By naming Publicis Media as its new lead advertising agency, France’s national lottery operator Française des Jeux (FDJ) has completed its six-month marketing review.
FDJ announced that ‘Publicis 13’, a dedicated unit created by Publicis Media to take care of FDJ ‘s media purchasing, scheduling, coverage and innovative strategies, will manage its multi-million euro advertising account from 1 January 2021.
Pascal Crifo, the new CEO of Publicis Sports, and Blue449 agencies will manage the work of Publicis 13, with the dedicated agency taking care of the lottery, charity, sports and national heritage initiatives of FDJ.
On winning the account, Crifo commented: “The FDJ is a great company that requires dedication and accountability, to drive its value and performance for the benefit of society. We are proud and honoured to support FDJ, and look forward to starting our collaboration!”
Publicis 13 will take care of France ‘s largest advertising account in 2021, replacing Havas Media (creative) and iProspect (media), with FDJ acting as the main sponsor of France’s Tokyo 2021 Olympic Team.
In addition, as a principal member of the Paris 2024 Olympic and Paralympic Committees, the FDJ will begin its duties. The lottery operator acts as France’s ‘Public Sports Agency’ (ANS) lead sponsor and finances its athlete network.
Signing off the interim statement of FDJ, Group CEO Stéphane Pallez stressed that FDJ will uphold all social and heritage obligations in 2020 and 2021, amid major COVID-19 impacts, in which governance aims to secure savings of EUR 80 million by year-end trading.