Responsible Advertising Creation by Aurelie Costantini

DISSERTATION 2014-2015 Session

RESPONSIBLE ADVERTISING

CREATION

Communication serving a responsible debate /

By COSTANTINI Aurélie

OR how Frédéric Beigbeider’s « Vermin who smiles at you » may convey altruistic values ?

ESTEI - Ecole Supérieure des Technologies Électronique, Informatique et Infographie

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« NOWADAYS, MORE THAN EVER, ALL IDEAS HAVE THEIR CHANCE. » (L’IDÉE QUI TUE - Nicolas BORDAS)

thanks

I wish firstly to thank Mr Nicolas BROUSSE, head teacher of this dissertation, for guiding me in confidence towards the completion of this exercise. I thank Mrs. Virginie PEREZ, Executive Assistant at the ESTEI of Bordeaux, for her support, her availability, her compassion and sympathy. I would like to extend a special thanks to Mr Yves COLIN, Communications Director at the Fondation Abbé Pierre, for giving me a few minutes of his time to discuss the subject with me. Thank you for your explanations and your valuable time. This work would not have succeeded without the help of many people. Let me forgive those I forget here, but I address a special thought to Céline GARNIER and Manuel MORET, also students at the ESTEI of Bordeaux, who supported me in this work. And finally thank you to Charline

PEREIRA for her answers of an unsurpassed clarity, Eloïse POUGET, and Guillaume LEGARJEAN for their exciting point of views and a special thank you to Jenny MENDY for her freshness and generosity. Thank you to the 126 people who responded to my survey with as much interest, and passionate answers. Thank you all for your availability, and your support. I would also like to thank Mr. Nicolas BORDAS for his passion, his will, his singularity and his “simplexity”. My last thoughts go finally to my family, especially my parents, who have allowed me to continue my studies until today and made me want to live from this beautiful job one day. Thank you for their excellent advice, their support, their eternal point of views and their trust in me.

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PHOTO : @Thestocks.im

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PHOTO : “ Green cactus ” - Chris FRANCO - @500px

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Abstract

The current economic and environmental situation tends to make the elusive and fragile consumer aware of his responsibilities. A citizen who is used to denigrate a considered-toointrusive advertising, sometimes mindnumbing and not always creative. This thesis offers a comparative study of the technical and creative capacity of advertising to increase the confidence that bears his target. The question is addressed both from the point of view of the advertiser, agency and consumer. This case study tries to prove that although CSR trend has been seen as a passing fad, advertising can completely restore its image by conveying a more responsible discourse.

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A About

happiness of the people or the health of our planet. It is with this vision that I allowed myself to imagine how might work a committed advertising based not only on financial competition, but also on more human values... or even more free ideas, perhaps! I hope my work will make you understand all the positive values that I withdraw from my studies in this sector, which has too often been seen negatively for some time! It is time to show that advertising can, too, defend the general interests or the ones of some sheep farmers in the depths of the Cévennes! Thanks for your attention.

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PHOTO : @Thestocks.im

My studies will be completed this year with an internship as an assistant communications officer in the agency \Excel \TBWA group in Paris. This course will conclude six years of studies in this area that definitely conquered me and that should, I hope with all my heart, fill my future professional life. But before that, there’s this dissertation. It was inspired by one of my dearest interests, namely the “great causes”. Those to which we get attached as a moral duty, or by intellectual passion! Of course, I do not denigrate the work that focuses on the private interest and profit, but there is, in this world, yet many subjects that we forget, intentionally or not, and which deserve to be considered without further urge than the

Preface

“To be a man is, precisely, to be responsible. It is to feel, when setting one’s stone, that one is contributing to the building of the world.” Antoine de SAINT-EXUPÉRY

Nowadays, there is a real trend, namely “responsibility”. But what is it exactly? Certainly, an organic diet and some special attention as to the origin of our consumption is about showing some commitment. But it’s not just about eating tofu and closing the tap when washing teeth, although it is a beginning. Larousse defines commitment as follows: “moral obligation or need to meet, to vouch for its actions or those of others.” Responsibility defines a personal contribution to the environment and the elements around us. It is to look to self, to others, but also the place in which we live. Faced with the current economic situation, climate change and the alarming media discourse,

society undertakes, “empowers”! Manipulated and useless awareness? Or real solution for future generations? Anyway, consumers are more sensitive to a responsible speech and the values conveyed by brands. This responsible approach has also grown commercially, through CSR; Corporate Social Responsibility. This is a concept whereby companies “integrate social, environmental and economic concerns into their activities and interactions with stakeholders on a voluntary basis (Wikipedia).” If all advertisers do not join this concept, it is clear that its number of signatories is steadily increasing. This almost general awareness did not necessarily have a positive impact on advertising: “AdBlock” software, visual pollution strike ... Consumers rebelled and no longer agreed to be treated like sheep. If its “final consumer” is taking its responsibilities, shouldn’t advertising think about it?

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To understand this phenomenon, it will be necessary to study the historical evolution of the trade, but also the point of views of three players in this market: consumers, professionals and finally advertisers. All of them will allow us to understand the real needs of the sector and, especially, by which means is it possible to reach them. Can Frédéric BEIGBEIDER’s “Vermin who smiles at you” be committed?

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PHOTO : “ Dandelions “- Tyler Jade O’BANION - @500px

Earning rewards and recognition of the “industry” or increasing the number of students who want to learn this business, is definitely good! But isn’t the ultimate goal to seduce the consumer? Does the advertising, then, have to take responsibility? And, if so, how can it? The image of the profession exposed by Frédéric BEIGBEIDER in his book “99 francs”, can it really regain some fame and convey more responsible values? At the time of participatory web and a transmedia development, should advertisers expose themselves transparently and demonstrate their good will? This is what we will try to demonstrate through this thesis.

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Table of contents

1. LITERATURE REVIEW

A. GAZETTE & PROPAGANDA

A.1. The beginnings of the Vermin who smiles at you

A.2. Forms of advertising creation

A.2.1. An advertising medium

A.2.2. Some forms of creation

A.2.2.1. The golden age of advertising

A.2.2.2. Entertainment art

A.3. A transmedia development

A.4. The hype

B. AN UNFLATTERING IMAGE

B.1. A controversial business & a popular critical opinion

B.2. Legislation sometimes to its disadvantage

B.3. Rising prices & fewer advertisers ?

C. A NEW CREATIVE FORM FOR A NEW ECONOMY

C.1. An economic status in crisis, but full of opportunities

C.2. A community awareness & Responsible Business

C.3. Communication serving mankind

C.3.1. Biocoop

2. HYPOTHESIS

A. REMINDER OF THE PROBLEMATIC

B. THE ASSUMPTIONS USED

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3. METHODOLOGY

A. QUANTITATIVE STUDY

B. QUALITATIVE STUDIES

4. FIELD STUDY

A. ADVERTISING WILL NEVER BE ASSOCIATED WITH ALTRUISTIC

VALUES IN THE FRENCH COLLECTIVE UNCONSCIOUS. B. THE COST INCURRED FOR AN ECO-RESPONSIBLE AD CAMPAIGN

& THE LEGAL LIMITS WILL ALWAYS BE TOO HIGH COMPARED TO EARNINGS, ACCORDING TO THE ADVERTISER. C. ONLY RESPONSIBLE & SOCIAL ADVERTISERS

CAN CONVEY A RESPONSIBLE SPEECH. D. DIGITAL IS THE ONLY MEDIUM IN WHICH ADVERTISING

CAN CONVEY RESPONSIBLE VALUES. E. ALTRUISTIC VALUES ASSIGNED TO A MARK ONLY PASS BY

THE MESSAGE IT CONVEYS IN ITS COMMUNICATION. F. A RESPONSIBLE AD CAMPAIGN SHOULD NOT BE EXTRAVAGANT.

G.THERE IS NO ADVANTAGE IN ADVERTISING TO CONVEY ALTRUISTIC VALUES.

H. OUI MARKETING.

5. CONCLUSION

6. REFERENCES

101

A. LITERARY

102

B. RELEASE

102

C. DIGITAL

104

7. GLOSSARY

107

8. APPENDIX

111

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PHOTO : “ The valley of salt “- Natalja MISTUKOVA - @500px

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Literature review A.

GAZETTE & PROPAGANDA

A. 1. A. 2. A. 3. A. 4.

AN UNFLATTERING IMAGE

B. 1 B. 2. B. 3.

A NEW CREATIVE FORM

C. 1. C. 2. C. 3.

The beginnings of the Vermin who smiles at you Forms of advertising creation A transmedia development The hype

A controversial business & a popular critical opinion Legislation sometimes to its disadvantage Rising prices & fewer advertisers ?

FOR A NEW ECONOMY

An economic status in crisis, but full of opportunities A community awareness & Responsible Business Communication serving mankind

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GAZETTE & PROPAGANDA

According to Mark Tungate, a famous British journalist, one thing is certain: advertising will not disappear. This theory holds true in such a society as SOMETHING TO SELL, THE “WORLD we know it in France OF ADVERTISING” WILL HAVE ITS when considering PLACE IN THE UNIVERSE » the ever-changing ad campaigns, (MARK TUNGATE, 2009 : 267). styles, lifestyles and daily creation of new words and new images. Over the seasons, these creative productions were lavishly introduced in the French daily. Pleasure to convince and be convinced took an important place in its landscape.

«AS LONG AS SOMEONE WILL HAVE

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THE BEGINNINGS OF THE VERMIN WHO SMILES AT YOU

To understand the world of advertising, it is necessary to define its founding element, that is to say the advertiser. This term refers to any organization (company, association or community) which funds communication activities using media or advertising media (Nathalie and Jean SONNAC Gabszewicz, 2013: 46). The advertiser is the triggering agent of the advertising market: it is it who decides to fund the advertising communication programs, or chooses the providers with whom it wants to work and the means to implement to achieve its advertising goals, as specify SONNAC Nathalie and GABSZEWICZ Jean. Already since ancient times, the Egyptians and the Greeks were sensitive to the benefits of promoting products. Advertising examples were found in the ruins of Pompeii, already demonstrating a convincing sales pitch from the Romans, including a panel ensuring the promotion of a brothel: the two oldest professions in the world enjoying one of the other. (Mark TUNGATE, 2009: 8) Furthermore, and although this archaeological assumption is not strictly upheld, some historians claim that the prehistoric cave paintings

were also a form of advertising in their genre. As such, advertising has been there since there are property for sale and means to speak (Mark TUNGATE) - from seller at the auction up to the placard hanging on a tree. And if we have to mention some great dates of advertising, we can say that it has made a leap forward with the advent of printing, invention attributed to Johannes GUTENBERG (1447). Other historically famous names stand out in the prehistory of advertising: the first ads in the newspaper La Gazette of Theophraste RENAUDOT, an advertiser despite himself, took place in 1631. His reflections on the poor led him to Paris to create, on the island of La Cité, the addresses and meetings office - a recruiting and information office for the unemployed. It quickly became a veritable clearinghouse for those who wished to make public announcements of all kinds. To further expand the dissemination of such information, RENAUDOT thus created, in 1631, the first French daily newspaper, The Gazette, whose name was inspired by the gazzetta, a Venetian currency equivalent of a newspaper price, that he discovered in Italy.

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PHOTO : “ African American boy selling The Washington Daily News “ @Wikimedia

A. 1.

Famous Decaux bus shelters have been established three centuries later, in 1964. A TV channel has seen for the first time brand advertising introduced on its screens in 1968. The following year, the first ad space central buying office was created: it consisted of press, radio and television. As for the introduction of Internet advertising, it only arrived in France two years after the United States, in 1997. (Francis BALLE, 2012: 67)

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According to this information, some agree that advertising would be born with the first newspapers and the classified ads of RENAUDOT in 1631. Others see the display as the oldest in the media world and others speak about â&#x20AC;&#x153;Word of mouthâ&#x20AC;? to discuss the first steps of propaganda. What is certain is that, no matter its origin or form, media and their development mainly allowed communication to expand and diversify beyond what we hoped at its beginnings.

A. 2. FORMS OF ADVERTISING CREATION The original principle of oral communication, defined by PALO ALTO, is based on the transmission of a message between a transmitter and a receiver through a communication channel. Without the channel, the message will not be able to be transmitted. Regardless of the message. We will thus focus, initially, on what we call today the different forms of communication, including media.

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A. 2. 1.

AN ADVERTISING MEDIUM

A medium is a homogeneous set of supports that belong to a single method of communication. It aims to facilitate communication from one source to many recipients. According to Nicolas BORDAS, a great French advertiser, the first media is the “Word of Mouth”, since an idea is first transmitted through a collection of words in a logical person to person. After all, it is told that the third world religion, Hinduism, one of the most ancient beliefs, comes from an oral tradition that has spread for centuries by the communicative medium that is the W.o.M. Nicolas Bordas goes on to say that this element “can be compared to buzz” which is a recent creation derived from the existence of the Internet. Self propagating in individual without costly intermediary, this broadcast system is the most economical. However, we all experienced the game of the grapevine: distortion and loss are major risks. In Chinese the grapevine game is called “the magnified error”. Hence, writings had the original aim to maintain a fixed version without distortion or loss. Later, appeared the various media we know. Advertising in magazines (1631) and display (1850) gave some space to the radio (1928) that preceded television (1968) long after theaters (1898) and finally, the Internet (1994). Paradoxically, this last one sank the most ink. At first, some theorists were shouting that its qualities would make this media the

“ultimate media”. Saying the Internet would replace many services we know today, including media such as television, radio or the press, thanks to its online services. However, at each IREP’s balance sheet, we read that traditional media “still got it” (INFOPRESSE). Flourishing new technologies do not kill these means of communication that existed for what seems like forever and which do not seem to want to turn off any time soon. Nicolas BORDAS specifies that “each media was added to the above, never fully replacing them.” It is true that each of them plays a specific role in the dissemination of information, entertainment, knowledge or ideas. Each can be characterized by a major value: « CONTAGION TO WORD OF MOUTH, SUSTAINABILITY FOR BOOKS, IMMEDIACY FOR NEWSPAPERS & RADIO, & FINALLY THE POWER TO AUDIOVISUAL » (NICOLAS BORDAS, 2009 : 125) In fact, there are, nowadays, a multitude of communications media through which an advertiser can convey his message. Each of these supports to provide a trade, specificity, a market, or a target. But above all, according to the medium selected and determined following a communication strategy, advertising will be different.

A. 2. 2.

SOME FORMS OF CREATION

It is impossible, or ineffective, to broadcast a video on the radio or ask the televiewer to read an infomercial on TV. Regardless of the current technological progress, advertising creation should vary according to its medium or at least adapt itself. Once the message is defined by advertising stakeholders, it is necessary to develop its form, whether audiovisual, fictionalized, spoken, sung, drawn, danced, constructed ... There are now countless opportunities of various advertising forms. Either it is digital (mobile, Internet, connected television, conventional media ...), social (guerrilla marketing, press relations, fleeting...) or physical (sensory marketing, e-mailing, goodies ...), advertising always finds more physical means or not to share its message and reach its core target more easily. This is the main principle of advertising creation : How will I materialize my message?

