The new entity CTRL BRAND will be managed by Michel Benhamou (ex-OLIVER / The Brandtech Group).

CRTL BRAND is a new entity dedicated to the production and deployment of omni-chanel content at scale, with a dedicated team, guardian of the brand for each client, amplified by the power of data, automation and AI.

This activity responds to the growing demand from brands of support on the creation of high-volume marketing content, due to the proliferation of formats, platforms and points of contact (e-commerce, social networks, digital in store, CRM …), while guaranteeing the consistency of the whole. It covers the needs for smarter high-performance solutions, which increase impact and accelerate time to market, through carefully selected tech solutions, taking into consideration intellectual property issues.

Managed by Michel Benhamou (ex-OLIVER/ The Brandtech Group, AKQA, Havas), who is joining Lonsdale as director of this entity, CTRL BRAND will operate for Lonsdale clients (L’Oréal, Renault, etc.) but also directly with new clients, based on a model that provides a lot of flexibility.

For Frédéric Messian, president of Lonsdale : “We want to offer our customers innovative and tailor-made solutions, allowing them, in particular thanks to the power of AI, to meet their content multiplication needs while guaranteeing consistency… With CTRL BRAND, Lonsdale is more than never able to offer agile and tailor-made solutions to our customer.”

For Michel Benhamou, director of CTRL BRAND : “We are ambitious, with a unique model, and we are legitimate to offer it thanks to Lonsdale’s recognized expertise as a branding leader. This is an important differentiating factor that gives us a lot of ambition for this new value proposition, because we cover the needs of content for all types of brands, from Renault and Klépierre to Pernod Ricard and LVMH. Tomorrow, for example, having worked on packaging for Garnier, we will be able to immediately deploy this asset to create engaging and rewarding on-going  content in CRM, on social networks, on Amazon or Tmall or in commercial animation in e-commerce.”

At the heart of digital marketing and new technologies for the past 15 years, Michel has worked for the most prestigious agencies (Havas, AKQA and OLIVER/The Brandtech Group). Throughout his career, from Chennai to London, he has collaborated with leading global brands such as Hennessy, Unilever, Pernod Ricard and Facebook, leading social media companies and large tech companies, working on complex and integrated initiatives. Before joining Lonsdale, Michel was Director of Operations at OLIVER, a division of The Brandtech Group, a pioneer in in-housing (implementation of digital marketing teams within client offices) where he successfully developed the French subsidiary.


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