{"id":68579,"date":"2019-09-26T12:13:09","date_gmt":"2019-09-26T16:13:09","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=68579"},"modified":"2019-09-27T13:20:28","modified_gmt":"2019-09-27T17:20:28","slug":"the-unknown-naissance-dune-nouvelle-agence-canadienne-qui-propose-un-mix-entre-divertissement-et-publicite","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/the-unknown-naissance-dune-nouvelle-agence-canadienne-qui-propose-un-mix-entre-divertissement-et-publicite\/","title":{"rendered":"The Unknown : Naissance d&rsquo;une nouvelle agence canadienne qui propose un mix entre divertissement et publicit\u00e9"},"content":{"rendered":"<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-68580\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/MockUp_TheUnkwown_Page_01-300x194.jpg\" alt=\"\" width=\"615\" height=\"398\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/MockUp_TheUnkwown_Page_01-300x194.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/MockUp_TheUnkwown_Page_01-768x497.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/MockUp_TheUnkwown_Page_01-1024x663.jpg 1024w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #999999;\">24 septembre 2019<\/span><\/p>\n<p class=\"p1\"><span style=\"font-size: 20px;\"><strong><span class=\"s1\">La nouvelle agence The Unknown, fond\u00e9e par Fay\u00e7al Hajji (FH Studio) et Pascal de Decker (ex-McCann, ex-TAXI), vise \u00e0 chambouler l&rsquo;industrie en se proposant comme solution : elle offre un mix parfait entre divertissement et publicit\u00e9, soutenu par une technologie innovante qui assure l\u2019efficacit\u00e9 du contenu et la pertinence de l\u2019auditoire vis\u00e9, Bref, un branded entertainment encore plus pertinent et diff\u00e9rent.<\/span><\/strong><\/span><\/p>\n<p><span style=\"font-size: 16px;\">Depuis des anne\u0301es, l\u2019industrie publicitaire et me\u0301dia fait face a\u0300 d\u2019importantes difficulte\u0301s : les me\u0301dias traditionnels sont abandonne\u0301s au profit des options nume\u0301riques, comme le streaming et le mobile qui offrent du contenu de grande qualite\u0301, sans interruption publicitaire. <\/span><\/p>\n<p><span style=\"font-size: 16px;\">C\u2019est en re\u0301ponse a\u0300 cette re\u0301alite\u0301 qu\u2019est ne\u0301e la nouvelle agence THE UNKNOWN et la solution qu\u2019elle propose : un mix parfait entre divertissement et publicite\u0301, soutenu par une technologie innovante qui assure l\u2019efficacite\u0301 du contenu et la pertinence de l\u2019auditoire vise\u0301.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-68583\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/PAscal-FH-_Cropped-300x173.jpg\" alt=\"\" width=\"571\" height=\"329\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/PAscal-FH-_Cropped-300x173.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/PAscal-FH-_Cropped-768x444.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/PAscal-FH-_Cropped-1024x592.jpg 1024w\" sizes=\"(max-width: 571px) 100vw, 571px\" \/><\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Nous devions trouver une solution qui permette aux annonceurs de rejoindre leur cible avec du contenu qui les inte\u0301resse, sans les interrompre. Pas facile. Mais l\u2019avantage d\u2019avoir passe\u0301 12 ans en back-stage m\u2019a permis d\u2019avoir un \u0153il exte\u0301rieur sur ce qui marche et ce qui ne marche plus dans l\u2019industrie. Le divertissement de marque, ou Branded Entertainment, re\u0301pond totalement a\u0300 la re\u0301alite\u0301 des consommateurs, aux pre\u0301fe\u0301rences des clients et aux besoins des marques \u00bb, souligne Fayc\u0327al Hajji, fondateur et pre\u0301sident de THE UNKNOWN, et e\u0301galement proprie\u0301taire de FH Studio, une maison de production publicitaire, depuis plus de 10 ans.<\/span><\/p><\/blockquote>\n<p><img loading=\"lazy\" class=\" wp-image-68701 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockupo_3_theunknown-300x194.png\" alt=\"\" width=\"532\" height=\"344\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockupo_3_theunknown-300x194.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockupo_3_theunknown-768x495.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockupo_3_theunknown-1024x660.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockupo_3_theunknown.png 1200w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/> <img loading=\"lazy\" class=\" wp-image-68702 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/THE-UNKNOWN_MOCKUP_1-300x194.png\" alt=\"\" width=\"527\" height=\"341\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/THE-UNKNOWN_MOCKUP_1-300x194.