Publicis Groupe CEO Maurice Lévy has claimed Ellen DeGeneres’ record-breaking Oscars selfie was worth up to $1 billion for client Samsung.
"The earned media – all the buzz which has been done around the Oscar [selfie] – represents roughly a value between $800 million to $1 billion because it has been all over the world," Lévy said at the MIPTV event in Cannes earlier this week.
Lévy claimed responsibility for the Oscars photo as well as the selfie last week that featured Boston Red Sox slugger David Ortiz and President Barack Obama. DeGeneres and Ortiz both used Samsung phones to take the photos.
"The two have been done by our teams" on behalf of Samsung, Lévy said of the selfies.
The Oscars selfie was retweeted more than 3.4 million times, breaking a retweet record previously held by President Obama. The Ortiz-Obama photo received more than 42,000 retweets, though it provoked ire from the White House over the possibility that the president's image could be used to sell phones.
"We gave the phone to someone who picked Obama," Lévy explained. "I will not give you the recipe."
Watch the interview with Lévy below.