Business France has chosen The Hoffman Agency, a global communications consultancy, to provide strategic communications and PR support in promoting La French Tech brand in North America and Asia. The contract with the French government’s economic development entity covers a full slate of programs — including media relations, social media, thought leadership and event support — to further establish France’s vibrant technology ecosystem on the world stage.
The engagement will involve The Hoffman Agency’s global team of resources throughout North America and Asia, providing Business France with an integrated model to manage the worldwide program. Locally based Hoffman teams in high tech spots from Silicon Valley to Shanghai will work with the agency’s European global coordination team to ensure consistency and scalability of communications strategies.
La French Tech is a recent initiative spurred by the government to brand and build momentum around the country’s burgeoning tech economy. It includes a fast-growing ecosystem of startups, scale-ups, investors, accelerators and incubators, universities and other entities driving the growth of this sector within France.
The Hoffman Agency’s assignment is to build awareness for the technology development and business success of companies operating within and outside of France, leveraging the wide range of innovation driven by French entrepreneurs across a variety of sectors. The program will be anchored around marquee industry events, such as CES, where this year France had the largest contingent of startups of any international delegation. High visibility programs, including French Tech Ticket and French Tech International Hubs, will be used to further validate the growth story of France’s startup economy.
“We all tend to associate France with goods like wine, cheese, fashion and luxury products, but the tech industry in France is fast becoming a force in the world when it comes to invention. Perception hasn’t kept up with the reality of what’s taking place in France, which cuts to the core of our assignment, to get the word out,” said Lou Hoffman founder and CEO of The Hoffman Agency.
“The French Tech narrative is a very compelling one and continues to surprise people in terms of it scale and depth of innovation. The Hoffman Agency provides us with the experience, reach and credibility in the world’s key tech and investment centers to tell that story. We are looking forward to building on the current momentum and showcasing the vast potential of the La French Tech ecosystem,” said Julie Cannesan, Promotion and Communication director at Business France.
The past year has been significant for French Tech innovation. The country now ranks first in Europe for number of investment deals, up 71 percent from 2015, and achieved a record deal flow of USD 1.5 billion in just the first three quarters of the year. French companies make up nearly 20 percent of the 2016 Deloitte Technology Fast 500 (EMEA), and France has been the fastest growing country on the list over the past six years. At the 2017 CES, French companies garnered 50 innovation awards.