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/THE-UNKNOWN_MOCKUP_1-768x496.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/THE-UNKNOWN_MOCKUP_1-1024x661.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/THE-UNKNOWN_MOCKUP_1.png 1200w\" sizes=\"(max-width: 527px) 100vw, 527px\" \/><\/p>\n<p>THE UNKNOWN, rassemble sous un me\u0302me toit tous les spe\u0301cialistes en structures narratives. Qu\u2019ils soient issus du cine\u0301ma, show-business, publicite\u0301 ou de la photographie, tous les talents joignent leur savoir-faire pour livrer un produit cre\u0301atif qui re\u0301pond vraiment aux enjeux des clients de l\u2019agence, mais en ayant le spectateur au c\u0153ur de tout le processus.<\/p>\n<p>On compte notamment parmi l\u2019e\u0301quipe un nom reconnu : Pascal Bascaron, qui a, entre autres, fait sa marque en production cine\u0301matographique avec les films 1991 de Ricardo Trogi et Nelly d\u2019Anne E\u0301mond.<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Nous allons bien au-dela\u0300 du placement de produit. Nous partons d\u2019un enjeu marketing et cre\u0301ons un univers autour de la marque gra\u0302ce a\u0300 storytelling que les gens ont envie de voir. Termine\u0301e l\u2019e\u0300re de l\u2019interruption force\u0301e. A\u0300 une e\u0301poque ou\u0300 les plateformes de streaming se multiplient &#8211; Netflix, Amazon, Apple, Facebook, Disney+ etc, c\u2019est le moment ide\u0301al pour les marques de se tailler une place et pour les chai\u0302nes de te\u0301le\u0301 de freiner l\u2019e\u0301rosion du ca\u0302ble en offrant du contenu de qualite\u0301 sans que celui-ci ne soit finance\u0301 par les pauses publicitaires \u00bb, comple\u0300te Pascal de Decker, associe\u0301 et chef a\u0300 la cre\u0301ation.<\/span><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" src=\"\/\/player.vimeo.com\/video\/361811860?title=0&amp;amp;byline=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>La structure ope\u0301rationnelle de l\u2019agence s\u2019e\u0301loigne aussi des mode\u0300les standards, ou\u0300 les nombreux niveaux de gestion de projet alourdissent les processus et accaparent des heures qui auraient pu e\u0302tre alloue\u0301es a\u0300 la strate\u0301gie, cre\u0301ation et production.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Un projet pilote est aussi en cours de de\u0301veloppement. En analysant les donne\u0301es disponibles sur la cible marketing, la technologie de THE UNKNOWN aide a\u0300 ba\u0302tir et a\u0300 de\u0301velopper les audiences parfaites pour le contenu, tout en assurant une distribution plus efficace et moins cou\u0302teuse, ce qui viendra contribuer aux autres facteurs cle\u0301s de succe\u0300s du mode\u0300le.<\/p>\n<p>THE UNKNOWN compte de\u0301ja\u0300 pre\u0300s d\u2019une dizaine de projets de divertissement de marque pour des clients majeurs notamment Volvo, Dodge Ram, Ubisoft et Bombardier commercial et Bombardier affaires.<\/p>\n<p><img loading=\"lazy\" class=\" wp-image-68703 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockup_2_theunknown-300x194.png\" alt=\"\" width=\"540\" height=\"349\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockup_2_theunknown-300x194.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockup_2_theunknown-768x497.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockup_2_theunknown-1024x662.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Mockup_2_theunknown.png 1200w\" sizes=\"(max-width: 540px) 100vw, 540px\" \/><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_68579\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  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END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La nouvelle agence The Unknown, fond\u00e9e par Fay\u00e7al Hajji (FH Studio) et Pascal de Decker (ex-McCann, ex-TAXI), vise \u00e0 chambouler l&rsquo;industrie en se proposant comme solution : elle offre un mix parfait entre divertissement et publicit\u00e9, soutenu par une technologie innovante qui assure l\u2019efficacit\u00e9 du contenu et la pertinence de l\u2019auditoire vis\u00e9, Bref, un branded entertainment encore plus pertinent et diff\u00e9rent.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_68579\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  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