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PHOTO : “ Gillette Safety Razor “ @Weirdomatic.com

A. 2. 2. 1. THE GOLDEN AGE OF ADVERTISING According to Bernard CATHELAT, “artistic creation, deployed to convince and seduce, played a key role” in the history of advertising. In 1973, advertising communication has not followed the same approach as before. It used “concepts and ideas” to give brands a personality and a symbolic dimension. The communication then experienced its golden age. Through this creative evolution, we consider this period as one of the finest in the history of advertising. The product became king and the world of advertising his kingdom. Copying, advertising communication had passed to the state of copied: it became the guide when talking about shapes, images, and sounds. It served as a reference. The slogans of then became hymns and, from that time, advertising took an important place in French society.

“ NEVER, PROBABLY, THE EUROPEAN ADVERTISING HAS EVER BEEN AS CREATIVE : NOT ONLY BOLD, OR ARTISTIC, BUT “CRAZY” IN THE PROPER SENSE. DOING THE OPPOSITE OF ECONOMIC REALITIES TO OFFER A COMPANY AND ITS CONSUMERS SOME DREAMLIKE QUALITY, AN IMAGINARY VALUE TO PRODUCTS AND SERVICES IN AN EXTRAORDINARY AND FANTASTIC WAY, SOMETIMES FORGETTING THE PRODUCT, OFTEN NEGLECTING ITS UTILITY FUNCTIONS... ADVERTISING TRANSFORMS COMMERCIAL THINGS INTO DREAMS. » (BERNARD CATHELAT, 2001 : 33)

Eventually, we are interested in an advertisement as long as it reflects from ourselves an idealized image in perfect harmony with what we believe or would like to be. Advertising only attracts and motivates when we encounter, under dynamic and reassuring forms, our secret desires, fantasies, most delusional aspirations and trends of the past that we forgot. Collective unconscious is the advertising imagination and community is sentenced to find its soul through this imagination and individuals a lifestyle.

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PHOTO : “ Oasis | Fruit of the Year “ @Openthemedia.com * “Vote for Ramon Tafraise.”

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A. 2. 2. 2. ENTERTAINMENT ART Advertising is a cultural fact, where we experiment and democratize new writing or illustration processes, new technologies, new words that conservative censorship fail to restrain. Advertising sells or at least tries to, it is its primary function and economic justification. But advertising also offers, to the whole world, free entertainment, perhaps more inventive and rich than many entertainment and arts media … Indeed, still according to Bernard CATHELAT, “the promotional success does not lie in the daily impact suggesting a race for a permanent re-creation” that could be compared to the principle of “surprise me”: which strategy sociologically disorients the audience who takes pleasure in forgetting “who” talks about “what”, in this huge universe of stunning ideas. The most creative advertising performance are genuine concepts: strong ideas with added value, and symbolic or imaginary rather than only utilities. Ideas that do not hesitate to give up on their original shape and develop themselves over the trends and habits of their target. The brand Oasis, for example, and its advertising agency, Marcel (Publicis groupe) is a brilliant Brand Content artist. Creating a fantastic and personified simple content, the brand and the agency focused on the presentation of this message, abusing of the first advantage of digital: snapshot. Always reactive facing news, Oasis animates its community through movie or even reality TV spoofs. If there is a brand that has properly understood social networks, it is indeed that one. But beyond the digital, it has also imposed itself among display, commercial and event. Oasis is on all fronts, in various forms, from the same substance.

A. 3.

A TRANSMEDIA DEVELOPMENT

These durable and installed on powerful currents sociocultural concepts, or as we could say, these advertising success have sought to diversify on different media. In fact, any effective communication is likely to be publicized in all forms : from motorway posters to prospectus, or movie packaging. “Advertising is a supra-media,” according to Bernard CATHELAT (2001: 70), since it is through this diffusion by means of media that advertising manifest itself - primarily in a social role, by its ubiquity, redundancy, dramatization, more than any other medium. True mass communication implies the sharing of information, the exchange of meaningful messages, transmitted using words or visual signs, by text, speech or image. Communication has become utility. To communicate does not only mean to “exchange a dialogue, to establish a person to person relationship, but more specifically to influence others, to sell something, (...) or to give, to a public figure or institution, an image that is inclined to kindness or consideration. “ (Francis BALLE, 2012: 66) Everyday, media play an even more important role, both in terms of information and communication, as much as leisure and education. At all times, they were means of exchange - building up bridges between people, cultures and generations. From its etymology, according to Francis BALLE, media is “a means, a tool, a

technique, a way that allows men to express themselves and communicate to others this expression, whatever the object or form is”. Media are an inherent part of modern society. « PEOPLE IN DEVELOPED COUNTRIES DEVOTE A SIGNIFICANT PART OF THEIR LEISURE TIME TO CONSUME THE SO-CALLED MASS MEDIA: TELEVISION, RADIO, NEWSPAPERS, MAGAZINES & INTERNET» (NATHALIE SONNAC & JEAN GABSZEWICZ, 2013 : 5) Popular culture from nowadays takes partially root in the media offer and shapes through radio, television or newspaper articles. After all, when messages used to take some time before reaching their target, a Lambda man can now be confronted to the same message multiple times during a single day: at the radio or in his newspaper at breakfast, on his phone notifications, on the poster advertising of his subway station, through a distribution of samples at the crossroads of his corner... 3,000 commercials are daily submitted to an average consumer.

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PHOTO : â&#x20AC;&#x153; Families watching television â&#x20AC;&#x153; @trianglemom2mom.com

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With the advent of smartphones and tablets of all kinds - which now equips more than one in two French -, advertising has found its way to our pockets. “In the form of text messages, clips or publications appropriate for mobile format, advertisement is unceasing. Web browsing and most free applications are full of ads”, as BILAN (lebilan2.wordpress.com) stated. This ongoing trespassing converges with insidious processes, allowing advertisers to better target their consumers in a number of immeasurable forms. The transmitter’s message comes in all forms through innumerable ways, continuously and consistently. Any form of communication strategy seems to go through a transmedia approach - “developing a narrative content across multiple media by differentiating the developed content and interaction capabilities depending on the specificities of each media” (definitions-marketing.com). And this, always with the same purpose: to reach its target without letting it forget “who” tells us “what.”

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- 33 PHOTO : “ Transmedia - Storytelling “ @Bigeyeagency.com

A. 4.

THE HYPE « THERE IS NOT NOW, A MONTH, A WEEK, SOMETIMES A DAY WHEN AN ADVERTISING FACT IS REVEALED TO THE PUBLIC AS AN IMPORTANT EVENT. » (BERNARD CATHELAT, 2001 : 5)

All media seize them, comment on them and criticize it as a literary or cinematic art piece. Newspapers have all imitated LIBÉRATION creating a daily section dedicated to advertising. Culture Pub (1987) and Les Enfants de la Télé (1994) - symbols of mass approval - for example, also devote time and energy to this industry. French generally appreciate advertising. They envy it, recognize it, dissect, comment ... Yet, as fascinating as it is, it got caught ito a media world that looks increasingly like a multidimensional and deterritorialized universe, inserted into a much broader one - communication - with extension and ramifications that seem endless.

From thousands of billboards to “super long” comercials, untimely banners, trashy flyers, junk e-mail of all kinds, unwanted phone calls and catalogs, advertising invites itself into the consumer’s home, sometimes in an invasive manner and with no limit. In 2011, Advertisingtimes.fr stated that “for 90% of the Internet users, digital ads (...) such as Deezer, Spotify, Youtube or Dailymotion ones were a source of extreme annoyance.” Willing to do “too” fine, advertising bludgeoned. When some perceive it as creative, others think about it as untimely. Advertising has developed in such a way that it may lose credibility and even legitimacy. Trying so hard to diversify itself, has advertising pulled itself a shot in the foot?

PHOTO : “ Spam Wall “ @Flickr.com

AN UNFLATTERING IMAGE

“MY NAME IS OCTAVE AND I’M DRESSED FROM HEAD TO FOOT IN TOM FORD. I’M AN ADVERTISING EXECUTIVE; YUP, THAT’S RIGHT, I POLLUTE THE UNIVERSE. I’M THE GUY WHO SELLS YOU SHIT [‘SORRY!’] WHO MAKES YOU DREAM OF THINGS YOU’LL NEVER HAVE. THE SKY’S ALWAYS BLUE, THE GIRLS ARE NEVER UGLY, PERFECT HAPPINESS TOUCHED UP ON PHOTOSHOP. IMMACULATE IMAGES, IN-YER-FACE MUSIC. WHEN, AFTER PAINSTAKING [‘PAINSTAKING? PAINSTACKING’] SAVING, YOU MANAGE TO BUY THE CAR OF YOUR DREAMS (THE ONE I SHOT IN MY LAST CAMPAIGN), I WILL ALREADY HAVE MADE IT LOOK OUT OF DATE.“ (OCTAVE PARANGO - 99 FRANCS, FRÉDÉRIC BEIGBEIDER / 2000)

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PHOTO : “ 99 Francs “ - Jan KOUNEN @Revue24images.com

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B. I.

A CONTROVERSIAL BUSINESS & A POPULAR CRITICAL OPINION Lately, advertisers may be laughed at, parodied, fewly respected and sometimes despised. Jean DUJARDIN’s picture, white powder on the nose and greasy hair, did not re-gilded advertising’s image already present in the collective unconscious. In November 2012, VICE - a polemics magazine founded in 1994 - was already imagining that it would soon be possible for advertisers to extract information from the consumer’s brain. And “to hack a brain” - as they say - is nothing glorious for a job that is already named controversial. JOE LA POMPE confirms it, becoming famous by simply sniffing out creations that are not and exposing any advertiser who had the audacity to copy or draw unfortunately, consciously or not, one of its competitors’ artwork. Twentieth century’s racist ads, and Photoshop “fails” got also famous for wrong reasons. Everything is a source of denigration. Students in advertising or trade schools, themselves, are often despised and denigrated by the masses. The portraits made of business schools are often unrewarding. An average person shows more and more rejection towards these institutions. “BENCHMARKS FOR YOUNG, GREEDY & VICIOUS BOURGEOIS”, “WAY FOR RICH STUDENTS TO BUY A DIPLOMA”, “LEARNING HOW TO EXPLOIT WORKERS” ... Students, and therefore the industry, are the subjects of many clichés, wrongly or rightly. Stingy, shallow, alcoholic... So many prejudices more pungent one than another. .

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PHOTO : “ Welcome to diabetes country “ @Jetsonorama.com

PHOTO : “ Mac PC “ @Cabel.name

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“FRENCH ARE FED UP WITH ADVERTISING” (L’EXPRESS) “WHY FRENCH DO NOT LIKE ADVERTISING ANYMORE?” (LES ECHOS) So many press titles, specialized or not, that reflect the increasing disenchantment of French toward advertising. YOUTUBE - famous video sharing platform - is full of parodies, more inventive than each other. Nutella, Apple, Carglass, Axe... So many brands who know the woes of freedom of digital expression. But if they undergo, they also know how to play with it. In 2011, facing the “claim” of Opel in one of the brand’s campaigns, Renault did not hesitate a second to parody its commercial with all the humor that it knows. More rare in Europe, but already well established on the other side of the Atlantic for Apple and Windows (Mac vs. PC) for example, the principle of parody is anthology in an environment where it feels good to laugh somehow. If we find anti-advertising associations, clubs and movements (examples ; RAP - antipub.org - BAP) which aim to fight against “the advertising pollution of public environment“, there is also still a majority of people fascinated by it. Parody, creativity, commitment, emotions, nostalgia ... So many reasons to love advertising again and consider it as an art. Leon ZITRONE - a French journalist - said “Let them talk about me as good or evil, whatever. The bottom line is : they’re talking about me! “. If advertising has often been criticized, it is now trying to recover and improve its image. Because if it does remain in the heart of some consumers, it’s up to the industry to win the hearts of all, starting with its advertisers.

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B. 2.

LEGISLATION SOMETIMES TO ITS DISADVANTAGE

In France, an association - Paysages de France - is struggling to fight against the proliferation of billboards, and in favor of natural and cultural heritage. Like other associations and clubs, these volunteers are among those who expose advertising by saying it destroys French landscapes. And their cries of despair were heard. There are, now, a multitude of laws regulating advertising. The Loi Evin, for example, on its fight against smoking and alcoholism, considerably limits the right of advertising for alcoholic beverages and tobacco. This law of January 10, 1991 have apparently allowed in 2005 to decrease by 20% the consumption of these products in France. Since 2007, food advertising and its health messages are not outdone. It is now compulsory to display certain information (examples; Mangerbouger.fr - 5 fruits and vegetables a day ...) when it comes to this sector. Advertising in the energy sector also needs to clarify some warnings about the power consumption.

Today, with blows of petitions, protests and vandalism (example; whistleblower graffiti on advertising billboards in Grenoble), these clubs generate a certain number of laws, especially to regulate the outdoor and digital advertising. And if the President of the association “Paysages de France” considers that there are still too many billboards, they are heavily regulated. Whether on their size, location or content. We can’t see anything, wherever and no matter how. Panels may now not exceed 4m2 and can also not be located at the entrance of cities. Wild display, despite its name, is itself also regulated, including a list of locations so-called “legal”. Anyway, even if laws are born and evolve, it is encouraging to note that display offices, such as JC Decaux, Clear Channel and others, find inventive ways to display differently and more creatively. Thus today there are interactive displays, display of street marketing, ephemeral, events ... It is also true for all other media who fight everyday to exist. Advertising seems to always find a way to be, despite the protesters.

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PHOTO : “ Tag Anti-Hollande “ @Huffingtonpost.com * “It was no flan.”

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B. 3.

RISING PRICES & FEWER ADVERTISERS ?

Nowadays, despite its ability to adapt, advertising always recedes in terms of turnover. In March 2015, the IREP - Institut de Recherches et d’Etudes Publicitaires - announced that during 2014, “the media advertising revenue (...) amounted to 13 billion euros.” These revenues have dropped by 2.5% compared to 2013. Advertisers communication expenses also decreased by 1.6% compared with 2013 and now amount to 29.6 billion euros, according to FRANCE PUB.

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PHOTO : “ Marché publicitaire IREP “ @Latribune.fr * “Annual Evolutions of advertising revenues.”

ways to target their consumers, perhaps in a less intrusive manner, as these seem to ask. If some campaigns cost a lot to advertisers willing to make a hit, new technologies and new advertising always find creative ways to stay in the minds of their consumers. It is no longer enough to open his wallet to display on the walls of the country - which is no longer legal, for that matter - and to bludgeon consumers with a day long message. Carglass’s famous “Carglass repairs, Carglass replaces”, citing more than a dozen times the brand name in a commercial of 30 seconds, seems to have understood the lesson. The little boy selling, uproariously, newspapers wandered the streets, today no longer have the success of yesteryear. Today, a simple message with a production of exception seems to be the key to success and rewards, as can prove the 2015 Cannes Lions’ palmares - the annual festival of advertising creativity.

