She still overshadowed in the past six months

In an economy which is sinking into recession day after day, the French advertising market expected a difficult year in 2009. The flags are passed to red since last summer, and the already low visibility is at a historically low level, says Constance Benqué, President of Lagardère advertising, in an interview with the "echoes". The month of March will be critical, after months of January and February which have resisted well but are traditionally quiet. Constance Benqué says his interest in the advertising Board of France television.

How went the year 2008

In 2008, Lagardère advertising recorded a growth of 10 of its revenues at constant perimeter, in a market that grew by 4.2. Our gross revenues reached EUR 2 billion, made 50 in the press, 30 in the radio, 15 in the television and 5 on the Internet. We felt a true drop in summer. But we also recorded very good news: digital terrestrial television has worked very well, we in the ten most important advertising boards on the Internet, Europe1 departed and moved faster than expected, the dissemination of "She" continues to advance.

How you approach the year 2009

When compared to that of the United States, the Spain or the Italy, the French advertising market is remained protected for now. January was not bad, whether it's radio or the press, while the terrestrial digital television continues to explode. But, today, I can say that I have never had so little visibility. She still overshadowed in the past six months. We are Steelhead, and I don't know how to end the month in radio or television! There is a little worrying signs: automotive drastically reduced its budgets by sometimes lowering of 40. The beginning of the year is also delicate in fashion, but it happens rather well in the large distribution. The true re-entry of the year 2009 will be in March because January and February are traditionally weak month. In March, we can see if the market rectifier even more, if there is a real stall.

Will the crisis you bring you reorganize

The merger between Interdeco and Lagardère Active advertising, end of 2006, has allowed us to transform us before the arrival of the crisis, since this transformation took place in 2007. At the time, we did not do so now. Lagardere advertising has three characteristics. It is a real Board plurimédia, present in television, radio, press, and course, on Internet. We offer advertising on all markets, whether at regional, national and international levels, and coverage on all media. We are an important authority, the second of the market, but we keep the spirit of challenger. I like that we have a perennial team, which is important because the human factor is essential in this period of crisis.

That change the crisis for you

A lot of things. We must develop our offers and our tools. Increasingly, the régie clients must be accompanied by to ensure the profitability of every euro they invest. The crisis has pushed us to be less theoretical and much more pragmatic to focus us on the famous "return on investment" (RoI). Market environment is becoming more and more complex. We had to strengthen the expertise and the marketing of the governance Council, as marketing becomes a war machine. The boundaries between advertising agencies, media agencies and the authorities become less net before, less defined. Advertising boards have earned a greater level of expertise, because they have been pushed by digital. It redefines the universe of competition in the fragmenting. The crisis must also allow us to find new opportunities, as do emerge new operations of "cross media". We also take risks, because the work of the Board must also be of confidence.

You lost end of 2008 the contract with the GIE independents in radio bet you always on third-party publishers

Lagardere advertising handles all brands of the Group of "She" Europe1 through Gulli or the website of the "Sunday Journal", but it is important for us to also have outside publishers. In radio, we have certainly more contract with strategy of independent, the end of a story that had lasted fourteen years. In television, we have RTL9 or Arte and we just win 13th Street and SciFi. In press, we have the media to Air France or "number". On the Internet, the Guide du Routard or PriceMinister. These independent publishers bring us power and efficiency, and they enrich our offer.

France TV is seeking a partner for its advertising Board. Are you interested

I confirm the strong interest of Lagardère advertising for the governance of France television. Even if we have not yet worked formally with them, preliminary contacts have already taken place.