hearted way of encouraging various industry players (advertising agency, advertisers and sales house) to consider the benefits of the france.tv platform before making any decisions. It involves making the sales house team available to work closely with them to develop the best possible media strategy. Who knows? Perhaps this will lead to us winning an effectiveness award to display proudly on our desks.