Press release
3 March 2012
The French Ministry of Agriculture has appointed Sopexa Group to handle its marketing account to promote Food Culture and French food produce throughout the world, following a competitive pitch. The outsourced public services contract - or “Délégation de Service Public”, as it is known in France - is a five-year campaign due to start in 2013, and is worth an annual budget of 9 million Euros. The account covers three main areas, including providing export solutions to businesses and industrial sectors in high potential markets, consolidating their position and profile in key markets and promoting French food and drinks culture by communicating on France’s brand image.
“The results achieved in 2011 were outstanding, thanks to which agriculture lies at the heart of France’s economic landscape. And underlying these results is the exceptional contribution of industrials, food processors, producers and Sopexa Group. This represents years of hard work, rationalisation and support in export markets. I am delighted to confirm that Sopexa has won this public services contract to ensure the promotion of the French agri-foods throughout the world until 2017”, announced Bruno Le Maire, the French Minister of Agriculture, during a breakfast briefing organised by Sopexa and held at the end of last week at the International Agricultural Show (SIA), in Paris.
On the agency win, Cécile Bassot, Managing Director of Sopexa Group, commented: “We are extremely proud to have won the account. This is a significant win for Sopexa, and officially recognises the expertise of our agencies and their passion to support France’s brand image. The 14.6% increase in France’s agri-food exports, and France’s position as world leader in wine exports, validates our strategy and the activities we implement”.
The marketing and communications agency group has worked on the account since 2008. The French Agricultural Minister’s decision to renew this outsourced public service contract endorses the quality and effectiveness of the proposal.
Sopexa’s unique level of understanding of the agricultural sector, its market intelligence and ability to cross-fertilise French Food culture with local cultures in foreign markets make it the gold standard agency delivering international solutions in Food, Wine and Lifestyle.
The Group, which counts 280 employees from 31 different nationalities, comprises a unique integrated network of 26 agencies throughout the world. In September 2011, Sopexa launched agencies in Sao Paulo, Brazil and a further three in Wuhan, Chengdu and Xiamen in China, complementing those already established in Peking, Shanghai and Canton.
With privileged access to local decision making circuits in retail, hotel and restaurant channels, Sopexa consultants deliver a complete range of services: from strategic marketing consultancy to implementing actions above and below the line and at point of sale, targeting both industry professionals and consumers alike.
Facts and Figures 2011
1,856 businesses supported by Sopexa at 30 international fairs, via the French Pavilion concept.
26,000 consumers have taken part in the Aperitif a la francaise concept; a global event held in June, founded and orchestrated in 10 countries by Sopexa, involving the participation of 254 French businesses.
39 promotional weeks implemented in partnership with the leading international retail giants, including Tesco, Aeon, Corte Inglés, Delhaize, Carrefour, Auchan and Whole Foods, across 20 countries.
50 conferences, training initiatives and competitions - such as Best French Wines Sommelier, attracting 300 candidates and recognising 8 winners in South Korea last year – promote French culinary culture throughout the world.
A pioneering force in promoting French produce abroad, Sopexa has secured a network of professionals - known as The Digital Factory - specializing in digital communications.
It is also responsible for the official portal site for French agri-food exporters: www.franceAgroalimentaire.com (www.frenchfoodandbeverages.com).
Sopexa is the alliance of experience and cutting edge techniques.
