According to Ogilvy France's official blog post on January 7, Ogilvy France and L'Express have collaborated to launch a column called "3001, L’Odyssée de l’info," which can be directly translated as "The Information Odyssey." This is a new strategic decision made by Ogilvy France and L'Express in response to the emergence and prosperity of new media and marketing tools such as blogs, Twitter, and social networks, and how traditional media should respond. During an interview with Eric Mettout, the editor-in-chief of L'Express, he described it as follows: