Following its launch into online ventures last year, French media firm My Media announced to launch Eggs, a multimedia advertising agency, reported Le Journal du Net Monday.

According to Le Figaro, Eggs would develop web content for clients and would be led by MK2's multimedia developper Emmanuel Gilibert, previously employed at Ogilvy & Mather, a global advertising, marketing and PR outlet.

My Media clients need expertise advice on how to approach the Internet, said Anthony Ravau, the firm's co-founder and president. Clients might find it difficult to deal with the “interactivity” issue and to distinguish “between media strategies and creative content”, he added. "Therefore, media agencies might have real value to bring to this industry," according to Le Figaro

Eggs clients include MK2, Système U, Ricard, Lucien Barrière, Universal Music and the laboratories Bayer, reported Le Journal du Net.