If Internet is doing very well with a 4.6% growth (3.1% in 2013), film (-9.6%), radio (-1.4%), advertising mail (- 9.2%), and direct marketing (-5%) are at half-mast. Advertiser appear to favor digital (+ 55% in 2013 for mobile), but also PR (+ 3%), sponsorship (+ 1.4%), promotion (+1.6 %), trade shows and fairs (+ 1%) ... In short, a more direct contact with the consumer. Beyond that, television (+ 0.1%) and outdoor advertising (+ 0.8%) seem to restore the confidence of advertisers with a certainly low growth, but still higher than their 2013 loss (television; -3.5% in 2013 and -4.5% in 2012 - Outdoor advertising; -1.7% in 2013 and 2012). Regarding the 2015 balance sheet, IREP and FRANCE PUB seem optimistic expecting a smaller decline in advertising compared to 2014; -1% in Advertising revenues of the media and -0.6% of the advertisers communication expenses. Maybe we can imagine that media and advertising agencies will find a few more

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A NEW CREATIVE FORM FOR A NEW ECONOMY

Far from the glorious 30, companies are now, more than ever, looking for prosperous and beneficial investment. Brands do not really spend “wrongly and through” anymore. It is essential for agencies to review their methods of creating and think with their customers. It is about restoring the confidence of advertisers in the long term and not only speak about “immediate financial contributions”, but rather value and authenticity.

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C. I.

AN ECONOMIC STATUS IN CRISIS, BUT FULL OF OPPORTUNITIES

The economic and financial crisis, which started in 2008 with the subprime crisis, continues to make the news, both in France and in the world. At a time when the Greek economy dominated the newscasts, the word “crisis” seems, in fact, far from having disappeared. However, as stated by the firm NADEAU BELLAVANCE, if we generally hear that “communication is an investment, not an expense”, it remains true that “the communications budget is often the first cut when business suffers difficulties”. But Havas Media cautions that “divestment is paid very quickly, in advertising as in communication”, and often by market share. In 2013, this public relations and communication office then remarked that in reality it was more of a “psychological” crisis, in terms of consumption, and that the activity of their customers was generally “not so much affected”. Finally, this economic and financial crisis seems to have allowed advertising agencies to create again, develop new ideas and enhance their creativity by finding other more stable and convincing communication means than the “extraordinary”.

“THE NEUTRAL GROWTH, A HIGH COST OF RAW MATERIALS, NEIGHBORS STATES IN DECLINE AND A CONTINUED INCREASE IN UNEMPLOYMENT” have had a strong impact on French advertising agencies who have therefore redoubled their efforts to support their customers. When some began to directly display their prices on their posters, playing transparency, others have tried to reassure their customers, demonstrating their capacity or by abusing the nostalgic imagination and more caring social bond. Finally, many are trying to tell a story, in the idea of story-telling, “a better reality not far from the real life”. If the solution is not universal, specialists agree to affirm that “disinvest in communication is clearly not source of savings”. What matters is how to invest. But advertising seems always able to adapt to situations and seize opportunities and trends.

C. 2.

A COMMUNITIY AWARENESS & RESPONSIBLE BUSINESS

If the arrival of digital has foreshadowed a new era of more intrusive advertising, it also enabled agencies to diversify. For 10 years now, the digital advertising sector is of prime importance. Winning, adored, praised, digital campaigns offered a new breath to specialized agencies. In 2010, Buzzman agency made its name thanks to a campaign of a new kind, signed Tippex, where the exploitation of digital media finally made sense. Advertising then jumped on the opportunity of this new “instant” media. Agencies, but also brands understood the technical means at their disposal, but also thought about how to use them, while others were simply diversifying an image on multiple media. There, “formats change”. This is what Stuart McMILLAN says, when asked about trends in advertising, expressing this additional difficulty in defining the framework of a campaign. Currently, some campaigns are no longer just “print” or “video”, they are multimedia, wi no media or technical limit. We do not think “form” in the first place, but “content” and then the form takes this notion of exception to optimize the understanding of the message. Native Advertising also takes its source thinking this way. As a “Sponsored digital content that looks like an editorial environment” (Nicolas BORDAS), this form of communication seeks to be less intrusive and more in line with the context. Nicolas BORDAS

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states that this technique is also more efficient, “especially on mobile applications, at a time when the banners are not clicked anymore and (...) videos (...) not viewed until the end”. But then should advertising be hidden? Would the “non-intrusiveness” be the key? Not really according to the French advertiser. “ADVERTISING DIFFERS FROM INFORMATION. (...) IT IS INFORMATION ORIENTED BY A COMMERCIAL PURPOSE AND, AS SUCH, IT MUST BE “OUT” OF PURE INFORMATIVE LOGIC, TO BE EFFICIENT. ADVERTISING HAS NOTHING TO GAIN FROM MOVING FORWARD MASKED. NOT ONLY THE POSITIVE EFFECTS OF “NONINTRUSIVENESS” WILL SUDDENLY DISAPPEAR WHEN THE READER DISCOVERS THAT THE INFORMATION WAS FROM ADVERTISING, BUT IN ADDITION, THIS PROCESS IS LIKELY TO DISCREDIT THE BROADCASTER MEDIA. THAT IS WHY IT IS ESSENTIAL THAT THE PUBLIC BE INFORMED OF THE ADVERTISING NATURE OF SPONSORED CONTENT.“ (NICOLAS BORDAS) It is therefore about avoiding the massive intrusion, but not at the expense of the advertising content.

PHOTOS : “ Le Jus le plus frais “ - “ Like a Girl ” - “ Nat Geo Wild “ @Danstapub.com

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PHOTOS : “ Surfrider Barcode Scanner 2 “ @Pbt3000xlavoie.blogspot.com

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A content that is also increasingly committed. Mr McMILLAN, Creative Director of Lg2, says that more “Grands Prix are linked to causes. (...) By binding to causes they (brands) are trying to define their identity, how they are perceived by consumers and how they can bring them something meaningful. This represents the ability to create a strong and lasting bond with them”. Far from being a trend, and beyond loyalty, to bind a cause for an advertiser is a sustainable and beneficial change. “SOME MAY THINK THAT THESE INITIATIVES ONLY AFFECT A FEW PEOPLE AND ARE ONLY MADE FOR CANNES LIONS, BUT WHEN YOU LOOK AT THE IMPACT THEY HAVE HAD ON POPULATIONS, IT MUST BE NOTED THAT THIS IS NOT TRUE.“ he states. Nowadays, it becomes necessary for brands to be authentic. If it was only about achieving marketing objectives, it would not last in the long term. “Today’s consumers are smart and educated.” It is essential for companies to engage sincerely and fully, facing a consumer usually not convinced of his honesty at first glance. - 51 -

C. 3. COMMUNICATION SERVING MANKIND If the beginnings of advertising looked like propaganda, it seems legitimate for consumers to be wary of a trade that extolled the merits of tobacco and some dubious political aspects. In 2014, Yonnel POIVRELE LOHÉ published a book to remind these manipulations. But just to prove that there is a real emergence regarding responsible communication, which consists of an awareness of its negative impacts and an effort to limit those. “To adhere to a message, isn’t the best solution to find a true imaginary, to restore the dialogue with all the stakeholders, and develop the culture of proof?” (Yonnel POIVRE-LE LOHÉ) . Responsible communication has several degrees: “the commitment to responsible causes for advertisers, but also a responsible practice for the industry, and finally, a responsible speech”, according to Hervé DE CLERCK - founder of ACT Responsible, a non-profit initiative whose mission is to federate, promote and inspire good practices of advertising and communication for social responsibility and sustainable development. He explains how the impact of communication on opinions, attitudes and behavior of society gave an important role to this profession, with regard to sustainable development. “We must realize that we leave a sort of “carbon footprint” in the brains of people”, according to Hervé DE CLERCK. Beyond the dreamy part, he also confirms that technological and strategic change have transformed significantly the advertising speech. “The public is irascible when we bother him, fearing manipulation.” And to answer this fear, advertising agencies

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had to “be more creative in the messages but also in the way they try to deliver it”. This is not really an informational message anymore, but almost a participatory experience. An experience through which consumers require some transparency from advertisers. After all, consumers develop this notion of “consum-actor” attributed to them, especially through social networks “whose ability to change brands practices or bring down corrupt regimes” takes everyday more strenght. The consumer defines tomorrow’s advertising as advertising defines its daily life style. Alexandre PASCHE - Le Journal du Net writes : “A NEW FORM OF RESPONSIBLE & TRANSMEDIA ADVERTISING EMERGES. COMMERCIALS ARE NOW MORE HONEST, MORE DIRECT, UNADORNED. THEY ARE USUALLY LONGER AND RICHER IN ARGUMENTS THAN TRADITIONAL COMMERCIALS. THEY ARE MADE WITH FEW RESOURCES BUT A LOT MORE CONVINCING ACCORDING TO CITIZENS & CONSUMERS. “ Thus confirming the statements of the Association for a more responsible communication, announcing that “advertising is evolving towards responsible practices”.

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PHOTOS : “ Mary “ - DOVE @Adsoftheworld.com

PHOTO : “ Biocoop - La campagne responsable “ @Lareclame.fr

* “Our biological agriculture is always more committed.”

BIOCOOP C. 3. 1.

Biocoop is the leading bio brand in France for over 25 years. In March 2015, the agency Fred & Farid Paris got attributed the following brief: a campaign conveying Biocoop values. According to Olivier LEFÈBVRE Creative director -, the idea seemed simple and obvious. It was essential to try to achieve the most eco-friendly campaign possible, to reflect the values applied daily by Biocoop. Thanks to prints made with pinhole - a basic camera -, painted posters with organic inks by hand, a website weighing only 3 megs, 0 tweet created, a brand content film made from Brolex camera - back up by hand with organic products -, shifts in hybrid car and bike,

real farmers far from actors ... The campaign has issued only 5.9 tons of CO2, 3 times fewer than a conventional campaign (15.6 tonnes). And the results? 7,312 tweets, 98% of positive mentions, 156,000 visits on Biocoop Twitter profile, 2,300 earned followers and especially 1,455 tweets including the word “genius”. The creative director indicates, “the brand has been seen as courageous, with a campaign that was not greenwashing because really honest with its values, transposed literally at every step”. These results allow to imagine and appreciate the benefits of an eco-responsible advertising campaign, which is far from an intuitive concept at present. Today, advertisers

shoot hundreds of photos and devote hours of editing them on Photoshop, for example. This is a time of excess, when it is clearly possible to avoid it. Through this campaign, Fred & Farid and Biocoop proved that “the proportion of the population who tries to be environmentally responsible is growing”. But also that digital can be approached differently and more responsibly. What this campaign has taught them? “That having an eco-friendly approach requires a lot of preparation, confidence and professionalism. Good things in itself!“ Nothing that could scare advertisers or advertising agencies.

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Hypothesis A.

REMINDER OF THE PROBLEMATIC

THE ASSUMPTIONS USED

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REMINDER OF THE PROBLEMATIC COMMUNICATION

SERVING

RESPONSIBLE

DEBATE / OR HOW FREDERIC BEIGBEIDERâ&#x20AC;&#x2122;S VERMIN WHO SMILES AT YOU MAY CONVEY ALTRUISTIC VALUES ?

Consumers are increasingly wary of advertising discourse. The golden age of advertising did not allow it to be more credible for a consumer who remembers those years of propaganda. However, in this rough financial period, consumers requires a certain authenticity from the brands he likes. At the time of a participatory web and a transmedia development, brands must present reliable arguments and demonstrate their goodwill, or face the disaffection of vulnerable customers who may soon leave towards an ever more accessible competition. It is then interesting to wonder which direction takes advertising and if this trend of responsible communication is a real key. If so, what are the concrete solutions to win consumersâ&#x20AC;&#x2122; hearts and forget that intrusive image that advertising has decked? Is digital really the only key to a benevolent advertising? Does the cost of this transition scare advertisers? Can only NGOs communicate responsibly? So many questions that we will try to answer.

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THE ASSUMPTIONS USED - Advertising will never be associated with altruistic values in the french collective unconscious.

- Altruistic values assigned to a mark only pass by the message it conveys in its communication.

- The cost incurred for an eco-responsible ad campaign & the legal limits will always be too high compared to earnings, according to the advertiser.

- A responsible ad campaign should not be extravagant.

- Only responsible & social advertisers can convey a responsible speech. - Digital is the only medium in which advertising can convey responsible values.

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- There is no advantage in advertising to convey altruistic values.

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Methodology A.

QUANTITATIVE STUDY

QUALITATIVE STUDIES

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PHOTO : “ Communiquer-entreprise ” @startmystory.fr

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It seems clear that advertising involves various players. The advertiser, its intermediary advertising agency - and the consumer are the three key players in the advertising innovationâ&#x20AC;&#x2122;s evolution. The advertiser is the only decision maker when he has to chose to take responsibility or not in his communication campaign. However, he made this choice based on what his target may think, but also what the agency proposes to him to reach this target. The advertising agency, meanwhile, innovates and positions itself according to

supply and demand, that is to say what the advertiser wants to do and what the consumer agrees to receive. Advertising, in general, keeps evolving, whether in technical or creative ways. Therefore, it seems appropriate to consider the point of views of these three stakeholders to understand how advertising is shaped and continues its evolution. We will explore the subject with these players, through qualitative and quantitative studies, which will allow us to describe the behavior of a market that is constantly evolving.

QUANTITATIVE STUDY

QUALITATIVE STUDIES

To begin with, it is necessary to conduct a survey among the general public in order to optimize our understanding of his views and what he likes or not in advertising. We can then assess the image he perceives of this commitment through various reasons. Internet allows us to broadcast to many a survey with 13 questions, in forms of scales, dichotomous, but also open or multiple choice (note: Appendix 1). This survey will assess the advertising image according to those we hope to achieve through it. We will study, then, the results of this survey on a sample of more than 100 people, to optimize the performance of this panel in relation to French society. However, including a panel this low, this survey will not be deferred to the French population. It will only permit ourselves to develop possible directions to take.

Then we will conduct various interviews with some industry professionals (note: Appendix 2). These will allow us thus, through their experience and their relationship with this profession, to obtain more concrete and optimal answers on opportunities, commitment may provide in the future. For a start, we will study the idea from the perspective of advertisers, questioning some managers brands and companies to find out their personal and professional point of views, for small companies but also more substantial. Indeed, needs are not the same, given the sectorâ&#x20AC;&#x2122;s visibility and business reputation. We also will discuss issues of interest with Mr. Yves COLIN, to understand with him, Communications Director of the Fondation AbbĂŠ Pierre, what are the challenges of a committed communication. And finally, advertising professionals will also allow us to look ahead responsibility in advertising in terms of strategy and creation. We will discuss together what are its limits and if the digital truly brings more opportunities than others.

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PHOTO : Mr Yves COLIN - Communications Director - Fondation AbbĂŠ Pierre

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Field study

Following this quantitative and qualitative survey, we will now evaluate the recovered data. From the consumer to the agency through the advertiser but also the form, means and, above all, creative advertising, we will estimate which are the issues, opportunities and constraints linked to the responsible communication.

