Quentin Franque leads lectures on digital transformation for publishers at Sciences Po, a world-class university in Paris. He also takes the role of Head of Marketing and Communications at the digital marketing agency, Intuiti.
In November 2021, as I was doing a return trip between Calais and Nantes (it’s a long journey!) I shared why we would soon be seeing an explosion in the number of brands acquiring a media. A year later and very few acquisitions had taken place (in France at least). On the other hand, I’ve lost count of the number of companies (like Poool) who have launched their own media (rather than buying an existing one). And this has been the case across a wide range of secteurs, in both B2B and B2C – from interior design and real estate, to fashion and tech companies. Launching a brand publication certainly isn’t anything new, but it seems we’ve gone past this strategy being innovative to it being the norm.