October 28, 2020

Thomson Taps Mikros MPC as the Full-Service Creative Agency on its New Campaign

Leveraging multi-disciplinary teams and experience, Technicolor’s Mikros MPC provides 360° management of Thomson’s new campaign.

With a heritage of more than 120 years, Thomson is a timeless French brand, renowned for delivering innovation that is useful and accessible to all. Recognized by 99% of French consumers, the brand is intrinsically related to reliability, quality, simplicity, elegance and everyday use.



Their new 2020/2021 product campaign emphasizes more strongly the core values of the brand and its tagline “Friendly Technology.” By showing how these core values are embodied in their flagship products, this new campaign focuses on two main objectives: improve brand awareness in relation to three product categories and promote new products at strategic sales periods. The campaign consists of three spots – each in 20s and 6s formats available on social media, catch-up TV channels and specialized websites:

  • The Notebook NEO Z3, with a 24-hour battery life, which was released in the September “back-to-school” period
  • The Android-TV, featuring voice control, which will be launched ahead of Black Friday
  • A kitchen appliance will be launched in 2021

Thomson launched their agency search in late 2019. Mikros MPC, who have provided production and post-production services for the brand in the past, knew that the competition was not only about creativity but also about creating meaning for the targeted audience and optimizing the budget for the brand. That would mean creating high quality assets within a tailored and optimized workflow, so that the brand would get the highest return on investment.



Mikros MPC decided to break the creative model from the inside. Staffed with highly talented multifaceted artists, the studio rethought the advertising production model. With a solid idea of how to develop this new approach, they pitched their proposal to create the next campaign for the Thomson brand.

As Thierry Metayer, Digital Project Manager at Thomson, stated: “Mikros MPC presented us a “one-stop-shop” approach consisting of a holistic and tailor-made accompaniment from strategy to the crafting and delivery of the movies, including the management of an image bank and the various formats adapted for the distribution channels. Moreover, they perfectly assimilated our values. Mikros MPC was the only studio to propose fully taking charge of our campaign.”

Read the full story of the team’s involvement – from conception to final delivery – at MPC.