Ad exec owns Blue with Luc Besson

LONDON — Christophe Lambert, a leading advertising exec in Gaul, will deliver the creative keynote at television mart Mip TV, which runs from March 30 to April 3 in Cannes.

The keynote, on branded entertainment, will be given on March 31 in the Palais des Festivals.

Lambert joined forces with director-producer Luc Besson in the fall to form the first French “advertainment” agency, Blue, which specializes in the production of multi-platform entertainment content designed for brands.

Before moving into production, Lambert began his career in advertising, becoming one of the most sought-after ad-exec for agencies and brands both in France and abroad.

He came up with the slogan “Ask for more” for Pepsi while at BBDO, where he oversaw other international accounts such as Total and Fedex.

In 2003, he became prexy of Publicis Group in France and member of the executive committee of the Publicis Worldwide network.

He also worked for McCann Paris, where he began his career in 1984, BDDP and RSCG, before creating his first agency, Opera, in 1992.

Follow @Variety on Twitter for breaking news, reviews and more