France’s TF1 Group, which recently bought programmatic agency Gamned, including its UAE presence, has announced the creation of Unify, its new digital division.
UNIFY brings together the new digital activities of the TF1 group (excluding OTT and Replay TV): the aufeminin group (aufeminin, Marmiton, MyLittleParis, etc.), Doctissimo, Neweb (Les Numériques, ZDNet, Paroles de Maman, etc.), Gamned!, Studio 71, Vertical Station and TF1 Digital Factor.
Since 2016, the TF1 group has been engaged in a radical transformation, with the development of three strategic divisions: Broadcasting, Studios and Entertainment, and Digital.
Regarding digital growth, the TF1 group started by positioning itself in social media and influencers with the acquisition of Vertical Station (formerly MinuteBuzz) and the launch of Studio 71 France in 2017.
In 2018, by purchasing the aufeminin group, the TF1 group acquired major digital players with a massive portfolio of brands, unique female-targeted content and top-quality communities, and a diversified business model (advertising, programmatic, social media e-commerce). The acquisition of Doctissimo completed the offer with a flagship community on the “health/wellness” vertical, and buying Neweb has given the group unique expertise in shopping recommandation on various complementary themes (beauty, parenting, consumer electronics).
Finally, taking a majority stake in Gamned! enables TF1 to provide advertisers with a multi-channel, innovative and high-powered offer, allying the qualified audiences derived from its new digital platforms with the effectiveness of programmatic.
The creation of UNIFY is the logical next step following this series of digital acquisitions.
With a presence in 10 countries and more than 100 million unique visitors every month, UNIFY has become the no.1 digital group built around federating content, original productions, talents, events and services dedicated to female themes, health and entertainment. UNIFY gathers strong expertise dedicated to brands: media, e-commerce, influence, data, content, social.
UNIFY now gathers all these companies around 3 businesses:
Publishers: aufeminin (and its international equivalents: alfemminile, enfeminino, gofeminin, sofeminine), Marmiton, Livingly Media, MyLittleParis, Merci Alfred, Doctissimo, OnMeda, Les Numériques, CNET, ZDNET, GameKult, Parole de Mamans, Beauté Test
Brand Solutions and services: Ykone, Studio71, Vertical Station, Gamned, Magnetism, TF1 Digital Factory
Social media e-commerce: MyLittleParis, Beautiful Box by aufeminin, Gretel
The creation of this digital division will generate synergies with the TF1 group both editorially and commercially.
UNIFY and TF1 Publicité will be able to marry their know-how and expertise to provide advertisers with all- new optimised cross-media solutions.
“The creation of UNIFY is a new step in the transformation of the TF1 group”, emphasizes Gilles Pélisson, Chairman and CEO of the TF1 group. “By aggregating international and engaged communities, we are offering brands advertising solutions that are complementary to those we offer through our TV and video contents. UNIFY combined today leading know-how, both in new digital usage and new technologies. I trust the expertise and innovation spirit of UNIFY teams around Olivier Abecassis to bring to advertisers the new, efficiency driven, solutions they expect”.
Olivier Abecassis, CEO of UNIFY, has assembled a new Management Committee to unlock more synergies between UNIFY entities and drive revenue growth.
The members of the Management Committee will be:
- Marie Le Guével, Executive Vice President, Chief Revenue Officer (Europe and Latin America)
- Flore Pilzer, International Managing Director, Europe and Latin America
- Christophe Decker, Executive Vice President, in charge of Products and Growth
- Céline Orjubin, Co-founder and CEO of MyLittleParis
– Nicolas Capuron, Managing director in charge of Video Production and Strategy
- Bénédicte Lenguin, Chief Legal Officer
- Anne-Laure Piron, Chief Human Officer
- Patrick Caetano, Chief Financial Officer
Olivier Abecassis, CEO of UNIFY says: “Thanks to its acknowledged know-how in creating content and influence, and with its expertise in data and programmatic technology, UNIFY will offer to brands original communication solutions that are adapted to their new digital performance imperatives. Our newly- constituted Management Committee will accelerate expansion in all our territories. I strongly rely on this management team and on all the talents at UNIFY.”
