Adrien Moretto: "Our strategy is to continue creating strong IPs"

Adrien Moretto, General Manager of Millimages, shared insights into the company’s strategic direction, especially regarding sales initiatives. Founded in 1991, Millimages is renowned for its high-quality animated content. Moretto discussed the evolving entertainment landscape, highlighting emerging growth markets and the challenges of adapting to new consumer habits. He also emphasized the company’s focus on innovative intellectual properties, particularly showcasing "Molang" at MIPCOM, a flagship title that exemplifies Millimages' commitment to quality and engagement.

Millimages newly restructured sales department oversees licensing, international sales, and e-commerce. How do each of these businesses balance to shape Millimages' global strategy?

"Since the studio was founded in 1991, we have always been an integrated company, with activities ranging from project development to the exploitation of all ancillary rights, not to mention production. The idea now is to push the boundaries using our multi-channel expertise to offer our clients and partners exciting, multi-disciplinary proposals for the best possible coverage in their territories. Given the increasing complexity of the production market, our strategy is to continue creating strong IPs that can be exploited across all media, with a special emphasis on licensing. To achieve this, we have to think differently about our commercial development and create synergies between our broadcasters, platforms, and licensees. We're also using our extensive catalogue to work closely with platforms to offer them a variety of content, in addition to working on YouTube to create new partnerships."

What are your main challenges and goals in the current industry-wide transition era?

"Some key challenges have been adapting our business model to new ways of consuming content, making our licensing brands stand out in a very crowded market, and supporting our licensees on the ground with media and in-store presence. It is always a challenge to identify properties that can be exploited on television and on platforms, as well as in licensing."

Which are your key growth markets today? Do you identify any emerging regions for business?

"We are working on optimizing our huge 'Molang' fan base in Europe, the US, and Latin America, where the brand is most popular. Areas for growth and opportunity include Asia, Eastern Europe, and MENA, where we have been using YouTube and other channels to build in-depth partnerships across the region and the rest of the world."

What are the expectations around the pitching of the new IP "Bin Buddies" at MIPCOM?

"After getting great feedback at Cartoon Forum, we’re excited to continue conversations with broadcasters at Mipcom. We have a packed schedule already and look forward to sharing all the 'Bin Buddies' material, including a bible, teaser, animatic, and second script."

How would you describe the show's different and global potential?

"'Bin Buddies'has a truly original concept; while many cartoons follow characters who don’t get along, our show follows a team of garbage collectors set in a lively city full of quirky characters. The aim of the show is to make kids laugh. With its cartoon style, visual gags, and lack of dialogue, the universal humor allows children everywhere to connect with and enjoy the show. 'Bin Buddies' also shines a light on garbage collectors, a job that fascinates kids. The show combines fun with a positive message, teaching about the importance of caring for the environment and working together as a community."

"Molang" is centered around kindness and universal values. What challenges do you face in production when creating. content for an audience increasingly exposed to issues like bullying or other social difficulties?

"We constantly monitor current events in order to react and respond to issues with openness and sensitivity, and try to provide our audience an escape, a 'safe place.' We've been producing Molang for 10 years now, and these values have always driven us to create quality content on all issues of inclusion, not just for victims of bullying. The challenge is to be as supportive as possible while being careful only to help and support, because we don't have the legitimacy of a medical adviser or mental health professional. These two roles need to be approached in a complementary way".