Advertising supports free media – the virtuous circle

Katty: The idea stemmed from discussions about bringing pride back to the industry. We often talk about challenges, or audiences, the need for greater automation and more data, but we rarely celebrate what we do. The film highlights the satisfaction of working in advertising. 

Carine: As a legacy media brand, our purpose is to entertain, inform, and engage with people through premium content and trusted news. The film represents our commitment to that.

Carine: The film focuses on the production of entertainment, sport events and fact-checked, professionally produced news which is essential in an era of disinformation. This content is funded by brands that advertise. It’s a virtuous circle: brands finance content that attracts audiences that allow brands to grow.

Katty: Putting the role played by advertising under the spotlight provides a positive message for people working in the industry. It highlights the value of our work for society. Imagine if big football games or the Olympics and Paralympics could not be broadcast due to a lack of money to finance the TV rights. Advertisers and media sales houses are essential.

Katty: Yes. For example, Ukrainian media colleagues reached out to egta and asked for help when the war broke out. They needed to protect and rebuild their broadcast infrastructure so that they could continue to broadcast news and content, but also to sell ads. Commercial activity was one way to guarantee that they could maintain journalists on the ground and continue to inform the public. The Ukrainian media felt that advertising was central. 

Carine: Without brands and advertisers, private broadcasters can’t produce trusted content. It’s crucial to remind brands to place ads in trustworthy media, supporting premium content and news, which helps safeguard democracy.

Carine: We collaborated with Gédéon, a renowned design and branding agency that has a lot of experience in working with broadcasters. To convince advertisers, we needed great advertising ourselves, so we created a proper ad – short, impactful, and with a compelling story. We chose to feature two “everyday heroes”: Alex the brand director and Sam from the media sales house. Gédéon opted for a sober design to emphasise the message.

Katty: I am particularly impressed by the resilience of our industry, its capacity to innovate, to transform, to make the most of all the challenges that come our way and always stand strong. I believe we have plenty of reasons to be confident and proud, but we tend to forget. We need to celebrate more! 

Carine: Being part of a company that produces content and entertains, informs, and as an advertising sales house, gives the opportunity for brands to be part of this virtuous circle.