French companies that are rebranding abroad
Decathlon by Wolf Ollins, Deezer and Happn by Koto, Alan and CenterParcs (Pierre et Vacances) by DesignStudio... these iconic French companies have all entrusted their brand identity to foreign agencies. Why are our national jewels neglecting the services of French talents? What do we lack to compete with our neighbors in the field of digital branding?
From Aesthetics to Strategy
Are we too focused on aesthetics? There is no shortage of (very) good designers in France. However, branding is more than just a pretty logo - it's more than just design, plain and simple. A brand can no longer rely solely on a name or an image; it is a comprehensive experience in itself. It is necessary to integrate into the thinking the strategy, the stakes, consumer expectations, and user experience. Every touch of color, every word must be contextual.
France is lagging behind in recognizing branding as a comprehensive strategic discipline, which mobilizes various and complementary professions. It is essential to catch up. The lack of understanding also prevents our companies from effectively deploying in international markets. Obviously, foreign agencies that understand global dynamics and are accustomed to operating across multiple territories are eyeing those who wish to internationalize.
The Culture of Agility
In a competitive context, there is no doubt that our American and British counterparts attract attention for their work culture that focuses on agility and optimization. Rooted in a long tradition of innovation - we're no longer talking about Silicon Valley, they excel in applying methodologies that promote iteration, collaboration, and adaptation. This ability to quickly implement changes while maintaining high standards positions these agencies as ideal partners to accelerate business transformation. The approach is enticing: it’s up to us to prove that we can meet their level.
Finding Our Right Place
France is not lagging behind on the marketing scene. Advertising agencies regularly win international awards, demonstrating an ability to generate campaigns that are creative and impactful enough to capture attention beyond our borders. This year, BETC topped the WARC Creative 100 ranking, no less. Publicis Conseil closely followed in fourth place. What about the long term?
Of course, there are many counter-examples. In branding, Carré Noir stands out with very French clients: BNP Paribas, SNCF, Total Energies. Ultimately, international renown is probably the major weakness of French agencies. It is essential that we raise potential clients' awareness of branding issues and its importance. We must take our place by communicating our expertise, promoting the integration of digital, and fostering a culture of interdisciplinary collaboration among designers, brand strategists, UX/UI experts, and copywriters. Most importantly, we need to immerse ourselves completely in our clients' worlds to understand them: understand their personality, understand their markets, understand their competitors, understand their consumers or users. We are not lacking in talent: let’s make them shine.
Decathlon by Wolf Ollins, Deezer and Happn by Koto, Alan and CenterParcs (Pierre et Vacances) by DesignStudio... these iconic French companies have all entrusted their brand identity to foreign agencies. Why are our national jewels neglecting the services of French talents? What do we lack to compete with our neighbors in the field of digital branding?
From Aesthetics to Strategy
Are we too focused on aesthetics? There is no shortage of (very) good designers in France. However, branding is more than just a pretty logo - it's more than just design, plain and simple. A brand can no longer rely solely on a name or an image; it is a comprehensive experience in itself. It is necessary to integrate into the thinking the strategy, the stakes, consumer expectations, and user experience. Every touch of color, every word must be contextual.
France is lagging behind in recognizing branding as a comprehensive strategic discipline, which mobilizes various and complementary professions. It is essential to catch up. The lack of understanding also prevents our companies from effectively deploying in international markets. Obviously, foreign agencies that understand global dynamics and are accustomed to operating across multiple territories are eyeing those who wish to internationalize.
The Culture of Agility
In a competitive context, there is no doubt that our American and British counterparts attract attention for their work culture that focuses on agility and optimization. Rooted in a long tradition of innovation - we're no longer talking about Silicon Valley, they excel in applying methodologies that promote iteration, collaboration, and adaptation. This ability to quickly implement changes while maintaining high standards positions these agencies as ideal partners to accelerate business transformation. The approach is enticing: it’s up to us to prove that we can meet their level.
Finding Our Right Place
France is not lagging behind on the marketing scene. Advertising agencies regularly win international awards, demonstrating an ability to generate campaigns that are creative and impactful enough to capture attention beyond our borders. This year, BETC topped the WARC Creative 100 ranking, no less. Publicis Conseil closely followed in fourth place. What about the long term?
Of course, there are many counter-examples. In branding, Carré Noir stands out with very French clients: BNP Paribas, SNCF, Total Energies. Ultimately, international renown is probably the major weakness of French agencies. It is essential that we raise potential clients' awareness of branding issues and its importance. We must take our place by communicating our expertise, promoting the integration of digital, and fostering a culture of interdisciplinary collaboration among designers, brand strategists, UX/UI experts, and copywriters. Most importantly, we need to immerse ourselves completely in our clients' worlds to understand them: understand their personality, understand their markets, understand their competitors, understand their consumers or users. We are not lacking in talent: let’s make them shine.
Written by
Bruno