{"id":26215,"date":"2019-09-11T08:25:07","date_gmt":"2019-09-11T06:25:07","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=26215"},"modified":"2019-09-19T10:50:47","modified_gmt":"2019-09-19T08:50:47","slug":"raphael-de-andreis-havas-media-het-moment-is-aangebroken-om-de-biodiversiteit-van-de-media-te-verdedigen","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/raphael-de-andreis-havas-media-het-moment-is-aangebroken-om-de-biodiversiteit-van-de-media-te-verdedigen\/","title":{"rendered":"Rapha\u00ebl De Andreis (Havas Media) : \u00ab Le moment est venu de d\u00e9fendre la \u2018biodiversit\u00e9\u2019 des m\u00e9dias \u00bb"},"content":{"rendered":"<p>[Via Mediaspecs]\u00a0<em>Ce jeudi 5 septembre se d\u00e9rouleront \u00e0 Paris les\u00a0<strong>Rencontres de l\u2019UDECAM<\/strong>,\u00a0<span class=\"css-901oao css-16my406 r-1qd0xha r-ad9z0x r-bcqeeo r-qvutc0\">l\u2019association des agences m\u00e9dia en France,\u00a0<\/span>qui seront l\u2019occasion pour le secteur de s\u2019interroger et de s\u2019engager pour contribuer \u00e0 la r\u00e9invention de l\u2019environnement m\u00e9dia. Quelques jours avant cette grand-messe qui r\u00e9unit toutes les agences et tous les annonceurs,\u00a0<strong>Rapha\u00ebl De Andreis<\/strong>, pr\u00e9sident de l\u2019UDECAM et chairman et CEO d\u2019Havas Village France, partage d\u00e9j\u00e0 son point de vue sur le paysage m\u00e9dia et sur la n\u00e9cessit\u00e9 d\u2019une diversit\u00e9 des m\u00e9dias.<\/em><\/p>\n<p>\u00ab\u00a0La\u00a0<strong>diversit\u00e9 des m\u00e9dias<\/strong>\u00a0et des solutions technologiques m\u00e9rite, aujourd\u2019hui plus que jamais, toute notre attention. Et nous, agences m\u00e9dias, avons une responsabilit\u00e9. Celle d\u2019accompagner et d\u2019expliquer \u00e0 nos clients, les marques, que de la diversit\u00e9 na\u00eet la diff\u00e9renciation, et au final leur performance.\u00a0\u00bb<\/p>\n<p>\u00ab\u00a0Dans la nature, la monoculture cr\u00e9e des rendements spectaculaires \u00e0 court terme, mais elle \u00e9puise les sols et est de plus en plus gourmande en eau et en palliatifs.\u00a0Il en va de m\u00eame pour les m\u00e9dias et leur distribution.\u00a0\u00bb<\/p>\n<h3>Une nouvelle phase<\/h3>\n<p>\u00ab\u00a0Les sauts technologiques de ces dix derni\u00e8res ann\u00e9es, notamment avec l\u2019arriv\u00e9e des plateformes, sont spectaculaires et ont permis l\u2019\u00e9closion de \u00ab\u00a0nouvelles esp\u00e8ces\u00a0\u00bb en mati\u00e8re de m\u00e9dia \u2013 les pure players, par exemple -, le d\u00e9veloppement de nouvelles communaut\u00e9s \u00e0 grande \u00e9chelle, ainsi qu\u2019une diversit\u00e9 d\u2019opinions. Mais aujourd\u2019hui nous devons entamer une nouvelle phase. Il faut remettre du bon sens dans le syst\u00e8me,\u00a0<strong>r\u00e9\u00e9quilibrer les relations pour \u00ab\u00a0prot\u00e9ger\u00a0\u00bb notre \u00e9cosyst\u00e8me<\/strong>\u00a0et avec lui une certaine harmonie \u00e9conomique, et disons le d\u00e9mocratique.\u00a0\u00bb<\/p>\n<p>\u00ab Non, tout ne se vaut pas. Un journaliste ou un sc\u00e9nariste n\u2019est pas un influenceur par exemple. Dans un cas, une marque s\u2019expose \u00e0 c\u00f4t\u00e9 d\u2019un contexte \u00e9ditorial de haute qualit\u00e9 r\u00e9pondant \u00e0 des standards pr\u00e9cis, et dans l\u2019autre elle flirte avec un \u00ab\u00a0personnage digital\u00a0\u00bb portant un regard tr\u00e8s personnel et totalement subjectif sur le monde. Les deux ont de la valeur, mais pas de m\u00eame nature. Le r\u00e9dactionnel est un alli\u00e9 strat\u00e9gique dans le temps, tandis que le second est un acc\u00e9l\u00e9rateur puissant. Les deux construisent la performance du quotidien. \u00bb<\/p>\n<p>Source\u00a0: <a href=\"https:\/\/www.mediaspecs.be\/\" target=\"_blank\">MediaSpecs<\/a><a href=\"https:\/\/www.mindnews.fr\/\"><br \/>\n<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[Via Mediaspecs]\u00a0Ce jeudi 5 septembre se d\u00e9rouleront \u00e0 Paris les\u00a0Rencontres de l\u2019UDECAM,\u00a0l\u2019association des agences m\u00e9dia en France,\u00a0qui seront l\u2019occasion pour le secteur de s\u2019interroger et de s\u2019engager pour contribuer \u00e0 la r\u00e9invention de l\u2019environnement m\u00e9dia. Quelques jours avant cette grand-messe qui r\u00e9unit toutes les agences et tous les annonceurs,\u00a0Rapha\u00ebl De&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[2353,811,2352,2354],"class_list":["post-26215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-biodiversiteit-van-de-media","tag-havas-media","tag-raphael-de-andreis","tag-udecam"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rapha\u00ebl De Andreis (Havas Media) : \u00ab Le moment est venu de d\u00e9fendre la \u2018biodiversit\u00e9\u2019 des m\u00e9dias \u00bb - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Rapha\u00ebl De Andreis, pr\u00e9sident de l\u2019UDECAM, chairman et CEO d\u2019Havas Village France, partage d\u00e9j\u00e0 son point de vue sur la n\u00e9cessit\u00e9 d\u2019une diversit\u00e9 des m\u00e9dias\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/raphael-de-andreis-havas-media-het-moment-is-aangebroken-om-de-biodiversiteit-van-de-media-te-verdedigen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rapha\u00ebl De Andreis (Havas Media) : \u00ab Le moment est venu de d\u00e9fendre la \u2018biodiversit\u00e9\u2019 des m\u00e9dias \u00bb - 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