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A few weeks ago, we wrote about the marketing strategy of animation and visual effects studios, an often overlooked, yet very important part of the process of winning clients and recruiting new talents.
After we published this article, a new communication agency focused on the cultural and creative industries emerged: Coline Moire, Creative Communication.
We asked the founder, Coline Moire, to tell us more about the company, the pros for a studio of relying on an agency compared to in-house management, what metrics can be used to measure the return on investment. We also discussed topics such as crisis communication, market trends.
3DVF – Hello Coline! The 3DVF team knows you well, as you used to be managing the communication of French digital arts school ESMA and the Icônes school network. You’ve just announced your departure and the launch of your own communication agency, Coline Moire, Creative Communication.
Which services are you offering? What types of studios, companies will you support?
Coline Moire: Indeed, I had the honor of directing the communication of ESMA and the Icones network for 10 years. And it was through this experience that I observed certain deficiencies in terms of valorization and visibility of studios.
Coline Moire, Creative Communication is a global communication agency dedicated to the cultural and creative industries, particularly Animation & VFX, as well as Video Game studios.
Coline Moire, Creative Communication’s positioning is quite simple: small and medium studios usually do not have an employee dedicated to communication, or else they delegate these matters to an artist who does this a few hours per week. Factually: it’s not enough to be visible or to hope to make a difference, especially in the current somewhat tense context for the industry.
I intervene via Coline Moire, Creative Communication as an external communication manager, I take charge of everything from the smallest to the largest issue, and I manage it.
3DVF – The agency’s website is available in French and English. Are you also targeting clients outside of France?
Coline Moire: Indeed, Coline Moire, Creative Communication is able to target clients outside of France. For my part, I have been accustomed to dealing with an English-speaking audience for years. I have the desire for this first year to accompany French companies, because I want to push them to promote themselves better and to be more visible. We have undeniable creative arguments in our territory, and it’s worth increasing the visibility of our expertise.
3DVF – What type of support, communication can be managed by Coline Moire, Creative Communication?
Coline Moire: All communication, marketing, graphics, web, social networks, press relations, or event topics can be entrusted to me. As I explained earlier, I intervene as an external communication manager and delegate certain specific achievements to choice providers who are by my side.
In reality, the support depends on the real needs of each studio. Some will be autonomous on some topics and have real gaps on others. It’s important for me to adapt to the companies and to offer tailor-made formulas to provide complete satisfaction.
3DVF – Studios have quite varied ways of managing communication & marketing: large entities like MPC/Mikros have dedicated departments. Elsewhere, as you said above, one or two people handle this in addition to their usual tasks. In other companies, there’s just a minimalist online presence. Finally, some companies go through agencies like Coline Moire, Creative Communication. What are the pros of hiring an agency compared to in-house management?
Coline Moire: I see several advantages.
For small or medium-sized structures, having a competent person internally is budgetarily impossible. Outsourcing this mission is a beneficial option for them.
It is also obvious to me that dedicating these communication subjects to expert and competent people will result in better outcomes.
I am personally accustomed to this industry, to the specific communication codes it possesses, and I know how to offer studios tailored, relevant actions that will not have the monthly budgetary weight of hiring a communication officer.
3DVF – If many studios prefer to manage things internally, it’s probably also out of a desire to save money… Does working with an agency cost a lot? How do you taylor the services according to the needs and means of the clients? And what metrics can be communicated to the client so that they can measure the results of their investment?
Coline Moire: Working with an agency does not necessarily cost a lot. In reality, it all depends on the type of agency and the services entrusted.
My goal is to provide custom services for each studio. And this tailor-made approach is thought out according to the needs but also according to the budget. Everything is adjustable on Coline Moire, Creative Communication’s side.
Regarding metrics, here too it depends on the missions entrusted, but a weekly follow-up of the actions is proposed to each client and ROI metrics are given for all online actions. For “physical” actions such as events, feedback through testimonials will be preferred.
This work of return on investment, I systematically do it. It’s imperative to be able to readjust and optimize actions, and thus remain as effective as possible.
3DVF – Earlier, we mentioned your career: can you tell us more about your experience?
Coline Moire: After cutting my teeth in the NRJ group (NRJ, Chérie FM, Nostalgie, Rire & Chansons…), I moved to Spotter, an agency then specialized in analyzing the reputation of international brands.
In 2014, I joined the ranks of the Icones network, with the ESMA brand as the flagship. A year after my arrival, I took on my role as Director of Communication for the group.
During these years, I especially tackled subjects related to 3D Animation training. The goal was simple: to elevate ESMA to a higher level in terms of global recognition and visibility. And this level was reached, with ESMA recognized around the world as one of the best 3D animation schools.
Each year had to be more successful than the previous one. And to do this, I always expected more from myself and my teams. And it’s in this same mindset that I work with my clients.
3DVF – Does Coline Moire, Creative Communication also offer its services for one-off and event-based needs, for example, for a big company launching a new studio, or trying to setup a good strategy of the Annecy Festival?
Coline Moire: Of course. This is one of the added values of Coline Moire, Creative Communication: anything is possible.
We have the in-house competence to respond to specific needs, and the flexibility to adapt our actions to a one-off mission.
And as the scope of actions is wide, there is essentially no limit, and therefore no stumbling block.
What we offer is also comfort. All these issues perceived by studios as time-consuming constraints: we take them on.
3DVF – Crisis communication is also part of communication. And the animation, vfx, videogame industries face difficult times, like many other. Unfortunately, there are plenty of examples: announcements of economic layoffs, legal issues like, revelations in the media such as those regarding John Lasseter or Ubisoft… How do you see this part of Coline Moire, Creative Communication’s work?
Coline Moire: These are indeed complicated subjects to manage and for which the treatment must be very specific. It can be part of a studio’s life, even if it’s obviously not desirable. But the management needs to be adapted. That’s why, in this particular case, I will rely on an external professional dedicated to these subjects.
3DVF – Let’s focus on economics. Streaming services have cut spending, strikes in the USA have had an impact on the animation/VFX industries, recruitments are more limited, some industries like gaming are affected by massive layoffs… Are these industries reducing their communication expenses, or are they trying to put themselves forward and stand out? In other words: what are the current needs of companies in these sectors?
Coline Moire: The market has indeed been experiencing a visible slowdown for several months.
And in my eyes, this is the most opportune timing to invest in communication actions and give a boost to their visibility to make a difference. It’s essential for their future.
French studios sometimes have a certain modesty about communicating and promoting themselves. But on the contrary, now is the time to focus on communication. Studios need to showcase their value to stand out, especially to go after foreign markets, due to competition.
And my experience at ESMA also allows me to make a simple observation: a studio that communicates well is a studio that is visible to talents and attracts them. And having experienced numerous Job Fairs, this element makes a difference.
More information about Coline Moire, Creative Communication
- Coline Moire, Creative Communication agency – official website and LinkedIn page.
