Christophe Lambert giving MIPTV keynote

Recently formed first French advertainment agency

LONDON -- French advertising guru Christophe Lambert has signed up to deliver the creative keynote at next year's MIPTV, set for March 30-April 3 in Cannes.

Lambert will deliver the March 31 keynote on branded entertainment, organizers said late Monday.

The ad man joined forces with director-producer Luc Besson this year to form the first French "advertainment" agency, named Blue, specializing in the production of multiplatform entertainment content designed for brands.

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