If we invested more in “positive business”?

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The symmetry of attention, creates of value

In a communications agency, as in a company, the goal is to provide the advice that best suits the customer’s wishes and situation. This requires a head start.

While design thinking, the awareness of the importance of marketing to companies is growing. For several years, the leitmotif has been to “bring experiences to the customer”. Whether it is in BtoC or BtoB, every company no longer sells only products, but above all a service. In order for this service to be the best possible, the idea of ​​”attention symmetry” arises. What is it? Bring as much attention to its customers as to its employees, in a logic of good circle; (see office vibe diagram).

In the digital age, communication and innovation are seen as strategic topics. They should no longer be the privilege of a dedicated service in the organization, but on the contrary, that each of its members should take ownership of them. Historical specialists in particular in these activities, but also all leaders, are invited to take on the role of “coach” or “facilitator”. This movement is taking place in large companies and they are being accompanied in this direction. Paradoxically, some consulting actors are slow to make this shift for themselves, internally.

Communications agency and company: what if you reinvented yourself?

“Companies sell. The seller must defend views” – Agathe Bousquet

While companies are increasingly encouraged to communicate. While communications agencies strengthen their teams on the consulting side. I would like to invite this type of players to accelerate the development of their model for the benefit of their customers.

Certain structures have, of course, already started such an approach (Elan-Edelman, Disko, Creative Spirit, Darewin, etc.). Anthology of good practices, some of which are free and easy to set up. No miracle recipe, each structure must find its own levers with its employees.

Do you have an international ambition?

  • Do as the Darewin Agency: Establish (even with your clients) “English speaking ». A great way to practice English and for everyone to build skills.

  • Attend international events and invite a member of your team: This perspective will increase their involvement.

  • Recruit international profiles and give them the opportunity to share their culture and their understanding of French behavior.

Do you want to develop the creativity and relevance of your suggestions?

Stimulate creativity operationally

  • You are welcome to train your talents for the preparation of a good brainstorming and for the implementation ofcreativity workshops, whether internally or externally. Example: Invite artistic directors and clients to the same meetings. It can also be interesting to reflect with a colleague who does not know the subject at all.

  • Encourage your teams to know each other better, even though they do not work in the same division. This of collective way (eg: suggest an icebreaker to start your collective highlights. Arrange regular meetings to share company strategy and financial results. Or an annual “donation day”). Or more individual (ex .: matching system: two people designated by an algorithm have a week to make a lunch, a point, a cup of coffee … an hour to get to know each other better).

  • Enrich your teams by inviting regularly external speakers about a hot or popular topic in your industry. Ask your teams to offer them, encourage them to read and share (eg: through a theme ant on a social network such as slack or workplace).

Stimulate creativity structurally

  • Equip your employees laptop with VPN access and mobile phone to encourage them to experiment with the latest applications, achieve agility and comfort.
  • Rethink them workspace to stimulate creativity and agility. As recently did BETC or Havas Paris. (more pictures on the links).

  • Promote diversity of your teams thanks to an inclusive approach.

  • More and more, the reflection develops upstream with customers. Consulting firms have long understood this. This saves time, relevance and makes it even easier to sell.

  • Help your teams identify their limiting thoughts and formulate their Ikigai.

Do you want to make your agency more visible?

  • Instead of investing in branded content (push strategy) or press relationships, focus on content marketing (pull strategy) useful for your ecosystem and on operations with them (event marketing with your service providers, leads, customers, etc.).

  • You’re lucky: you have collaborators who are probably already connected on a social network (LinkedIn, Snapchat, Instagram …), and who have a creative talent (editorial or graphic). Encourage theirs to say no and help them structure it with one employee attorney access. Here’s an interesting personal index to assess your LinkedIn potential.

Do you want to reduce your turnover or sick leave?


  • Why not start meetings with personal weather forecasts?

  • On a daily basis promote a climate caring. Companies tend to underestimate soft skills. Encourage your top and middle managers for this type of behavior in relation to their teams: listening, courtesy, positive and constructive feedback. A “charitable” object can also be a good driver to establish this dynamic (e.g .: a cape or a soft toy given from collaborator to collaborator for each action of this type).

  • Clichés “football atmosphere” and yoga sessions in companies? Havas Paris offers its employees 30 minutes of shiatsu once a month. See the effects on trust in leaders, promoted by the agency Creative spirit. That relationship to the body in companies will increasingly be examined. (others eg: adjustable desks or walk-in desks).


  • Essential prerequisite: the strategy or at least the vision for your structure is ready for all your employees. We talked about co-creation with customers to develop relevance and creativity. Symmetry of attention requires, ideally, that you yourself define / co-construct your vision and your strategy with them.

  • You can also implement barometers of welfare on mobile, so did the agency Creative Spirit or Elan-Edelman (via solutions like @supermood or @ourcompany). Service-by-service analyzes allow you to identify relevant handles.

  • The transparency of pay is a great way to reduce pressure and suspicion. Imfusio goes further and thinks of a self-determined wage policy.

  • L ‘task automation is also a challenge for 2017. It makes it possible to increase efficiency to allow your employees to concentrate on high added human value. Assess here the degree of bureaucratization of your structure, you may be surprised.

  • Do not overlook the importance of the timing of the receipt of your new colleagues. Companies that have a formalized onboarding process retain their talent twice as long as those that do not. They are great change agents for your structure if you will.

What if you establish one of these new professions, in the service of “positive business” and with an integrated vision?

Brand love manager, strategy and development manager, Customer Success manager

Popular in start-ups and at Facebook, he does everything to ensure a quality relationship and deliveries to the customer. The “sales” are no longer cut off from the operating staff, but an integral part of the project management.

At My Little Paris, Elisa Rummelard works to bring the brand’s image to life for both internal teams and external target groups.

At Fabernovel, the Strategy and Development Manager is responsible for bringing “positive business”:

  1. positive atmosphere: ensure quality and regular contact with top executive clients
  2. positive experience: ensure the flexibility and quality of the customer experience
  3. positive knowledge: ensure that customers are up to date on the set of skills that Fabernovel can provide;
  4. positive outlook: Create contact points to make sure that technologies, the latest applications and business trends are on customers’ radar and that they perceive them as opportunities.

Mojo manager, Talent and culture manager

This person is responsible for implementing the mentioned levers, internally as a priority. She is close to HR, ranging from recruiting staff to supporting them in a new professional adventure.

“Cell Captain” or “Relationship Coordinator” rather than Leader

Agesys has changed its model and offers its managers to orient themselves between four proposals:

  • cell captain,

  • relationship coordinator,

  • developer of new “challenges” in the company o

  • pursuit of new projects outside the company.

aude sibuet

Aude Sibuet is head of culture. His expertise is at the crossroads of three areas: business communication, change management and social selling. She specializes in supporting the cultural transformation of companies, especially managerial ones.

Also read: Why You Do Not Need a Chief Happiness Officer

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