Dentsu Aegis Network France has formed a strategic partnership with Sony-backed Rupture Records.
The move will see Rupture’s Alexandre Sap (pictured) appointed chief luxury & entertainment officer of the media and marketing company. Within MKTG, he will draw on his international network of artists, managers and curators.
Launched in 2016, Rupture is an extension of the French advertising agency of the same name. It announced a distribution deal with Sony Music/The Orchard last year.
During his career, Sap has developed international campaigns for brands such as Bally, Hermes, Dom Perignon, Fendi, Mumm, Martell and Perrier-Jouet. He has worked with artists such as Jay-Z, Lady Gaga, Lou Reed and Phoenix.
He will report to Olivier Sebag, MD, Dentsu Aegis Network France, in charge of creative agencies (Isobar, Gyro, MKTG, Mc Garry Bowen).
Sebag said: "This merger is part of our desire to reinvent the creative process around brands in a much more open way, in symbiosis with those who create and make culture every day. To undergo the dictates imposed on them (formats, platforms, short-term ROI) to regain power, to re-register their approach in a long time generating strong, lasting, transformative ideas Alexandre will help us to accelerate this approach which is at the heart of Dentsu's DNA."
Sap added: "It is time to put the human and the beauty in the centre of the concerns. Indeed, art, culture and the importance of aesthetics are indispensable in our societies in crisis. More than a social glue for a shared culture, beauty is the cornerstone of a fulfilling and harmonious life. Communicants, advertisers, artists, media and big brands, all creators of cultural models have a duty.”