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“ ADVERTISING WILL NEVER BE ASSOCIATED WITH ALTRUISTIC VALUES IN THE FRENCH COLLECTIVE UNCONSCIOUS. // CONSUMER A

“In my opinion, advertising is only a matter of marketing and “big money”, so I do not see how it could be altruistic.“ (One panelist) Indeed, when asked Internet users what is the main purpose of advertising, if one of them answers “to brainwash people”, 43.7% of the panel do quite agree to indicate that it encourages consumption. Beyond the advertiser-consumer relationship, and the simple fact of information, consumers feel mostly manipulated by some seduction hard work. Could it be because of this manipulative seduction that 9.5% of the panel admit to never pay attention to the advertising campaigns they intersect? What is for sure is that 24.6% of them sincerely believe crossing “more than enough” ads a day and that 77% have a negative outlook of advertising . This is not really flattering for a job that takes so much energy. Fortunately 46% of the Internet users thinks about advertising in a creative way, but it is a bit insignificant compared to the 52.4% who consider it repetitive and 38.1%, misleading, intrusive (34.1%) and annoying (31%). What happened to the golden age of advertising to no longer be a great memory in the eyes of the consumer? According to BEPUB.COM, the consumer is now increasingly becoming a consumer-citizen pending for some ethics from companies. By this professional media site, “93% of consumers have already changed or waived brand for societal or environmental reasons (source: La Poste barometer / CSA 2007) and 75% of the French consider that (sustainable development) is a necessity

(source: Study Aegis Media Expert and Ethicity ADEME)”. We can sincerely believe that there are new expectations on the part of society. A CSR approach seems essential for companies, whether in communication or elsewhere. Above all, BEPUB.COM precises the goal “is to inform before thinking advertising” or inform rather than seduce. “Accuracy and credibility, objectivity ... These are the precepts to follow.” Currently, among the panel of Internet users, only 4% think advertising is committed. Besides, if you want to go further, 14.3% think that advertising is absolutely not. Whether or not humanitarian, those especially try to forget about any ads around them. Yet when we ask the panel if it would prefer a creative campaign or a responsible one, the majority (57.1%) do not wish to abandon either criterion, considering more appreciable a campaign that combines these two aspects on an equal level. Charline PEREIRA - Account Executive at France Télévisions Publicité - thinks impossible an altruistic advertising, like the majority of the panel (43.7%). Mainly “because the advertiser pays the advertising” anyway. Especially since “the advertiser is necessarily interested when advertising” whether selling something, to increase its sales, its earnings or its image.

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* “Which adjectives do you associate advertising with ?” “How do you feel about advertising ?” - 69 -

PHOTO : “Sécurité routière” @Huffingtonpost.fr

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* “You just forgot an indicator. He is just a bit dead.”

Joanna COLLIN - marketing assistant - states that altruism is possible, but only in an interested manner. “If TF1 offers advertising space to Restos du Coeur, it will also be for its image. (...) Although, in the end, the result is the same: it benefits others, so this is at least partly altruistic.“ She can therefore believe in this concept, but issuing some doubts, which coincides with the words of 37.3% of the panel. Renato COSTANTINI - multidisciplinary contractor says that there are two forms of altruism. If advertising is quite capable of “re-value things and people forgotten by a system that gallops without looking too closely or back, or on the sides”, it will never be for free. In that sense, if in principle, “we do not receive some compensation when helping others”, an advertising campaign will always cost something for the final customer. An ad can not be altruistic in the strict sense. But beyond this aspect, he admits, an “engaged communication is honest communication with all its stakeholders”, represented by the respect for the consumer, civic values that are nature or humanity, but also the maintenance of fair margins and actual costs. If opinions are mixed, the concept of responsible communication is nonetheless not disregard. It is interesting to observe that even before talking about responsible communication within the survey, when asked to discuss an ad campaign that marked users positively, almost 50% of them refer to a responsible one. Indeed, a little further, users express their interest in honesty (32.5%) and creativity (38.1%) even more than humor (22.2%) and simplicity (11,9%). The consumer seems to seek those values to counter a work he considers

deceptive and sometimes stultifying. Eloise POUGET - graphic/web designer - says it seems to her “obvious that advertising has a big impact on users who may easily feel involved and act in consequence”. It is up to advertisers “to want it too” as Guillaume LEGARJEAN precises - project/community manager. In his agency, “many proposals do not pass for some advertisers, but we do not lose hope. We continue to try to change the vision of our customers and therefore our approach in terms of production and intellectual approach to what should, today, be advertising“. If altruistic advertising in the strict sense seems little doable for advertising agencies, a responsible form of communication conveying simple values seems quite possible. Currently, however, these values do not necessarily coincide with the image that consumers have for this business. It is up to advertisers to think about and to create a possible more responsible advertising, honest and creative. Maybe so can we change the opinion of this, very pessimistic, user which states that advertising “makes you want to die”?

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“ THE COST INCURRED FOR AN ECO-RESPONSIBLE AD CAMPAIGN & THE LEGAL LIMITS WILL ALWAYS BE TOO HIGH COMPARED TO EARNINGS, ACCORDING TO THE ADVERTISER. // MEANS B

If the consumer seems quite able to appreciate more responsible, honest and societal advertising, perhaps is it the cost of such work that frightens communication agencies? Since today, whether in the construction, food or energy sector, many companies are looking to get a more responsible label. Is this the case in communication? According to the UDA website (Union Of Advertisers), a Charter of advertisers commitments for responsible communication exists since 2007. Indeed, since late 2001, one of the UDA’s three missions is to promote responsible communication. Since March 2015, it offers a self-diagnostic online tool that covers all fields of responsible communication for a company: eco-design, content, messages or responsible purchasing. It allows to identify its own strengths and weaknesses, offering suggestions for improvement and its position relative to the average of the signatories. In short, the French legislation seems definitely encouraging more responsible and thoughtful communication. With the advent of digital, Sustainable Development approach and CSR companies were offered a new ethical dimension, in a transparency interest. According to Constant CALVO, Associate Director at ADHERE RH, “responsable communication combined with digital culture calls on companies to engage immediately management changes”. And this one seems rather optimistic

and enthusiastic about it. If CSR approaches were, for years, considered a passing fad, today, they are, instead, increasingly advocated. “Because the concepts and CSR issues have made their way, ideas germinate, resistance falls, leadership asserts, initiatives are multiplying, awareness evolves, the international environment changes (...). CSR communication will finally be able to establish its credentials. It will stop being declarative to become factual. It has never been so little about CSR, which is good news. (...) The actors are mobilizing, projects are discussed and built, teams are formed. Silence! We are working.” Exclaims fervently Constant CALVO. And that’s for the best! We can then not really say that there are legal constraints regarding responsible communication. On the contrary, society and the current political promote this awareness. However, one might think that responsible communication is more expensive from the moment it uses eco-friendly means (eg, Biocoop). However, as we have already been able to clear, responsible communication not only exercise through this method. Moreover, only 11.1% of the panel consider such technical means as defining a responsible and committed communication. But a committed speech, an honest, responsible and respectful of the consumer and the advertiser discourse does not cost much, or at least more than any other.

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PHOTO : “CSR” @Daf-mag.fr

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PHOTO : “CSR” @Chefdentreprise.com

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Besides, listening to our speakers, this expense rarely frightens them. According to them, communication is usually an investment more than an expense. If Céline BERNARD - President of the Relais pour la Vie, a charitable event - has some doubts about the accessibility of this practice for small businesses, she also states that it depends on the scale of the campaign. Indeed, “communication is an investment if it is well thought and an expense if unsuitable” as stated Olivier RONCHI - property manager. But isn’t what matters the “consumers’ feedback”, as stated Melanie BINAMÉ? The price of a responsible communication campaign does not frighten Barbara JORQUERA - esthetician and makeup artist -, if this investment is made wisely. However, Renato COSTANTINI has some suspicions. If it seems obvious that to promote its products/services is a necessary investment “in a world where competition is increasingly strong”, the current economic situation reminds us that “every expense must be controlled. (...) To spend just to get seen has become heresy”. It is therefore important to think this expense whatsoever. Because ultimately taking risks can definitely be good. “A smart spending is an investment for the future,” as he says. Now, facing a “great idea”, Mr Renato COSTANTINI is “able to forget every budget in the world”. But he also thinks that this is not the case for many people and, nowadays, “the majority of people (and business leaders, in particular) is more concerned with price than any other consideration”. If law do not scare advertisers regarding responsible communication, the cost of such a campaign may curb some who do not imagine any profit over the long term. Yet the rewards and returns of some responsible ad campaigns could convince them otherwise. But a longer time of reflection, more transparency, some risk to lose credibility are all reasons that can scare a leader, cautious to invest, especially in these economic confused times.

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“ ONLY RESPONSIBLE & SOCIAL ADVERTISERS CAN CONVEY A RESPONSIBLE SPEECH. // ADVERTISER C

In 2014, 141 cases out of 229 (61%) applying for the Prize COMMUNICATION & ENTREPRISES declared integrate CSR into their communication. If this figure rose, the company would like to see much more. After years of “waste of resources, small arrangements with the truth for the message to be more eye-catching, abuse frequency of publications”, it seemed time for agencies to find a way “to reconcile companies, brands and public”, according to CONSEILSMARKETING. COM. Responsible communication had then a place to be and grow. Hard to define, this one brings confusion among businesses. If it is not simply to apply sustainable development, environmental or CSR in advertising, what is it? According to the media website, “responsible communication is an attitude, a contribution to the awareness to environmental and social observations”. It is about considering the current social situation and adapt to it in a transparent and honest way. Responsible communication can be expressed everywhere and for everyone. “This is to communicate responsibly” and not only through sustainable development. Being responsible means “to create a new definition of the relationship between the brand and its

customers”. And, civil society (NGOs, Institutions ...) is not the only one who can take this responsibility. Responsible communication does not shirk. “Its authors are aware of their messages impact for the company and its ecosystem”, according to those advisors. In the end, responsible communication is based on a “lasting confidence, less ephemeral, over the medium term”. Yves COLIN - Communications Director at the Fondation Abbé Pierre - explains very well this idea: “But what do communicate responsibly means? If this is both to preserve the common good and to participate in living together, all information prescriptive entities have this ability (market sector, public, religious ...). The mercantile relationship can disturb the intentions, but it does not prevent - theoretically - any players in the market world to deliver social messages.” By Barbara JORQUERA, it should be an obligation. Céline BERNARD would communicate more responsibly, as all other interveners, but while remaining powerful and original. This fear of losing in power, where does it come from? If there is one thing that good ad campaigns know, these are the rewards and recognition. What can they be afraid of?

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PHOTO : “Not My Problem” @Batman.wikia.com

To name a few, the Marcel agency, Publicis groupe, has been winning numerous awards for its campaign “The most fresh juice” - Intermarché. Producer-retailer, the brand decided to embody the control of its entire production chain. Seamlessly, following the success of his campaign “Ugly fruits and vegetables” Intermarché has relied on its freshness: by creating a new brand of fresh orange juice, iconic symbol of mobile and urban consumption, which is labelled the time at which the juice has been pressed. This campaign has enabled the agency to win a Silver Lion and Bronze Lion in 2015. Dove - famous cosmetics brand - is also famous for its non-stereotypical ads, lately. Exit the anorexic and childy models, for ten years Dove has been speaking through a courageous speech. By staging the diversity of beauty, Dove returns to basics: simplicity. When all the brands use and abuse of Photoshop, creating a bad unnamed buzz, Dove promises well-being. “When you ask women what makes them feel beautiful, they respond: to be loved, do something I love, take care of me. And to the question, what products do you use to feel more attractive, they respond: deodorant, hair products, perfumes, body lotions and facial treatments”, notes Delphine PEYREL, Brand Manager. Just as The Body Shop, whose self-esteem remains a fundamental, Dove

supports its communication on the welfare of its consumers and not the appearance of its models. With over 59 million views on YouTube, the video “Always #Like a Girl” and - the Chicagoan agency - Leo Burnett saw themselves awarded a 2015 Golden Lion. By partnering with a cause, again beyond the stereotypes, Always has been increasing, not its fame which is already Top of Mind, but its kindness, involvement and branding through a positive message that generates a reflection on these expressions of everyday language. Indeed, “When did doing things #like a girl become an insult”? Charline PEREIRA explains that for some advertisers, this responsible and committed aspect is important. “In line with the evolution of modern society, which needs this aspect to feel good, either for themselves or to society, (...) responsibility is a selling point, but as any other one” in advertising. Unfortunately, “everyone can say he is committed and responsible, but it is not easy for everyone to do so”. Absolutely. It is also one of the reasons why Prodimarques - an association of Grandes Marques - started this great project: LESGRANDESMARQUESSENGAGENT.COM. “To answer the questions asked by the French consumer about products and the companies that produce them.” Brands that participate - the

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“Great Brands” - talk about their products related actions, but also environment, society and providers. For the sake of innovation, pleasure and commitment, this association allows to better engage and meet the expectations of society. Among these brands, we find Heineken, La Vache qui Rit, Bonduelle, Caprice des Dieux, or Herta and Puget, as many advertisers who are not originally “social” or labeled “responsible”. After all, communicating more responsibly is not only about being in the civilian sector. There is now a number of ways, technical and other measures, such that it is possible to be responsible no matter the sector of origin. Responsible word goes through a multitude of processes, accessible from many sectors of activity.

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“ DIGITAL IS THE ONLY MEDIUM IN WHICH ADVERTISING CAN CONVEY RESPONSIBLE VALUES. // MEDIA D

PHOTO : “Native Advertising” @Specialistuk.com

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“Digital brings solace, in the sense that advertiser can follow his daily campaigns and adjust according to his KPIs. But many are still hesitant to the idea of investing on the web, because the audience seems less qualified than the television one, for example. Many are there because the competition is“ according to Charline PEREIRA. Is digital as infallible as it seems? According to COMMUNICATION & ENTREPRISE, it is a mistake to think that “digitization of communication is sufficient to render the action of responsible communication. The digital carbon footprint today is higher than the use of paper and exceeds the global air transport one!” When the advent of the digital has been able to make some advertisers think that this tool would make, on its own, responsible a campaign through its nonmaterialisation, it turns out that’s not far from the contrary. “In September 2012, for example, Google had disclosed the weight of its carbon footprint: 1.5 million tons of CO2, the equivalent of what the Burkina Faso emits every year.” Yves COLIN explains: “A music band sang in the 90s a title named “Revolution dot com”, which already summed up what digital could cause. A stopgap of the IRL combat. One must consider the digital tools for what it is: a communication tool like others, strong in places and deficient in others. Being truly powerful with the condition of being used with other tools, together, crossing public and meeting points. The digital is not a new civilization, the fantasy of some does not make sense. It is a set of tools that have still failed to unseat the most powerful traditional media. “ World Wide Web has enabled a “social dimension”, as Guillaume LEGARJEAN admits. “A greater connection between users and brands, and the creation of a real participatory and community connected” (POUGET) giving voice to consumers in a totally explicit way. “This forces communicants to advise some useful content to their

customers and brands to create valuable content for their customers” (GL), while allowing small budget companies to be able to also communicate, which they were not necessarily with traditional media, usually more expensive, according to Joanna COLLIN. She also stipulates that it is “easier to bring the consumer to a specific information, either with a clickable link or shared content”. Snapshot and community significantly prevail on this medium, but at what price? In fact, trying too hard to inform, in any form whatsoever, the user seems sinking in this form of advertising, causing it to lose a substantial legitimacy. Too much information makes the user feel insensible to any promotions of all kinds. “The reflex is to delete”, as indicated Joanna COLLIN. But as a young media (according to the age of the users), digital is pretty unforgiving facing bad buzz, and rather reactively. A good control of this tool is necessary to “defuse the bombs”. Guillaume LEGARJEAN - social web and brand strategy fanatic - believes that “too much digital kills the digital”. Possibilities are endless, but you must know how to balance that advantage. He also evokes the trend of Growth Hacking: an e-marketing technology allowing to accelerate the development of start-ups by using creative methods, analytical thinking and development of social systems metric (Wikipedia). It is all a question of dosage. To optimize a digital campaign, according to our participants, we need accessibility, interactivity and social strategy. “We have to engage our community, to disseminate information to the greatest number.” (LEGARJEAN) “What matters, in 2015, are accessibility and compatibility with the many different devices.” (POUGET) It is certainly not only about using web as the ultimate tool, to simply be “connected”, without thinking in its use. Nomadism, participation, responsive, community, usability, responsiveness are all terms that are important in

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PHOTO : “Native Advertising” @Grewallevymarketing.files.wordpress.com

a digital campaign. Certainly, this media has its advantages, but it is even more important to control them, as well as the negative repercussions that may also lead to significant risks. It is tempting to use the digital and its assets quickly. “But isn’t it better to take a little more time to review its values and create a real strategy to retain its community over a long period, rather than using every tool possible and lose its relevance, to ultimately not being seen by anyone...?” (LEGARJEAN) Although, well-used, it must be admitted that this tool can be revolutionary. If digital project managers do not seem to notice the limits of this medium, we can only appreciate their unlimited creativity. Eloise POUGET tells: “I have the souvenir of a digital ad campaign for AIDS: Sexy Fingers, a finger to get tested. It was fun to play with “sexual” entertainment.

