FDJ switches to Publicis to lead critical 2021 media agenda  

France’s national lottery operator Française des Jeux (FDJ) has concluded its six-month marketing review by appointing Publicis Media as its new lead advertising agency.

FDJ confirmed that from 1 January 2021 its multi-million euro advertising account will be handled by ‘Publicis 13’, a dedicated unit formed by Publicis Media to take charge of FDJ’s media buying, planning, coverage and creative strategies.

The work of Publicis 13 will be overseen by Pascal Crifo, current CEO of Publicis Sports, and Blue449 agencies, with the dedicated agency taking charge of FDJ’s lottery, charity, sports and national heritage campaigns.

Crifo commented on winning the account: “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!” 

Replacing Havas Media (creative) and iProspect (media), Publicis 13 will take charge of France’s biggest advertising account in 2021, with FDJ serving as principal sponsor of France’s Tokyo 2021 Olympic Team.

Furthermore, FDJ will commence its duties as a principal member of Paris 2024 Olympic and Paralympic Committees. The lottery operator serve as lead sponsor of France ‘National Sports Agency’ (ANS) and funds its athlete programme. 

Signing-off FDJ’s interim statement, Group CEO Stéphane Pallez underscored that despite significant COVID-19 impacts, FDJ would maintain all 2020 and 2021 social and heritage commitments, in which governance aims to secure €80 million savings by end of year trading.

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