CoSpirit MediaTrack chairman and chief executive Florian Grill discussed the importance of possessing an entrepreneurial spririt at Local Planet’s global conference in Havana, Cuba.
Grill commented that in his French market, programmatic remains the big talking point, and said his agency is also working a lot on local communication.
“The big six are not interested in local,” he added, “it’s too complicated for them.”
Grill pointed out that, looking at pitches for the 250 biggest clients of 20 years ago, 40% of them were doing international pitches compared to 90% today.
“If you’re a French company like we are and you’re not involved in an independent international network then your territory will shrink dramatically, so it’s very important for us to be part of this network.”
Watch the full interview with M&M Global reporter Anna Dobbie below.