This website has been around social networks and was very relayed. It was a way to treat a somewhat taboo and often misunderstood subject with humor, and then reach a wide audience.“ Eventually, when we talk about more responsible communication media, these stakeholders agree relatively quickly on more direct and less virtual means: event communication, according to Eloise POUGET, by human contact “on the field“ - or street marketing in a social dimension related to social networks, key tool to support a campaign, according to Guillaume LEGARJEAN. The digital is thus a very interesting, sufficiently instantaneous and creative media to convey altruistic values to a community, in more interactive ways than any others, but sparingly if possible. We should, however, not forget other forms of communication, equally efficient, also allowing to share a responsible speech.

“ ALTRUISTIC VALUES ASSIGNED TO A MARK ONLY PASS BY THE MESSAGE IT CONVEYS IN ITS COMMUNICATION // FORM & SUBSTANCE E When one queries the panel on the definition of responsible communication, 65.9% of them agree that it is a committed and responsible speech from the advertiser, or a content issue. Only 11.1% of them define it as a campaign produced from bio-technical means or a responsible form. Indeed, according to Yves COLIN, a campaign must first be understood, convey a message. A good communication campaign serves a strategy and values its signatory. A committed campaign, meanwhile, “conveys the image of a brand that takes part” as stated Charline PEREIRA. But above all, it is a campaign that commits and “which is held” beyond the public image. The ÉCONOVATEUR, meanwhile, defines the responsible communication as follows: “To translate into concrete action the new social and environmental expectations of society, to assume its share of responsibility in the establishment and strengthening of social bonds and communicate in a genuine exchange...”. It is therefore a good content, but also a form of external and internal actions. Moreover, it is with this idea that Joanna COLLIN states that she believes it is “a campaign in which the financial interest is not reflected directly”. This is not spending in bio-resources

materials anyhow, but to think before acting responsible. It is not conveying the values under the pretext that it must be so, but to be consistent with the ideas of the advertiser. “Believe it is possible to ride the wave of sustainable development without a real ethical commitment is a serious error” indicates BEPUB.COM. Just as it is often unnecessary and unwelcome to abuse of ecological arguments “risking of being accused of greenwashing” - marketing process whose goal is to provide a responsible environmental image, often wrongly.

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If the format can be varied, based on eco-friendly means, through inexpensive media, and social advertisers, what matters is the truth of the content : a concerned, transparent and respectful speech towards the consumer. Responsible campaign can be dematerialized if concerned for the environment, but only if this does not contradict its entrepreneurial values. It has to reveal what matters to a company and its stakeholders. When we asked the panel to discuss a campaign that marked them positively, it often was a campaign through which they feel involved: “It made us aware of the world in which we live”, “For once, we talk about real values”, “It uses advertising as a vehicle for reflection and positive ideas”, “An advertisement with a non-interested look”... One of the Internet users takes for example the Meetic’s ad campaign: If you do not like your imperfections, someone will love them for you. For reasons that might be less responsible, but always in a “selfless” form, Meetic arouses interest and “develops the likability” of a consumer who feels involved. To generate values other than mercantile, it is possible to simplify the message, to find out what really interests the consumer. Among the quoted communication campaigns, we often find Oasis and its freshness of living, Evian and its Youth Revival, the Ugly fruit and vegetables, as well as many campaigns about road safety ... oddly. But also some slogans. Indeed, Nespresso, Choco Swiss, Petit Bateau ... All seem to have a positive lasting impression.

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Not necessarily responsibly, but it implies that if the content is of first importance, the way it is transcribed as well. It would, indeed, be a shame to have a good strategy and fail its realization. One of the panelists said that a campaign that marked him was a museum one, which relates the history of immigration, with those catchy slogans: Our ancestors were not all Gallic. Immigration makes always stories. Because ultimately it is indeed about this: tell a story about a company’s values. Develop a likability by binding the consumer with transparency and truth. First with a speech, but also through a creative form, whether it is through listening to the public, with the influence of societal reality and effectiveness. “Saying true does not mean not to sell, seduce, value. A company can remain attractive while being sincere and responsible”, explains CONSEILSMARKETING. COM. “Making responsible communication does not mean being perfect, but to know and use best practices and be in a process of progress.”

“ A RESPONSIBLE AD CAMPAIGN SHOULD NOT BE EXTRAVAGANT. // CREATION

In March 2015, Biocoop launched a campaign as responsible as possible, conveying the brand’s values. For 41.3% of the panel, the campaign has inspired trust and respect (39.7%). Only 21.4% distrusted it and 14.3% felt some sarcasm watching this campaign without any frills. According to one of the panelist, this is “an intelligent campaign that uses the digital wisely and that all brands and agencies should follow - concerning the approach”. Would creative simplicity be the key to success in a responsible campaign? Not necessarily considering that only 11.9% of the sample say they would focus more on a simple ad at the expense of a creative and honest discourse. But indeed, “the target will be the one who will judge the company as responsible or not”, as CONSEILSMARKETING.COM says. “They are the ones who can forgive a mistake made by a company in which they have confidence, think honest, not one that they know without faith or law.” And if we follow what the panel says, beyond the frills that ultimately seems not to bother consumers, two, three aspects seem to infuriate more; To the question “What advertising campaign annoys you?”, it includes, in particular, many mentions concerning misleading advertising: “All false campaigns that try to convince consumers that a product is revolutionary.” / “They take us for morons.” / “It is lying to us, nonsense!” But if the lie exasperates, the current consumer feels cheated and especially often taken for an idiot, when he is not : “They

really take people for fools” / “All” / “We feel infantilized.” / “Those who treats me like a sheep.” And beware, if a slogan may be highly appreciated, it can also quickly become annoying and heady, according to what says the panel and the number of slogans mentioned: “CARGLASSSSSS” / “C’est la MAF que j’préfère, c’est la MAF!” / “Il court, il court, Courmayeur, machin chose” / “Gifi, des idées de génie” / “Merchurochrome, le pansement des héros !!” … Too stereotypical, heady, intrusive, repetitive ... If not all the panel could include a campaign that was marked positively, all expressed themselves (99%) regarding the negative aspect of advertising, shouting “All” and words of all kinds: “Stultifying” / “As if the world had a template to respect” / “Those hypersexualized women for commercial purposes” / “The ones we see too often, it is painful”... Creating a campaign involves the means and the form a speech is shared with. We can thus retain from the panel that none of them really complained about the form that took a message, if not when it falls overboard: stereotype, repetition, intrusion... Isn’t it sad to invest in resources that become negative for a brand? Can advertisers really afford to annoy a consumer facing an increasing competition? Advertising means and creation now enable to achieve what is called “the great publicity stunts”. Thinking “outside the box”, some agencies convey values that serve a specific strategy of small smart marketing moves. The coolest Intermarché juice, for example, made more noise, rethinking a label

PHOTO : “Coca-Cola Escalator” @Streetcommunication.fr

than displaying a campaign on all billboards in the country. Nowadays, beyond media, there is a form of creation that go out of the frames. Who uses the web, not for a single banner, but an experience, as a vector. When Oasis and Smart use location-way display, these brands exceed conventions. Web series, street marketing, countdowns... It is now possible to tell a story less conventionally and just as powerful. Poster can be paper, video, formatted or not. An audiovisual campaign can last 30 or 10 seconds, be broadcast online or in large format. A shop can be fleeting.

Facing a reluctant consumer, perhaps is it more responsible today to think about less recurring unwanted means. Today and tomorrowâ&#x20AC;&#x2122;s advertising seems to be some sort of creation, simplified, but smarter than ever, conveyed by an honest and consistent strategy. It is not to be as less extravagant as possible, but to push creativity beyond a visual overkill, and to increase its awareness for good reasons.

“ THERE IS NO ADVANTAGE IN ADVERTISING TO CONVEY ALTRUISTIC VALUES. // BENEFITS, OPPORTUNITIES & LIMITS G

What advantages does have to gain advertising by committing? “Building the identity of a brand closer to its consumers, and honest Encourage natural advertising (word of mouth, etc.) - Establish trust with consumers - Standing out from the competition - Convey humanitarian and responsible ideas, vouch for a better life for consumers.” Here is the answer of a panelist who seems particularly inspired by this issue. However, one can notice that all of them have looked for a moment on this. Confidence (26.19%) and credibility (19.84%) are two terms that occur repeatedly. But branding, consumer’s membership, and loyalty are also learned. If 13 out of 126 users do absolutely not think that would change much, others look set to enjoy a more credible and trustworthy ad. “Compassion,

membership, proximity, impact...” So many values that allow an advertiser to gain image and reputation. “Ads must not be purely commercial.” / “It should not give us the impression of being mass consumers, but rather interlocutors.” / “It should serve to raise awareness and educate consumers rather than brutalize and prevent them from thinking. It has to enter its time and become trustworthy.” This panel of ordinary consumers includes students, retirees, entrepreneurs, employees in urban and rural areas between 15 and 50 years, and among them, there are many people anxious to be seduced by nothing more than the greed and visual overkill. We can definitely feel a desire to see an advertisement that “affects a wider audience, which does not recognize itself in the current advertising system, which he sees as an assault.”

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PHOTO : “Confiance en soi” @Partenaire-motivation.com

Although we also found many more dubious people (10%) saying this idea is only about complying “to the moral conscience that develops in all areas of society, not by choice or conviction, but by obligation”. Saying “I do not care”, some users no longer believe and see, certainly, no future for this more responsible advertising. But this small part of users can’t be a reason to give up considering 90% of the panel is just waiting to be sensitized. However, it is true that as indicated by a panel member, “advertising is a showcase and is, therefore, conveying the image of its sponsor, whether it is honest, misleading, committed or humanist”. But now we have seen that there is a multitude of processes by which liability may be engaged, and at different scales. It is not only about being “responsible”, but “more responsible”. It is now proven that, as stated

Renato COSTANTINI, “we realized, lately, an increasing movement of people refractory to all that “reeks of money”. (...) By demonstrating that there are more “down-to-earth” ways to promote products, companies which will be in charge of this responsible advertising could “pull the chestnuts out of the fire” in the years to come !” Since there is a big advantage to at least try to take more responsibility: to become trustworthy and gain credibility. In fact, Yves COLIN believes that the real “immediate benefit is an image one”.

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“ OUI MARKETING // AGENCY H “IN ADVERTISING, EVERYONE TALKS ABOUT ONE DAY WORKING IN A HUMANITARIAN ORGANIZATION, BUT MEANWHILE, NOBODY DOES IT BECAUSE VOLUNTEERING IS NOT YET SUFFICIENTLY WELL PAID.” DANS LA PUBLICITÉ Certainly. So in the meantime that volunteering becomes sufficiently well paid, OUI Marketing - a communication, marketing and advertising agency in Montreal, “The agency worthy of its name” - defines exactly what we have dissect in those pages, through an agency presentation video that went around the world, sort of a textual and visual anagram whose relevance is incredibly obvious. Simple, effective, relevant, this is a way of presenting things, and especially the industry, in a more responsible way. An agency can become responsible without necessarily work only for NGOs or using means of bioresponsible communication. An agency may also develop a more responsible debate and be committed beyond its advertiser itself. Here’s what it says:

“Marketing? Yes ... But who really cares? Radiation brands. Advertisers today are mandated to sell a ton of useless objects. Moreover, technology control our world. Through this hard work, the individual becomes worthless without a purchasing power. Do not forget the appearance that takes over the being. That’s the big idea. The weapon of choice: visual pollution - this method persists against consumers. We develop creations that serve the agency before the advertiser. Keep one thing in mind: the great publicity stunts generate complex problems. With us, everyone said, “we must not trust what advertising ahead day by day.” But look on the bright side (note: and above all ... backwards): Advertising advance day by day. Do not rely on what everyone says. With us, complex problems generate major publicity stunts! Keep one thing in mind: the client before the agency! We develop creations that serve consumers. This method persists against visual pollution. The weapon of choice: the big idea. Here ! The being who takes over the show. Let us not forget: the purchasing power becomes worthless without the individual. Through this hard work, our world control technology. Moreover, needless to sell a ton of objects. Advertisers today are mandated radiation brands. But who really cares? Yes Marketing! “

* * “No. Yes. No.”

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If one wishes to ultimately develop this concept, COMMUNICATION & ENTERPRISE reveals 7 relevant secrets for a successful and responsible communication: - Take account all the stakeholders involved in the act of communication in the phases of design, production and post-assessment actions. - Simple dematerialization of a communication action is not the “only” move towards more responsibility. The digital carbon footprint today is bigger than the paper! - You are not free from the content that you design and deploy. The communicator is responsible for the message it distributes. - Humor is good but CSR is also a serious issue and infantilization is not always the best recipe. - The eco-actions are a first step, but after 10 years of intensive discourse on CSR, on to more ambitious! - The “real” responsibility is to tackle issues at the heart of your business, do not confuse “good works”, “Charity business”, “Patronage” and CSR. - A supported cause does not make the responsible action! Advertisers that we spontaneously classify as responsible (NGOs, public companies) can use non-responsible communication practices.

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Conclusion

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PHOTOS : “ Bondi storm “- Ilia KOTCHENKOV @500px / “ Egyptian features ” - Rami BITTAR @500px / “Field5” @Google Image / “ Ashura 2012 “- Mustafa ABDULHADI @500px / @Thestocks.im / “Marian Wright Edelman” @Google Image / “ Dense forest “- Miriadna @500px / “My love job “- Jakkree THAMPITAKKUL @500px

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raditionally, advertising is part of the national landscape. Long before Renaudotâ&#x20AC;&#x2122;s Gazette, brothels and even gods, practiced word of mouth, ancient way of promotion, to convey a thought. Over the years, ways have been evolving to share the same content to many recipients. Media we know today have gained specificity and have become part of everyday French. For each of these propaganda, information and entertainment tools, we had to adapt the content. Thus was born the advertising creation: an artistic form which became an art in the 70s. Creative, advertising found new concepts and ideas to transform â&#x20AC;&#x153;the commercial things into dreamsâ&#x20AC;?, as explains Bernard CATHELAT. Beyond its economic benefits, advertising has sought to offer a show, and that, for years.

