No 39 - June 2012
Industry partner's insight - CSE
Interview with Jean-Marc Leoni – CEO at Creative Systems Engineering
Jean-Marc Leoni, CEO of CSE, one of the exhibit sponsors at the AGM talks about evolutions in the solutions targeted towards TV and radio sales houses and CSE’s future developments in this area.
egta: What would you say is the greatest evolution to date in the solutions targeted towards television and radio sales houses?
Jean-Marc Leoni (JML): The advertising and media market is undergoing a profound change. Internet challenges the established order between traditional media: TV and radio, new media consumption habits are coupled with multi screen offers and new ways of watching non-linear programs, agencies offer their clients cross-media planning to touch all the targets, and online has become the complementary medium essential to reach part of the consumers.
In this context, agencies and advertising sales houses must offer their clients media planning integrating a web component, and playing on the synergy between media. They must focus on the complementarity between media such as TV and the Internet, and be able to measure their respective contributions.
egta: What developments are you working on at the moment to catch up with these technological and trading evolutions on the market?
JML: CSE monitors the advertising market evolutions very closely to be able to quickly adapt Media Pilot to these new trends and new needs. The newest developments of Media Pilot include:
creation of the multi-media TV/Radio/press campaigns then TV/Internet.
management of the "cross media" contracts with global tracking and media by media;
integration of the new audience measures to build powerful planning: daily audiences for TV (including the catch-up TV) and the consolidated audience, broadcast return by site, space and format for the Internet; statistic modules including new trends
egta: Could you tell us more about Media Pilot and its functionalities?
JML: Media Pilot is a cross -media software including more than 500 functionalities based on the current advertising market needs. Our tool allows managing radio, TV, press and Internet planning in accordance to the specificities of each media. It is compatible with other systems of broadcasting, media-planning and accounting.
egta: Why did you decide to join us and exhibit your solutions at egta’s AGM38?
JML: We have worked with sales houses for more than 20 years not just in France but also abroad. Today we are the leader on the French advertising market where we are working with the main private sales houses. This is why we decided to approach egta as part of our international expansion. This year, our presence at the AGM was our third collaboration with egta. Previously, we have attended egta’s Annual Marketing Meeting in Prague and the Users Fair in Brussels in 2011.
egta: Which countries are you established in?
JML: Today, we are working in Morocco with the two main sales houses of the country Régie 3 and Medi1TV. We are also established in Russia where Media Pilot is implemented for the advertising spaces management of the radio sales house Media Plus.
egta: What are your next goals in this area?
JML: In 2011, more than 15% of our turnover came from our work with international clients. Our goal is to reach 25% and to increase our staff by 50% over the next three years. To meet these objectives, we intend to actively strengthen our presence in the Maghreb countries and sustainably establish our presence in Eastern Europe, especially in Romania where we have made many contacts with local sales houses.
egta: How do you work with clients abroad?
JML: Depending on the country, we are either working directly with a client, through an intermediary or a local partner. Thus, we can quickly respond and adapt to our clients needs. The services we provide are the same ones that we offer to our French clients: initially we study the sales house organization and establish the best way of Media Pilot integration; then we offer a possibility to recover old data. We also provide an option to adapt our product to local needs thanks to our team of experts in advertising issues as well as the software installation to support the teams and the training. And finally we offer traditional IT services like maintenance, support and assistance. Everything is now possible remotely!