Louise Beveridge, Director of Communications Kering, explains: "We wanted a communication plan that is both comprehensive, reflecting the new reality of the Group and digital, in line with its strategy."

• Ownership by internal employees:The new identity was unveiled yesterday by François-Henri Pinault senior executives of the Group and headquarters staff. A live webcast allowed employees Kering and brands worldwide to be associated with this event.

• Campaign World:Distributed in North America, Europe and Asia, from the end of March, the campaign aims to stage the imagination engine of the Group and its brands through a film posted on the Internet, and inform the name change through ads in newspapers and on the web. She will be accompanied by a plan for press and public relations declined internationally.

• Digital Story-telling:The campaign will be widely circulated on social media (Facebook, Twitter, Linkedin, Vimeo, Sina Weibo and Youku). The name change is also an opportunity to implement a strategy of "story-telling" digital original content. Kering and  launches an unprecedented collaboration with fashion blogger Garance Doré. For several months, from April 2, Garance Doré tell, through videos, translated into five languages, the unique way that the Group has to feed the imagination of its brands.

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