Paris – Christophe Lambert, advertising director and co-founder of the Blue agency with director/producer Luc Besson, will give the creative keynote at MIPTV 2009 on branded entertainment. The 46th MIPTV entertainment content market will take place in Cannes from 30 March to 3 April 2009. The keynote, organised in partnership with Euronews, will be held on March 31 in the Palais des Festivals, within the framework of the MIPTV 2009 conference programme. Lambert joined forces with Luc Besson in Autumn 2008 to form the first French ‘advertainment’ agency, Blue, which specialises in the production of multi-platform entertainment content designed for brands. Before moving into production, Lambert began his career in advertising, becoming one of the most sought-after ad-exec for agencies and brands both in France and abroad.