Paris – Yannis Kessal has been appointed Director of Development at Follow Group, a subsidiary of European Digital Group (EDG), effective February 26, 2026. The move follows a year-long collaboration with Kessal as a consultant, and signals a strategic push to strengthen commercial development and synergy between Follow Group’s various entities.
Kessal will be responsible for driving the commercial growth of Andy (celebrity marketing), Scroll (production), Cover (relations presse), and Follow (influence marketing), aiming to integrate their services and maximize their collective impact. This appointment comes at a time of increasing demand for integrated marketing solutions, particularly those leveraging celebrity influence and high-quality content creation. The role is pivotal in navigating the evolving landscape of digital marketing and brand partnerships.
A Proven Track Record in Digital Marketing and Brand Partnerships
Yannis Kessal brings a wealth of experience to Follow Group, having previously served as Commercial Director at HVH from 2022 to 2024. According to CB News, his tenure at HVH followed a successful period at Webedia, where he contributed to the development of advertising activities and strategic partnerships until 2022, holding the position of Industry Sales Director. His career demonstrates a consistent focus on building and nurturing relationships between brands and influential figures.
Before Webedia, Kessal honed his skills at Unify (TF1) between 2018 and 2020, serving as Sales Director for Entertainment & High Tech. This role provided him with valuable experience in the media and entertainment sectors, understanding the dynamics of content creation and distribution. His early career included a position at Universal Music in 2017, where he facilitated brand collaborations with artists as a Brand Partnership Manager, demonstrating an early aptitude for connecting brands with cultural influencers. Stratégies.fr highlights this experience as foundational to his current role.
Kessal’s career began with roles at Zenith (Sales Manager Event & OPS, 2015-2016) and Effervescence (Business Developer, 2015-2017), providing a solid foundation in event management and business development. These early experiences shaped his understanding of the marketing ecosystem and prepared him for leadership positions in larger organizations.
Follow Group and European Digital Group (EDG)
Follow Group, as part of European Digital Group (EDG), is a key player in the digital marketing and influence landscape. EDG encompasses a range of specialized agencies, each focusing on a specific aspect of digital communication. The group’s structure allows for a comprehensive approach to marketing, integrating celebrity endorsements, content production, public relations, and influencer marketing. This integrated model is designed to provide clients with holistic solutions that maximize reach and engagement.
The synergy between Andy, Scroll, Cover, and Follow is central to Follow Group’s strategy. Andy leverages the power of celebrity endorsements to build brand awareness and credibility. Scroll focuses on creating high-quality video content for various platforms. Cover manages public relations and media outreach, ensuring positive brand messaging. And Follow specializes in influencer marketing, connecting brands with relevant online personalities. Kessal’s role will be crucial in optimizing the collaboration between these entities.
Yannis Kessal’s LinkedIn Profile
Yannis Kessal maintains an active presence on LinkedIn, where he details his professional experience and connections. His LinkedIn profile indicates he is based in the Paris area and has over 500 connections within the industry. The platform serves as a valuable tool for networking and staying abreast of industry trends.
The Evolving Landscape of Influence Marketing
The appointment of Kessal reflects the growing importance of influence marketing in the broader advertising landscape. Brands are increasingly recognizing the value of partnering with influencers to reach target audiences and build trust. However, the industry is also facing increased scrutiny regarding transparency and authenticity. Consumers are becoming more discerning and demand genuine endorsements from influencers they trust.
Follow Group’s integrated approach, combining celebrity marketing with influencer campaigns and content production, positions it to navigate these challenges effectively. By leveraging the strengths of each of its agencies, the group can offer clients comprehensive solutions that are both impactful and ethical. Kessal’s experience in building strategic partnerships will be instrumental in fostering these collaborations.
The demand for skilled professionals who can bridge the gap between brands and influencers is also increasing. Kessal’s background in both brand partnerships and sales positions him well to lead Follow Group’s commercial development and drive growth in this dynamic market. His understanding of the entertainment industry, coupled with his expertise in digital marketing, makes him a valuable asset to the EDG team.
Looking ahead, Kessal will focus on strengthening Follow Group’s position as a leading provider of integrated marketing solutions. He will work to expand the group’s client base, develop novel service offerings, and foster innovation within the organization. The success of these efforts will depend on his ability to build strong relationships with both clients and partners, and to adapt to the ever-changing demands of the digital landscape.
The next key development will be observing how Kessal implements his strategy for synergy between the Follow Group entities and the impact on client campaigns in the coming quarters. Follow Group’s performance under his leadership will be a key indicator of its continued success in the competitive digital marketing arena.
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