According to new technical and creative possibilities, it then developed to the principle of transmedia. Influencing others, the business focused on its main goal: the target. With the advent of nomadism and new technology, advertising offered itself a clear path to the pocket of its consumer. Always according to the specificities of each media, the promotion has crept gradually into the life of French. But if professional and media recognition appeared, the consumer felt annoyed by this form of permanent intrusion. So much so that anticommercials movements, bad buzz and parodies of all kinds have been growing on the canvas. While digital offers a form of freedom and flash, it also is true for negative opinions.

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But if associations have struggled to reduce this spreading advertising, this one always pulled through. Abusing of always more creative ways to target differently and often in a smarter way, advertising has always found a way to be. And if advertising revenues experienced a downward trend, they now seem to recover. Professionals are optimistic and enthusiastic regarding the future of advertising. It is true that, historically, companies will still need to communicate. Whatever the economic situation is, a mark must sell. And even more often if its financial situation is low. This is called advertising investment, not spending. However, if advertisers want to invest in communication, they do not want to do it anyhow. Today, formats evolve, but also speaking. The advertiser seeks henceforth to communicate less intrusively but

being more committed. Facing an intelligent and educated consumer, brands wish to demonstrate some authenticity and transparency. Far from its years of propaganda and promotion of tobacco, advertising seeks to regain its legitimacy and above all its credibility with consumers. We talk then about responsible communication: a form of communication that goes through a committed speech, responsible advertising industry, but also internal commitment within the company. It is often about a participatory experience during which consumers - usually skeptical and fearing manipulation - require ethics on the part of advertisers. If the consumâ&#x20AC;&#x2122;actor becomes a citizen-consumer, communication, meanwhile, becomes responsible. Although it still needs to find out how we communicate more responsibly ?

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“PERHAPS IT IS BETTER TO BE IRRESPONSIBLE & RIGHT, THAN TO BE RESPONSIBLE & WRONG.”

French law is absolutely not an obstacle to the practice. For years, the state has been encouraging enterprises WINSTON CHURCHILL to become “responsible”. However, technical and human costs may curb While many - and increasingly - some corporate executives who remain, advertisers are “tempted” by responsibility, still, unconvinced that communicating all are not. And the consumer often feels more responsibly truly bring them a cheated by a speech that does not profit in the short term. represent the commitments and values In these tough economic times, of a company. But in a context of an some companies prefer to bet on increasingly fierce competition, the risk concepts that have already made their is great for an advertiser to give a bad proof, believing that only public interest image of itself or its products. companies may convey a responsible Also, be aware that, currently, speech. consumers do not really associate However, despite these more altruistic values to advertising. But they or less frequent reluctance, many are, however, quite open to this idea. advertisers have shown that it is possible If it is not possible for advertising to get more committed, and not only to be altruistic in its strict sense - it would because of its industry. be financially not profitable - it is entirely possible for this profession to convey more responsible values.

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Digital, for example, is a great tool regarding the dematerialization of a campaign. Although, not for its lower carbon footprint, quite the contrary. But because digital can mobilize a more direct and interactive community. However, it is essential to master this tool sparingly and, therefore, diversify means of promotion in a publicity campaign. If the means are now innumerable, the “content” of a committed campaign is often what matters most. Since in the end, it is indeed about : highlighting the commitment of a company. This helps develop a likability and create a good brand image. Of course, this also involves committed work and values inside the company. It is useless to be impeccable. What the consumer wants is a feeling of attention, authenticity and involvement. That discourse nourishes an honest strategy through an exemplary output that does not distort the

message. Facing consumer doubts, sense of intrusion and recurrence, advertising must take an “Extraordinary” form conveying a simple message. When we say extraordinary, it is more about getting out of conventions, either by the media or through the narrative form. Advertising has everything to prove when it comes to commitment. But isn’t it where it best expressed itself? If the message is understood, everyone has everything to gain, starting with the advertiser. Credibility, legitimacy, confidence are not insignificant when it comes to customer loyalty. A stronger brand allows to even have more fun regarding its own creativity. It is about prove ourselves but also to others that we are capable of the best, in a time when mistrust is widespread. And then be able to create campaigns, all most ingenious ones than the others.

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PHOTO : “ Moraine Lake “ @thegoldenscope.com

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An advertising agency may be responsible, without necessarily working in humanitarian. An advertising campaign does not have to reduce its carbon footprint to be responsible. Advertising can convey altruistic values from the moment they put the advertiser and the consumer before the agency,without forgetting to consider all relevant stakeholders. Being responsible means taking to heart subjects of interest and act accordingly. Whether in a humorous, serious or transparent way.

pedantic and unscrupulous business. And if I laughed at the time, today, I smile to know that this is not much it. Advertising, as “ugly” as it can be, according to some, may also be beneficial for all. Whether by the information, entertainment or spectacle, communication can give pleasure. Advertising creates ideas, mobilize skills, advises on all subjects. But advertising also can laugh and sometimes cry. Whatever they are, advertising offers choices. And these choices entail discussions of ideas.

Yonnel POIVRE-LE LOHÉ defines responsible communication as “communication that we can believe”. Because, ultimately, it is about focusing on a convincing and confident speech.

Finally, advertising is one of the main drivers of collective thought.

In the early hours of my advertising studies, it was shown to me a video “Dans la Publicité” ; some humorous minutes that describe a

These past two years of computer graphics / multimedia reminded me that there was not only one way to communicate. I learned that it was possible to think outside the frame, in a less conventional manner.

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Because if advertising creates, we imagine. We imagine ways of spreading messages, we tell stories and we find means by which we will spread these ideas. Advertising invents, but especially, in the end, it puts into practice. I conclude by saying that, according to me, if all ideas have their chance, advertisersâ&#x20AC;&#x2122; ideas will always find their place.

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References A.

LITERARY

RELEASE

DIGITAL

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LITERARY - ASCHER, François et APPEL-MULLER, Mireille, La rue est à nous… tous !, Au diable vauvert, 2007 - BALLE, Francis, Les médias, Que sais-je ?, PUF, 7, 2012 - BARGIEL, Réjane, 150 ans de publicité : Collections du musée de la Publicité, Musée des Arts Décoratifs, 2004

- BORDAS, Nicolas, L’idée qui tue ! : Politique, business, culture... Les secrets des idées qui durent, Eyrolles, 2009 - CATHELAT, Bernard, Publicité et Société, Payot, 2001 - DRU, Jean-Marie, La publicité autrement, Gallimard, 2007

- BEIGBEIDER, Frédéric, 99 Francs, Grasset & Fasquelle, 2000

- FITOUSSI, Marcel, L’affichage, Que sais-je ?, PUF,

- BERNAYS, Edward, Propaganda, Ig Publishing, 1928

- GABSZEWICZ, Jean, L’industrie des médias à l’ère numérique, Editions La Découverte, 2013

- KACZYNSKI, Theodore, La Société industrielle et son avenir, Editions de l’Encyclopédie des Nuisances, 1998

- ROCHEFORT, Robert, La société des consommateurs, Odile Jacob Edition, 2001

- MANCA, Luigi, Utopian images and narratives in advertising, Lexington Books, 2012

- TUNGATE, Mark, Le monde de la pub: L’histoire globale (et inédite) de la publicité, Dunod, 2009

- POIVRE-LE LOHÉ, Yonnel, De la publicité à la communication responsable, Éditions Charles Léopold Mayer, 2014 - RIEFFEL, Remy, Que sont les médias? Pratiques, identités, influences, Folio, 2005

- WOLTON, Dominique, Penser La Communication, Flammarion, 2008 - ZAVOLI, Philippe, Réglementation de l’affichage publicitaire, Le Moniteur Editions, 2007

RELEASE News articles from CB NEWS News articles from THE SOCIALTER News articles from C.L.E.S. -

PHOTO : “ The rose between ” - Michelle OLAYA @500px

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DIGITAL - ADVERTISING TIMES, Le racisme dans la publicité en 50 exemples effrayants, http://www.advertisingtimes. fr/2010/08/le-racisme-dans-lapublicite-en-50.html - ADVERTISING TIMES, Parodies publicitaires, l’analyse du meilleur et du pire, http://www. advertisingtimes.fr/2012/05/ parodies-publicitaires-lanalysedu.html - ADVERTISING TIMES, Publicitaires, aux armes créateurs !, http://www. advertisingtimes.fr/2011/10/ publicitaires-aux-armescreateurs.html - BE PUB, Qu’est-ce que la communication responsable?, http://www.bepub.com/view_ fiche_pratique.php?id_fic=29 - BLOG, Bonne nouvelle, la RSE est passée de mode, http://blog.adhere-rh. com/bonne-nouvelle-laresponsabilite-societale-desentreprises-rse-est-passee-demode/

- BLOG, Définition de la communication responsable, http://www. communicationresponsable. fr/definition-de-lacommunication-responsableenieme-tentative/

- CONSEILS MARKETING, Quid de la communication responsable, http://www.conseilsmarketing. com/promotion-des-ventes/ quid-de-la-communicationresponsable

- BLOG, Les mouvements anti-pubs, http://amandine. priez.over-blog.com/article-lesmouvements-anti-pub-95147827. html

- E-MARKETING, Investissements pub 2012 : Une année stable, en apparence, http://www.e-marketing.fr/ Breves/Investissements-pub2012-une-annee-stable-enapparence-51131.htm

- BLOG, Nicolas Bordas : L’idée qui tue, http://www.nicolasbordas.fr/ - BLOG, Toute la publicité engagée, pubengagee.wordpress.com/ - COMMUNICATION & ENTREPRISE, Grands Prix 2014, http://www. communicationetentreprise. com/le-kiosque/webzin/detailwebzin/article/grands-prix2014-l-1.html - CONSEILS MARKETING, Plus de 90 publicités pour la bonne cause..., http://www.conseilsmarketing. com/promotion-des-ventes/ plus-de-70-publicites-pour-labonne-cause

- E-MARKETING, La publicité doit-elle être masquée ?, http://www.e-marketing.fr/ Thematique/etudes-1000/ Breves/nicolas-Bordas-vicepresident-TBWA-publicite-doitpas-avancer-masquee-252618. htm - E-MARKETING, Vive la crise, http://www.e-marketing.fr/ Marketing-Magazine/Article/ Vive-la-crise-28514-1.htm - INFOPRESSE, Les médias traditionnels ont toujours la cote, http://www2.infopresse. com/blogs/actualites/ archive/2012/07/06/ article-40257.aspx

- INFOPRESSE, Quelles sont les grandes tendances en publicité?, https://www.infopresse.com/ article/2015/7/8/quelles-sont-lesgrandes-tendances-en-publicite - KOREUS, Mais qui s’en préoccupe vraiment ?, http://www.koreus.com/video/ouimarketing-magazine.html - LA RECLAME, Biocoop : la publicité peut-elle être responsable ?, http://lareclame.fr/fredfaridgroupbilan-campagne-biocoop - LE FIGARO ECONOMIE, Internet, consommation, medias traditionnels, web, http://economie.lefigaro.fr/_ medias/internet-consommationmedias-traditionnels-web.html - LE HUFFINGTON POST, Publicité sur l’alcool: la loi Evin menacée par un amendement examiné à l’Assemblée nationale, http://www.huffingtonpost. fr/2015/06/08/publicite-alcool-loievin-amendement-assembleenationale_n_7532700.html - LE MONDE, L’inquiétant tableau de la situation économique et financière grecque,

http://www.lemonde.fr/crisede-l-euro/article/2015/07/11/linquietant-tableau-de-la-situationeconomique-et-financieregrecque_4679850_1656955.html - MARIANNE, Moins de publicités en campagne : une avancée de nain, http://www.marianne. net/moins-publicites-campagneavancee-nain-100235493.html - MARKETING ATTITUDE, Oasis Be Fruit, Analyse d’un succès marketing “fruicassant” !, http://www.marketingattitude. net/2013/05/oasis-befruitanalyse-dun-succes-marketingfruicassant/ - MARKETING ET INNOVATION, Les 500 plus belles pub de guérilla marketing, http://visionary.wordpress. com/2009/03/20/les-500-plusbelles-pub-de-guerilla-marketingpartie-1/ - NADEAU BELLAVANCE, Crise et publicité : ou l’art de saisir une opportunité, http://www.nadeaubellavance. com/2013/02/22/crise-etpublicite-ou-lart-de-saisir-uneopportunite/

- ONISEP, Marketing et publicité : des métiers prisés, http://www.onisep.fr/Decouvrir-lesmetiers/Des-metiers-par-secteur/ Communication-Marketingpublicite/Marketing-et-publicitedes-metiers-prises - REUSSIRMESETUDES.FR, La mauvaise réputation des écoles de commerce, http://reussirmesetudes. fr/2014/11/reputation-ecolescommerce/ - TERRE DE COMPASSION, La publicité responsable, http://terredecompassion. com/2011/06/18/la-publiciteresponsable/ - UDA, Un nouvel outil d’autoévaluation, http://www.uda.fr/ communication-responsable/ - UPE, Lois et décrets, http://www.upe.fr/?rub=lois-etdecrets - VICE, De la publicité dans votre cerveau, http://www.vice.com/fr/read/dela-publicite-dans-votre-cerveauv6n11

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GlossaRY

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PHOTO : “ Image - Vocabulary ” @hercampus.com

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FROM THE LEXICOM & THE INDUSTRY BRAND CONTENT : Editorial content created or largely influenced by a brand. TARGET : Subpopulation that is to be touched by a marketing strategy, a campaign, by media or nonmedia. COMPETITION : Conflict for the acquisition and retention of customers. We distinguish direct competition, semi-indirect and indirect. DIGITAL : Information Data Representation in figures (0 or 1).

USABILITY : User-friendly â&#x20AC;&#x201C; The study of the relationship between men and a tool to optimize maximum comfort, safety and efficacy in their relationship towards each other. PRINT : Word grouping all press media and display: for example, it may consist in using the press as a media for an ad campaign. COMMUNICATION SUPPORT : Any means of communication that may convey an advertising message - as a news medium, name of a radio, a television channel. Any support belongs to a media or non-media.

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Appendix

APPENDIX 1 / SURVEY 112 APPENDIX 2 / SUMMARY RESULTS

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APPENDIX 3 / PERSONAL INTERVIEWS

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APPENDIX 1 / SURVEY

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APPENDIX 2 / SUMMARY RESULTS

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APPENDIX 3 / PERSONAL INTERVIEWS

CHARLINE PEREIRA COMMERCIAL DIRECTOR 28TH JULY 1. Quel est votre poste au sein de la communication ? Je suis chef de publicité au sein du groupe France Télévisions Publicité depuis septembre 2013. Soit bientôt deux ans. 2. Qu’est-ce qui vous a attiré dans cet emploi ? J’aime le contact avec les gens, et avec des gens différents. C’est ce qui est intéressant dans ce métier. Chaque personne est différente et nous apporte donc quelque chose. De plus la négociation est quelque chose qui me plait beaucoup. C’est en quelque sorte un jeu. Et lorsque l’on comprend qu’il n’y a pas forcément de vainqueur/perdant ce jeu est encore plus amusant et plus prenant. 3. Quelle forme de campagne est, selon vous, plus facile à vendre ? Je ne pense pas qu’il y ait de forme de campagne plus facile à vendre. Je pense que c’est surtout la marque pour laquelle on travaille qui aide. Ainsi que l’utilité du produit. il est en soit plus simple de vendre du jambon qu’une voiture de luxe, même si nous ne sommes pas sur les mêmes codes. 4. Le digital apporte-t-il un sentiment de réconfort auprès de l’annonceur ? Oui et non. Le digital apporte un réconfort dans le sens ou l’annonceur peut suivre au quotidien ses campagnes et ajuster en fonctions de ses KPI. Mais beaucoup sont encore frileux à l’idée d’investir sur le web, car l’audience leur semble moins qualifiée qu’en télé. beaucoup sont la car la concurrence l’est. 5. Vos annonceurs, cherchent-ils a être plus responsable et engagé ? Pour certains c’est en effet important. Si l’on prend des campagnes comme « Venez vérifier » de Fleury Michon ou la campagne Blédina avec les parents témoins. Mais pour certains annonceurs, notamment du luxe, ils n’ont pas besoin d’être engagé ou responsable sur des produits “plaisirs”. Contrairement aux produits du quotidien. 6.

