MS&L France

For several years, the public relations market in France has been considered under-developed in comparison to its Anglo Saxon neighbors. The statistics have been relatively modest: 3000 professionals are spread throughout agencies with a combined annual income of 300 million euros (2005 figures.) Nevertheless, recent years have been marked by a change in perception by the clients in the public relations business. Consequently, major transformations have taken place in the nature and the quality of the services offered.

The primary reason for this positive evolution is due to a better client understanding of the value of public relations. We see this in the demand for a measurable return on investments in qualitative and quantitative terms and the adoption of the PR centric model used with success by international groups inside and outside of France.

But the positive evolution of the market does not fully explain the average growth of 10% annually among the 40 agencies represented by Syntec-RP, the professional representative of the sector. It is primarily the capacity of the agencies to adapt to change that is making the difference. In this midst of this market transformation, MS&L re-opened its office in Paris in October 2006.

MS&L France provides a convergent and synergistic approach based on the expertise and experience of its consultants. The office has abandoned the traditional silos approach for a convergence strategy (in health, consumer, online PR, management issues, corporate communications, etc.), and offers a widely qualified team of expert consultants. Neither generalist nor specialist, MS&L France upholds the concept of organizational fluidity, and its clients’ needs are the single guiding force for the team’s response. The office has positioned itself to constantly move and adapt to the demands and the evolution of the market, seizing recent trends like online PR, lobbying communication, word of mouth marketing, brand event-experience, DTC relationships, and more.

MS&L France is based on strategic advice, pertinent objectives, expertise and passion. Enhanced by creativity and commitment to the client, passion is the instrument that ensures success.