From 8 March, a new communications campaign will see France's leading professional social network (PSN) widely represented on televisions, billboards, in the press and online. The goal of this exposure is to broadcast the brand's new positioning and identity to the widest possible audience across France.

PARIS (France) - For the last 10 years, the job market has been in a state of constant change and Viadeo's emergence has played a big role in this process. Both driving change and reacting to current developments, France's leading PSN is now launching an ambitious communications strategy built around their "New Vision".

This campaign, of an unprecedented scale for the company, consists of three successive waves from 8 March to 30 September 2015. The tone of the messages and the formats chosen are designed to reflect the fundamental transformations currently taking place in the way employees view their professional journey and the key role that PSNs will play in helping them take control of their future.

Gone are the days of placing your development in the hands of a single employer, where opportunities may be based on merit or left entirely to chance. Now is the time for professionals to recognize their strengths, address their weaknesses, develop their networks, remain open to all opportunities, and to know how to bounce back quickly if the need arises. In short, to develop their "personal brand". Ultimately, the "New Vision" is a response to this new paradigm.

On a wider scale, alongside their extensive national communications campaign, the company is hoping to highlight Viadeo's position as the one-stop-shop for boosting employability, increasing visibility on the job market, and facilitating meetings (between professionals or between candidates and recruiters).

Claire Fouquerand, Viadeo's Chief Marketing Officer, explained: "This campaign is part of a broader reflection stemming from a diagnostic carried out by Harris Interactive. Their analysis revealed that we needed to strengthen certain core areas. In a time when there is no longer a "signposted, secure path" in the job arena, our professional network offers a wide range of solutions and advice that had to be shared more widely."

Gilles Masson, CEO of M&CSAATCHI.GAD - the agency Viadeo selected for this campaign - added: "Viadeo is a real trendsetter with their New Vision. With their host of innovative features and services, they make it possible to have an uninhibited and assertive relationship with the working world. To reflect this new approach, we settled upon a creative process that revolves around the concept of "Empowerment". Involving both B2B and B2C ecosystems, the campaign is a proactive collaboration between Viadeo's teams and GAD's strategic planning, with Noma Bar - a true star in graphic design and counterform - producing the print and film illustrations."
Additional details

Advertising agency: M&CSAATCHI.GAD
Media agency: ADCITY (Havas Group)

Television: Reach of more than 240 million (targeting active professionals). 10 and 12 sec commercials, exclusively on M6 & TNT (Terrestrial Digital Television in France) channels D8, W9, BFMTV, i>TELE, NT1, and NRJ12
Digital: strong presence on mobiles and other devices from March to September.
Billboarding: digital screens in stations in 23 French towns including the La Défense business district in Paris
Print: PQN (National daily press in France): JDD, Le Figaro, Les Echos, Libération
Gross value of communications package: 8 million Euros

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