Estimez-vous cet aspect important aujourd’hui ? Oui c’est un aspect important. Mais il est en lien avec l’évolution de la société actuelle. Les gens ont besoin de cet aspect pour se donner bonne conscience, que ce soit pour eux ou envers la société. 7. Pensez-vous que cela puisse être un argument de vente ? Oui c’est un argument de vente (comme un autre). Après comme dit plus haut il n’est pas valable pour tout le monde. Il dépend de la marque et de son histoire et de ce qu’il veut véhiculer. Tout le monde peut se dire engagé et responsable, mais il n’est pas facile pour tout le monde de le faire.

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8. Pensez-vous la publicité capable d’altruisme ? Non je ne pense pas. Déjà parce que l’annonceur paye la publicité. De plus, si l’annonceur à le besoin d’investir en publicité pour se dire « altruiste » c’est qu’il ne l’est pas. L’annonceur est forcément intéressé lorsqu’il fait de la publicité. Soit il veut augmenter les ventes et les bénéfices, soit il vend la marque. Dans tous les cas, il VEND quelque chose. (Après il est vrai que les ONG sont capables d’altruisme. Lorsque des séismes retentissent et que les ONG sont la pour faire de la publicité afin d’obtenir des fonds on peut qualifier ça d’altruisme. mais ce sont des campagnes plus rares). 9. Que représente une campagne engagée et responsable ? Une campagne engagée et responsable c’est une campagne qui véhicule l’image d’une marque qui prend parti, qui s’investi et qui respecte l’environnement (au sens large). C’est une campagne qui va montrer qu’elle est made in France, qu’elle produit moins de CO2 etc …. Une campagne qui s’engage sur une voie et qui s’y tient, et pas qu’en public, c’est le plus important. 10. Quelle forme de communication est la plus engagée ? Sous une forme qui n’implique pas d’achat d’espace de communication. Du viral, du street marketing, du BAO … quelque chose qui montre que l’annonceur n’a pas besoin de s’acheter une bonne conduite et qui n’aura pas besoin du 20h de TF1 pour véhiculer cet aspect.

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CÉLINE BERNARD ADVERTISER 04TH AUGUST 1.

Quelle est votre profession/activité ? Infirmière indépendante.

Avez-vous déjà eu recours à la communication pour cette activité ou un autre projet ? Oui en tant que infirmière et pour l’événement d’utilité publique, dont je suis la présidente : “Le Relais pour la vie”.

Quel type de communication avez-vous réalisé pour promouvoir vos services ? Communication de masse : Net, FB ou autre réseau sociaux, télé, radio, magasins, entreprises…

Communiquer représente un investissement ou une dépense, selon vous ? C’est un investissement permettant de promouvoir le produit/service dans le but d’en tirer des bénéfices.

Le coût d’une campagne de communication peut-il vous effrayer ? Peut-être pas accessible à tous, surtout pour les PME, encore qu’il dépend de l’envergure de la campagne.

6. Avez-vous déjà entendu parler de communication engagée ou responsable ? Oui. 7.

Souhaiteriez-vous communiquer de manière plus responsable ? Oui, tout en étant percutante et originale.

Quels avantages penseriez-vous en retirer ? - La crédibilité surtout dans la longévité. - Le respect du produit et du client.

Pensez-vous la publicité capable d’altruisme ? Si la publicité agit de manière bienveillante.

10.

Terminez cette phrase : “Une communication engagée est … Cohérente, considérant les impacts sur la société.”

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BARBARA JORQUERA ADVERTISER 29TH JULY

1. A qué se dedica ? Qué servicios ofrece su empresa ? Trabajo en el sector de la Estética, la Belleza y el Maquillaje profesional.... Y ofrezco todo tipo de tratamientos de bienestar y cuidado personal... También colaboro con producciones de Moda aportando mis conocimientos en el sector. 2. Alguna vez ha utilizado la comunicación ? Si. 3. Qué tipo de comunicación se han hecho para promocionar su empresa ? He colaborado con varias revistas a cambio de publicidad, he acordado comvenios comerciales con empresas para que sus socios tengan promociones especiales en nuestro centro de belleza y también nos hemos promocionado en las Redes Sociales... 4. La comunicación es una inversión o un gasto para usted ? Una inversión siempre que se haga de forma inteligente y coherente... Y en los medios de comunicación idóneos... 5. El costo de una publicidad le puede asustar ? A mi personalmente No, ya que he trabajado en producciones de publicidad y me consta que tienen un precio. 6.

Alguna vez ha oído hablar de la comunicación responsable? Sí, creo que sí

Le gustaría communicar de manera más responsable ? Sí, y Creo que debería ser una obligación para Cualquier empresa

8. Qué beneficios se podaría esperar de ese ? Que los clientes y consumidores confiaran más en las empresas, que no se especulara y por lo tanto el cliente confiara más aportando así más ingresos y ventas 9.

Completa esta oración : “ Una comunicación responsable es ... “ La base para llegar al éxito

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OLIVIER RONCHI ADVERTISER 29TH JULY 1.

Quelle est votre profession ? Quels service(s)/produit(s) proposez-vous ? Je travaille dans la gestion immobilière / Gestion locative-Syndic-Vente.

2. Avez-vous déjà eu recours à la communication ? Oui. 3.

Quel type de communication avez-vous réalisé pour promouvoir votre société ? Nous communiquons au travers d’un site web, de plaquettes de présentation, etc...

Communiquer représente un investissement ou une dépense, pour vous ? Communiquer représente un investissement s’il est bien réfléchi, et une dépense si inadaptée.

5. Le coût d’une campagne de communication peut-il vous effrayer ? Non. 6. Avez-vous déjà entendu parler de communication engagée ou responsable ? Oui. 7. Souhaiteriez-vous communiquer de manière plus responsable ? Oui. 8.

Quels avantages penseriez-vous en retirer ? Une transparence et un retour positif.

9. Pensez-vous la publicité capable d’altruisme ? Non. 10.

Terminez cette phrase : “Une communication engagée est Suspicieuse alors qu’elle devrait être la norme.”

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MÉLANIE BINAMÉ ADVERTISER 29TH JULY 1.

Quelle est votre profession ? Quels service(s)/produit(s) proposez-vous ? Je suis esthéticienne indépendante, dans un centre de beauté.

2. Avez-vous déjà eu recours à la communication ? Oui. 3.

Quel type de communication avez-vous réalisé pour promouvoir votre société ? Nous réalisons de la publicité dans les journaux locaux.

Communiquer représente un investissement ou une dépense, pour vous ? Définitivement, un investissement.

Le coût d’une campagne de communication peut-il vous effrayer ? Non, surtout quand les clients reviennent vers nous en nous.

6. Avez-vous déjà entendu parler de communication engagée ou responsable ? Non. 7. Souhaiteriez-vous communiquer de manière plus responsable ? Oui. 8.

Quels avantages penseriez-vous en retirer ? Une communication plus claire et plus ciblée vis-à-vis de la clientèle.

Terminez cette phrase : “Une communication engagée est … “ La qualité et l’avenir !

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RENATO COSTANTINI ADVERTISER 30TH JULY 1. Quelle est votre profession ? Quels service(s)/produit(s) proposez-vous ? Je suis entrepreneur pluridisciplinaire. Actif dans des secteurs aussi différents que la construction, le génie civil, la promotion, le conseil et la vente immobilière, les équipements sportifs, le bien-être et, plus récemment dans l’achat-vente, construction, transformation de seconde résidence au bord de la Méditerranée, je propose un grand nombre de services qu’il serait long d’énumérer ici. Toutefois, pour votre interview, je me concentrerai sur un domaine (le plus récent) qui nécessite un réel recours à la publicité, à savoir le commerce de la “seconde résidence”. 2.

Avez-vous déjà eu recours à la communication ? Oui, bien sûr. Souvent même.

3. Quel type de communication avez-vous réalisé pour promouvoir votre société ? Nous avons eu recours aux méthodes classiques que sont la publication d’encarts publicitaires dans des journaux, la diffusion de spots audios sur des radios locales, la mise en ligne de sites internet avec de l’auto-publicité ainsi que l’achat d’espace publicitaire sur des sites spécialisés. 4. Communiquer représente un investissement ou une dépense, pour vous ? Les deux, bien sûr ! Au jour d’aujourd’hui, on ne peut plus se permettre de dépenser sans calculer. La crise économique mondiale nous a rappelé que chaque dépense doit être maîtrisée et, surtout, faire partie d’un business plan dans lequel à chaque dépense (ou ensemble de dépenses) correspond une recette au moins équivalente ! Dépenser en pure perte ou pour se faire simplement voir est devenue une hérésie ! Toutefois, on sait très bien, lorsque l’on est chef d’entreprise qu’une dépense intelligente est un investissement pour l’avenir ! Faire connaître ses produits via la publicité fait donc partie de ces investissement nécessaires et, il faut le reconnaitre, devenus indispensables dans un monde où la concurrence est de plus en plus féroce. 5. Le coût d’une campagne de communication peut-il vous effrayer ? “Effrayer” est un mot bizarre, je trouve, car chaque dirigeant a une vision différente des affaires ! Celui qui sera effrayé par une campagne publicitaire à un million d’euros trouvera, peutêtre, que la même campagne à 100.000 euros est sûrement nulle, car trop peu onéreuse ! Le prix, de nos jours, est devenu relatif ! L’important va au-delà de ce simple prix ! En fait, une saine gestion d’entreprise veut que pour chaque projet, un budget soit discuté, accepté, alloué ! Dans ce budget, le poste “pub” est prévu et, en principe, le responsable final qui passera la commande de la campagne publicitaire devra se tenir à “son” budget ! Personnellement, je suis, cependant, toujours ouvert au changement ! Et si une campagne est réellement révolutionnaire, si elle me “parle”, si je sens que grâce à elle, je vais “tout casser”, je suis capable d’oublier tous les budgets du monde ! Malheureusement, je ne pense pas que ce soit le cas de beaucoup de mes collègues ...

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6. Avez-vous déjà entendu parler de communication engagée ou responsable ? Oui, mais uniquement par ma fille qui étudie ce sujet avec beaucoup de passion. Bien entendu, je connais le commerce responsable, engagé voire “équitable” et j’apprécie le fond du raisonnement ! Je pense, d’ailleurs, qu’une immense majorité de gens pourrait adhérer à ces principes pour autant qu’ils soient clairement expliqués et que leur coût ne soit pas supérieur à ce qui se fait déjà ! Car, malheureusement, je suis convaincu que, de nos jours, la majorité des gens (et des dirigeants d’entreprise, en particulier) est plus concernée par le prix que par tout autre considération ! 7.

Souhaiteriez-vous communiquer de manière plus responsable ? Bien sûr ! Avec plaisir même.

8. Quels avantages penseriez-vous en retirer ? Une meilleure image ... de moi ... pour commencer ! Une prise de conscience de l’importance des choses plus simples à l’heure où la sophistication devient la règle ! La possibilité, aussi, de toucher un public plus large. En effet, on se rend compte, ces dernières années, d’un mouvement de plus en plus important de personnes réfractaires à tout ce qui “pue l’argent” (dixit les personnes en question). L’ultralibéralisme a laissé sur le bord de la route beaucoup de gens. Ceux-ci ne sont pas forcément des “pauvres”, mais des clients oubliés par les grandes entreprises plus orientées vers une clientèle aisée pour ne pas dire riche ! Ce potentiel de clients peut, selon moi, être attiré par une publicité responsable, engagée. En démontrant qu’il existe aussi, et encore, une façon plus “terre-à-terre” de promouvoir des produits, les entreprises qui feront le pari de la publicité responsable pourraient bien “tirer les marrons du feu” dans les années à venir ! 9. Pensez-vous la publicité capable d’altruisme ? Si l’on prend l’altruisme à son sens strict d’aider les autres, je dirai oui puisque le but de ce type de publicité est de remettre en valeur des choses et des gens oubliés par un système qui “galope sans trop regarder, ni en arrière, ni sur les cotés” ! Toutefois, dans la notion d’altruisme, il y a aussi, une certaine notion de gratuité. En principe, lorsque l’on est altruiste, on ne se fait pas rémunérer pour aider les autres ! Or, la publicité ne sera jamais gratuite. Il faudra, au minimum, payer les gens qui la réalisent et puis, sans média pour faire connaître ce type de publicité, elle n’aura jamais la reconnaissance qu’elle mérite sans aucun doute ! Il y aura donc toujours un coût lequel sera pris en charge par le client final ! Bref, de l’altruisme, ok, mais de l’altruisme gratuit, non, désolé ! 10. Terminez cette phrase : “Une communication engagée est … “. Une communication engagée est une manière de mettre en valeur des produits, des gens, des idées en respectant les choses simples de la vie, telles que la nature, l’humanité des créateurs des produits en question et la valeur réelle des choses càd le coût réel du produit auquel on ajoute une marge bénéficiaire loyale pour tous. Plus simplement, une communication engagée, c’est une communication honnête avec tous ses intervenants !

ELOÏSE POUGET PROFESSIONAL 30TH JULY 1.

Quel est votre poste au sein de la communication ? Graphiste / Webdesigner. J’exerce ce métier depuis 6 ans

2. Qu’est-ce qui vous a attiré dans cet emploi ? L’envie de participer à cet environnement visuel qui nous entoure, les publicités accrochées aux murs dans la rue, les spots TV qui rythment nos soirées TF1 ou M6, les stickers qui jonchent nos tablettes, téléphones, ordinateurs, carnets, voitures… Et surtout le monde du web, qui semble infini et si passionnant, et surtout qui regorge de choses insoupçonnables. 3. Qu’a apporté, selon vous, l’avènement du web en publicité ? Une plus grande connexion entre les utilisateurs et les marques, la création d’une vraie communauté connectée, engagée et participative. 4. Quelles sont les limites du digital, en termes de création publicitaire ? Le digital n’a quasiment pas de limite, selon moi. Il permet une vraie interaction entre les marques et les utilisateurs. Il est également utilisé par les marques lors des happenings. Il est vrai, cependant, qu’il ne remplacera pas l’impact que peut avoir la publicité print, présente dans nos vies au quotidien : affichages quand on va au travail le matin, etc… Le digital, je dirais qu’on peut choisir de l’éviter, même si cela va être compliqué à notre ère, mais à contrario de la publicité d’affichage, il ne tapisse pas notre environnement. 5. La législation empêche-t-elle la publicité digitale d’évoluer ? Je n’ai pas l’impression que la législation bloque la publicité digitale, mais ce sont plutôt les internautes qui sont concernés. Le web n’a tout de même pas autant de contrainte que le print et en ça, les marques sont plus libres sur le web. 6. Quelle est, selon vous, la campagne publicitaire digitale la plus réussie ? J’ai le souvenir d’une campagne de pub digitale pour le SIDA : Sexy Fingers, un doigt pour se faire dépister. Il s’agissait de jouer avec des animations “sexuelles” amusantes. Ce site a fait le tour des réseaux sociaux et a été très relayé, c’était un moyen de traiter un sujet un peu tabou et souvent mal compris avec l’humour, et ainsi de toucher un large public / sexyfingers.org 7.

