A competition unlike all others focusing on innovative ideas which explore original marketing opportunities. A dynamic and audacious approach with a public prize. In collaboration with INMA (International Newspaper Marketing Association), PubliGroupe is launching a creative competition targeting commercial innovation.

Jean-Christophe Francet, Deputy Head of Business Development, explains this initiative to INFO.

Why is PubliGroupe launching this competition?
- Our goal is to establish PubliGroupe as a cutting edge and proactive company in terms of media marketing. Our role as "Power Sales House" is to promote the new business models which will inevitably emerge. It is also an opportunity for PubliGroupe to acquire a global overview of the most recent concepts tested on the market, from new tariff models to the proliferation of audience platforms offered under the same media brand. In terms of business models, the challenges are enormous.

How will you make sure that competitors do not steal ideas?
- INMA is an association concerned with the promotion of the exchange of ideas between its members. All these publishing houses have a common crucial interest: development of innovations for the entire industry. Within this framework, PubliGroupe can act as a facilitator. We live in a copycat economy and groundbreaking companies benefit from being the “first mover.” This image of vitality projected by innovating companies is useful in all their relationships with their stakeholders: employees, clients, suppliers or investors.

Who will be on the jury for this competition?
- For the award of the first and second prizes, the jury will consist essentially of representatives of INMA and PubliGroupe, accompanied by experts in the field of “Innovation”. Together, they will judge the entries submitted. These will be evaluated not only in terms of the success or scope of the model proposed, but also in terms of originality and audacity of the underling concept. As for the public prize, you and I, in other words people working in the world of communication and publication, will be asked to vote for the most popular idea. The "www.how-do-you-extend-your-media-brand.com?" website is presenting the competition.

Who are the sponsors of this international competition?
- The two main sponsors of this competition are our partner, the International Newspaper Marketing Association, and PubliGroupe. We have asked Nespresso to associate its image with this competition firstly because that company is itself a symbol of innovation in terms of products (who would have thought that one day we would be buying coffee in small capsules?). In addition, the implementation of innovations is always a matter for a team and involves hard work. I feel sure that the winners of the competition will be very proud to show off their trophy and that the winning team will certainly deserve to sit down for a cup of coffee together, don't you think so?

Interview: Laurent Duvanel