• «Trusted Media / Trusted Brands» dans Le Figaro

    « Trusted Media / Trusted Brands »



    pour cette opportunité d’affirmer en ces temps troublés à quel point nous avons besoin de médias de qualité, de marques en qui croire et d’agences pour les défendre !

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    Trusted Media / Trusted Brands


    In the world to come, publishers will have the historical responsibility to fight against fake news. It is now more vital than ever. Brands too must put one lement back at the center of their interactions with consumers : trust. Media agencies have a central role to play.


    by Thomas Jamet, CEO of IPG Mediabrands Group France


    In this strange period of global pandemic, a veritable black swan, it is not enough to persuade oneself and multiply incantations for « the new world to come » to happen. If we want it to be better – especially in terms of information and communication – we must work swiftly. It is up to us to accompany a change in values to bring out the major media and brands of tomorrow.


    More than ever before, emotion will be more key


    The modern illusion of controlling the world freed us from all caution, because we thought we were the masters of a universe that we were shaping in our own image. By abandoning this chimera, we have not lost our soul, but rather found back our humanity.


    In this era that is now upon us, we act as if we were newborns, spontaneously discovering our instincts. We need to rebuild what identity means in the age of digital tracking, to refund the need for security in a dematerialized world, to rediscover primary social interactions through screens.


    Technologies are built on the primacy of the human being and emotion, and in this moment of acceleration born of the combined effect of digital technology and the globalization of trade, we have reached a turning point. The crisis is global in because it affects almost every country and also because it is being followed everywhere in real time. It is a global event where Italians share the daily life of New Yorkers; where disasters and hopes are visible on a global scale.


    Never before has the world experienced the same thing, at the same time, so intensely. For better or for worse, it is highly likely that the crisis will initially crystallize extremes. Eros and Thanatos, violence but also the impulse of life… One thing is certain: the 20s will either be marked by emotion or they won’t be.


    The media have an historic role to play


    Reporters Without Borders warned on April 21st about press freedom dangers in the wake of the extraordinary situation created by the health crisis. And if that were not enough, to think that « fake news » will disappear all alone is to be ignorant of human nature. Indeed, their use and compulsive consumption meet a vital need. They are very strong narrative vehicles and we are increasingly aware that they help us to satisfy one of our most primary and essential instincts: to tell ourselves stories so that we do not have to face reality.


    The media are receptacles and vehicles for our ability to believe. Eventually, we understand that consumer vigilance will be a compass and not the option of a few pioneers. Circulation of information, like the battle for audience has never been so crucial and the period we are living through will leave its mark and durably shape not only certain consumption patterns but also our civilization.


    In 1956, the photo of young Elvis being vaccinated backstage convinced a whole generation to imitate him and helped defeat polio. More than ever, we know that dissemination of good information will help good practices. And that the success of news media is here to stay. But there will only be a « world after » if we are exemplary. Fighting fake news and generating quality information, getting rid of gossip, mediocrity, even in entertainment, will not only be important, it will be vital. Publishers, as well as platforms, have a historical responsibility for the decades to come. We know that it is in the dark that monsters are born.


    Brands : a matter of faith


    In a world without truth, faith arises everywhere. When there are serious changes in lifestyle, there is a fairly dramatic shift in perception of brands that consumers use. 59% already announce that their relationships will be « strengthened with brands that behave well » during the crisis (source: Toluna).


    Advertisers must therefore be extremely vigilant about their interactions. But it will be necessary to go beyond « purpose »: brands must totally reinvent their interaction and put this dimension of trust at the heart of their communication. This goes beyond the simple « no profit » injunction, marketing tricks and an often faked « brand utility ». It will involve inventing and sometimes repairing a non-existent or superficial relationship.


    Brands that will do best will be the ones that consumers will trust. And believe in. But let’s be clear about one thing: brands won’t save the world! But as important players in our socio-economic system, they must be valued and promoted because their social role goes far beyond simple business.


    Our agencies Initiative and UM, as well as experts gathered in our specialized business units (Magna, Rapport, Reprise, Orion but also at Kinesso) are committed on a daily basis alongside our clients to make this period an era of profound reinvention. Our teams are committed to enabling the advent of this new paradigm based on trust in the media and in brands. The next few months are decisive for the next decade.