Et au contraire, quelle(s) marque(s) vous semble ne pas en tirer un très bon profit ? Les marques d’alimentation n’en profitent pas toujours assez à mon goût.

8. Comment optimise-t-on une campagne digitale, aujourd’hui ? En la rendant accessible au plus grand nombre, en mettant en avant l’aspect ludique pour l’utilisateur et en le mettant à contribution. Ce qui est important en 2015, c’est l’accessibilité et la compatibilité (aux vues du grand nombre de différents devices).

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9. Pensez-vous la publicité capable d’altruisme ? Oui, c’est évident que la publicité a un gros impact sur les utilisateurs qui peuvent se sentir impliqués et agir en conséquence par la suite. Certaines grandes ONG s’en servent très bien. 10. Que représente une campagne digitale engagée et responsable, selon vous ? Une campagne digitale engagée et responsable est le reflet d’une marque soucieuse de son image, mais aussi elle-même engagée et responsable. En 2015, c’est un aspect à ne pas négliger. Il me semble que ça devient de plus en plus important pour les gens qui adoptent euxmêmes de plus en plus un mode de vie éco-responsable. BONUS Selon vous, quelle forme de communication est la plus engagée ? La communication événementielle est, selon moi, la plus révélatrice d’engagement, de par le contact humain direct et la présence “sur le terrain”.

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JOANNA COLLIN PROFESSIONAL 31ST JULY 1. Quel est votre poste au sein de la communication ? Assistante Marketing dans un laboratoire pharmaceutique vétérinaire spécialisé en apiculture : - Gestion des sites web & communication web - Organisation des stands et petits évènements sur les congrès - Gestion de la relation marketing avec les distributeurs - Conception de documents marketing (brochures, publicités, roll-up, flyer, synthèses d’études, documents techniques…) 2. Qu’est-ce qui vous a attiré dans cet emploi ? La variété des missions, pour être sûre de ne jamais m’ennuyer. Je peux switcher entre une mise en page de brochure, des échanges de mails avec nos distributeurs à l’autre bout du monde, l’organisation d’un apéritif lors d’un congrès, la refonte d’un site web… 3. Qu’a apporté, selon vous, l’avènement du web en publicité ? - Permettre à des petits budgets de pouvoir communiquer, ce qui n’était pas forcément possible avec les médias classiques (plus chers). - Entrainer plus facilement les personnes vers la recherche d’informations sur le produit / la marque. Il est plus difficile d’inciter une personne qui voit une affiche ou une publicité dans un magazine à partir à la pêche aux informations. Alors qu’avec un simple lien sur lequel il suffit de cliquer, tout est plus accessible. 4. Quelles sont les limites du digital, en termes de création publicitaire ? - Le manque d’attention et de réceptivité. Trop d’e-mails, trop de pop-up, trop d’informations disponibles… On devient insensibles, le réflexe est de supprimer. - Le support immatériel : bien moins esthétique qu’un beau magazine, et bien moins audacieux qu’une opération d’affichage/street marketing bien orchestrée. 5. La législation empêche-t-elle la publicité digitale d’évoluer ? Ouh, mes cours de droit du web sont un peu loin. Je dirais que la législation empêche la publicité digitale de devenir encore plus intrusive, donc permet de limiter le sentiment de harcèlement. Donc limite la perte d’attention. 6. Quelle est, selon vous, la campagne publicitaire digitale la plus réussie ? Je pourrais facilement citer Tippex, mais l’exemple qui me vient tout de suite en tête est une campagne que l’on avait étudié à l’école. C’était un site monté par Greenpeace pour récolter des fonds afin de construire un nouveau Rainbow Warrior. Le bateau était matérialisé pièce par pièce, et on pouvait choisir de donner de l’argent pour un écrou, un tuyau,… il me semble qu’on - 132 -

pouvait même acheter les toilettes. A la fin, le nom des contributeurs était écrit sur le bateau. Bref, le genre d’idée qui transforme une récolte de fonds ennuyeuse en expérience fun. Je l’ai retrouvé, il est toujours en ligne : http://anewwarrior.ddbparis.net/?lang=fr / Maintenant c’est vrai qu’il est un peu vieux, mais à l’époque j’avais trouvé ça génial. 7. Et au contraire, quelle(s) marque(s) vous semble ne pas en tirer un très bon profit ? Ceux qui s’essaient dans l’humour et s’étalent bien comme il faut. Et qui, en plus, ne savent pas gérer la crise. Le web reste un média assez jeune (dans l’âge des utilisateurs) et assez impitoyable en cas de bad buzz. Il faut être réactif et avoir un bon community manager avec assez d’humour pour désamorcer les bombes. 8. Comment optimise-t-on une campagne digitale, aujourd’hui ? Optimiser en termes de coûts ou en termes de réussite ? Pour la réussite je dirais qu’il faut un minimum d’interactivité, il faut du « fun » pour réussir à accrocher l’attention et ne pas se faire zapper directement. Pour les vidéos publicitaires sur Youtube, ça peut être une bonne musique, qui fait qu’on ne zappera immédiatement la pub. J’ai l’impression que les meilleures campagnes, pas seulement en web, sont celles qui savent rebondir sur un sujet d’actualité avec humour. 9. Pensez-vous la publicité capable d’altruisme ? Un altruisme intéressé oui. TF1 peut offrir un espace publicitaire aux restos du cœur, mais c’est aussi pour leur image. Si c’était désintéressé, ils ne marqueraient pas « offert par… ». Mais à la fin le résultat est le même : ça profite aux autres, donc c’est (au moins en partie) altruiste. Dans ses spots TV, Always défend la capacité des femmes à faire ce qu’elles veulent et à ne pas se mettre de barrières dans la vie. Certes, c’est juste pour faire du profit, mais à la fin ça sert quand même les intérêts des femmes. On ne peut pas leur reprocher de se faire de l’argent sur le dos des autres, puisqu’ils se feraient de l’argent de toute manière. Alors autant qu’ils le fassent en servant une bonne cause. 10. Que représente une campagne digitale engagée et responsable, selon vous ? Une campagne altruiste où l’intérêt financier ne transparait pas ? (Où la marque n’essaie pas de placer son nom et son logo absolument partout)

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GUILLAUME LEGARJEAN PROFESSIONAL 02ND AUGUST 1.

Quel est votre poste au sein de la communication ? Chef de projet / community manager depuis un an et demi.

2. Qu’est-ce qui vous a attiré dans cet emploi ? La jeunesse de l’agence, je ne voulais pas trop être chef de projet à la base mais plus community manager ou faire de la stratégie de marque ou web social. Et finalement, cela ne me déplait pas. 3. Qu’a apporté, selon vous, l’avènement du web en publicité ? Une dimension social. Les gens peuvent aujourd’hui grâce à internet et au web (son contenu), donner leurs avis de manière totalement explicite. Ce qui oblige les communicants à conseiller du contenu utile pour leurs clients et les marques à créer du contenu utile pour leur clientèle. 4. Quelles sont les limites du digital, en termes de création publicitaire ? Il y en a pas vraiment. Après il y a toujours une limite car il faut respecter le budget du client en face de soi et comprendre sa problématique. Je dirais que je considère aujourd’hui le numérique plus comme un levier donnant la possibilité de faire plus de bruit autour d’une création publicitaire utile. Trop de digital tue le digital. Après je ne vois pas trop les limites. C’est comme un musique... en pub il y a une palette d’outils, en musique un certain nombre de notes et d’instruments... Et pourtant en musique, il y a toujours moyen de tordre et de retordre constamment des mélodies pour créer une texture original, une façon de jouer, un son différent... Les possibilités sont infinis. En pub c’est pareil. Tout est une question de sensibilité. Pour moi le digital est un levier et non une finalité. 5. La législation empêche-t-elle la publicité digitale d’évoluer ? Non. Le numérique est vaste. Il y a toujours moyen de contourner une problématique, de profiter d’une faille pour booster une marque, si je veux me la péter, on pourrait appeler ça du Growthhacking, terme très en vogue en ce moment… 6. Quelle est, selon vous, la campagne publicitaire digitale la plus réussie ? Il y en a pleins... Je dirais que j’aime bien la dernière de Biocoop. L’ensemble n’est pas totalement numérique mais juste le fait de recyclé les tweets des tweetos sur sa timeline est d’une cohérence absolue et ça, ça parle aux gens. Pas pour rien qu’il y a eu statistiquement 98% d’avis positifs de la communauté Biocoop pour cette démarche simple en parfait corrélation avec les valeurs de la marque. 7. Et au contraire, quelle(s) marque(s) vous semble ne pas en tirer un très bon profit ? Il y en a pleins aussi... Je dirais celles qui se contente juste d’être présent sur le web et qui ne créent pas de contenus à valeur ajouté pour sa communauté. Et il y en a une plâtré. Toutes les - 134 -

marques qui ne sont pas encore passé au responsive design, celles qui pensent que Facebook est la plateforme où il faut à tout pris aller etc... Pas de marque en particulier en tête si ce n’est que beaucoup ont du mal à avoir un discours de fond sincère et utile envers leur consommateur. Certes il faut faire du chiffre et vite ! Mais ne vaut il mieux pas prendre un peu plus le temps de revoir ses valeurs et de créer une vraie stratégie pour fidéliser sa communauté sur une longue durée plutôt que d’utiliser tous les outils possibles pour perdre toutes sa pertinence et au final n’être vu par personne... Bref je m’éloigne :) J’espère avoir répondu quand même correctement à cette question. 8. Comment optimise-t-on une campagne digitale, aujourd’hui ? Avec les réseaux sociaux. Il faut savoir engager sa communauté pour diffuser l’information au plus grand nombre. 9. Pensez-vous la publicité capable d’altruisme ? Oui tout à fait, mais c’est aussi aux annonceurs de le vouloir aussi. En agence, beaucoup de propositions ne passent pas pour certains annonceurs mais on ne perd pas espoir, nous continuons à essayer de changer la vision de nos clients et par conséquent notre approche au niveau de la production et de l’approche intellectuel de ce que doit être aujourd’hui la publicité. 10. Que représente une campagne digitale engagée et responsable, selon vous ? Engagé qui fait passer un message utile et qui marque. responsable, lorsque la campagne va jusqu’au bout de son message et c’est ce qu’à fait biocoop par exemple. Plus ça marque plus il est facile de créer une trainer de poudre sur le web social. BONUS Selon vous, quelle forme de communication est la plus engagée ? Celle qui parle directement aux gens : le street marketing à dimension social, la pub à dimension social sur les réseaux sociaux. Une campagne doit être soutenu par une communauté pour faire parler d’elle. Et le web nous permet de nous exprimer “plus librement” que à la télé par exemple... Bref le débat peut être très long. (sourire)

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YVES COLIN / FONDATION ABBÉ PIERRE PROFESSIONAL 30TH JULY 1. Pourquoi travailler dans la communication ? D’abord pour travailler ! Plus sérieusement, j’ai été formé pour cela, d’abord au travers d’un cursus artistique qui m’a conduit en agence dans un rôle créatif, ensuite en me « recentrant » sur la communication dans son ensemble avec toutes les dimensions politique et stratégique que ce métier recouvre. Maintenant, quel est le ressort initial ? Vouloir raconter des histoires, mettre en images, mettre en mots, mettre en scène ? Je l’ignore. Mais c’est un job passionnant. Même si les métiers de la comm’ ne le sont sans doute pas partout… Ensuite, travailler dans la communication humanitaire est encore un autre défi ! On ne se retrouve pas complètement par hasard dans une organisation telle que la nôtre. À tout le moins pour les postes à dimension politique ou militante. Ensuite, tout est question d’opportunité. Car si l’envie de rejoindre le secteur associatif est là (c’est une tendance très forte du moment), réaliser ce projet est parfois complexe car le potentiel-emploi y est assez faible (et victime d’un turn-over plutôt faible). 2. Quelle est, selon vous, une campagne de communication réussie ? C’est une campagne qui est d’abord comprise. Dont le message passe. Mais également une campagne qui sert une stratégie (le one-shot ne sert à rien et coûte très cher). Enfin, c’est une campagne qui valorise son signataire, qui participe — au-delà de son ambition première — l’image et la notoriété de l’émetteur. Ensuite, elle peut également aller plus loin : émouvoir, laisser des traces, faire évoluer les consciences ou les comportements… Mais l’essentiel est d’abord et avant tout qu’elle serve des objectifs clairement partagés chez l’annonceur. 3. Que représente la communication engagée et responsable, selon vous ? Tout dépend à quoi on la compare ! Intrinsèquement, la comm’ humanitaire est un acte politique. Elle sert à éveiller les consciences, mettre un problème social au cœur du débat public, établir un rapport de force entre la société civile à qui elle s’adresse et les structures et personnels du pouvoir. Elle a donc un rôle social et politique. Et, dans les débats qu’elle contribue à générer, à tout le moins sociologique et même certainement philosophique. 4. Seuls les ONG peuvent-elles communiquer de manière responsable ? Non, certainement pas. Mais qu’est-ce que communiquer de manière responsable ? S’il s’agit à la fois de préserver le bien commun et de participer du vivre ensemble, toutes les entités prescriptrices d’informations ont cette capacité (secteur marchand, secteur public, religions…). La relation mercantile peut troubler les intentions, mais elles n’empêchent nullement — théoriquement — tous les acteurs du monde marchand de dispenser des messages à caractère social et soucieux de préserver voire de développer le vivre-ensemble.

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5. Quels bénéfices pensez-vous qu’un annonceur puisse retirer d’une campagne responsable ? Le seul vrai bénéfice immédiat est un bénéfice d’image. Pour le reste, tout dépend dans quelle intention stratégique on se place. Et tout dépend qui est l’émetteur. La Fondation Abbé Pierre tire un immense bénéfice à chacune de ses campagne de sensibilisation car elle forme le public, par exemple. 6. Le digital peut-il représenter une forme de communication plus engagée ? Non. Un groupe chantait dans les années 90 un titre qui s’appelait «Révolution point com», qui déjà résumait bien ce que le digital pouvait provoquer. Un pis-aller du combat IRL. Il faut considérer les outils digitaux pour ce qu’ils sont : des outils de communications comme d’autres, puissants par endroits, déficients dans d’autres et n’étant véritablement puissants qu’à la conditions d’être utilisés avec d’autres outils, conjointement, en croisant les publics et les points de rencontre. Le digital n’est pas une nouvelle civilisation, le fantasme de certain n’a pas de sens. C’est un ensemble d’outils qui, pour l’essentiel d’entre eux, n’ont encore pas réussi à détrôner les médias traditionnels les plus puissants.

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/ RESPONSIBLE ADVERTISING CREATION By COSTANTINI Aurélie 2014 - 2015 Session