PARIS – Christophe Lambert, advertising director and co-founder of the Blue agency with director/producer Luc Besson, will give the Creative Keynote at MIPTV 2009 on branded entertainment. The 46th MIPTV entertainment content market will take place in Cannes from 30 March to 3 April 2009.
“MIPTV is the opportunity to demonstrate to the world’s television creatives, producers and executives that branded entertainment is alive and well in Europe. By offering a strong collaboration between producers, a brand and good screenwriters, you can produce entertaining programmes of prime-time quality and offer a valuable alternative to traditional advertising, which viewers are now rejecting,” said Christophe Lambert.
Paul Johnson, Director of Television at Reed MIDEM, added: “Christophe Lambert is a Branded Entertainment Ambassador of the next generation. He is part of a small and prestigious group of ad-execs/directors/producers, who are building the bridges between brands and channels in an age when the funding of television is the object of intense debate. His creative keynote will examine how best the next generation of TV production will be financed and consumed.”
The keynote, organised in partnership with Euronews, will be held on Tuesday 31 March in the Palais des Festivals, within the framework of the MIPTV 2009 conference programme.
Christophe Lambert joined forces with Luc Besson in autumn 2008 to form the first French “advertainment” agency, Blue, which specialises in the production of multi-platform entertainment content designed for brands. Before moving into production, Christophe Lambert began his career in advertising, becoming one of the most sought-after ad-exec for agencies and brands both in France and abroad. He invented the slogan “Ask for more” for Pepsi while at BBDO, where he oversaw other international accounts such as Total and Fedex. In 2003, he became President of Publicis Group in France and member of the executive committee of the Publicis Worldwide network. Christophe Lambert also worked for McCann Paris where he began his career in 1984, BDDP and RSCG, before creating his first agency, Opera, in 1992.