VIVE LA REVOLUTION / BY ISABELLE MUSNIK

Issue 5, 1 December 2005

French consumers are developing a taste for non-traditional forms of marketing, coaxing the national advertising scene from is creative slumber. Classic ‘above the line’ campaigns now account for less than 35% of the industry’s output, encouraging advertisers to experiment with non-invasive, permission-based alternatives. More and more brands are asking consumers – ‘the participation generation’ - to vote on their positioning, validate the arrival of products or to steer the next advertising campaign

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