M6 Publicite 2022

アブストラクト

David Larramendy, the General Director of M6 Publicité, finds himself at a critical juncture in his career. As the advertising agency of the M6 Group, the second largest private television group in France, M6 Publicité has long been a key player in the television advertising market. However, the rise of new American streaming platforms such as Netflix, Amazon Prime, and Disney+ has posed a significant challenge.Over the past few years, M6 Group has witnessed a decline in television audiences as viewers increasingly turn to digital platforms for their entertainment needs. In an effort to combat this trend, M6 Group pursued a potential solution - a merger with TF1 Group, the largest French television group. The goal was to create a stronger entity that could better resist the competition of the American giants. However, their hopes were dashed when the French competition authorities rejected the merger.Faced with this setback, Nicolas Tavernost, the CEO of M6 Group, turns to David Larramendy, trusting him to navigate the complex and rapidly evolving media landscape. David is tasked with finding a way for M6 Publicité to compete effectively against digital competitors and adapt to the changing industry dynamics. The stakes are high as the company's future and its ability to meet customer expectations hang in the balance. This case examines the journey of David Larramendy and M6 Publicité as they face the challenges of digital disruption in the television advertising industry. It delves into the complexities of adapting to a changing media landscape, competing against digital platforms, and making crucial decisions to ensure the company's relevance and growth. Will David's efforts lead M6 Publicité to thrive in the digital age, or will the company struggle to find its place in a transformed industry?

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