If we invested more in ‘positive things’?

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The symmetry of attentions, creator of value

In a communication agency, just like in an office, the goal is to provide the advice that best suits the customer’s question and situation. This calls for an edge.

At the same time, with the coming up with design, awareness of the importance of marketing for companies is growing. For several years now, the guiding principle has been to “bring experiences to the customer”. Whether in BtoC or BtoB, every company no longer just sells products but above all a service. In order for this service to be as good as possible, the idea of ​​”symmetry of attention” arises. What is it? Pay as much attention to its customers as to its employees, in a logic of a virtuous circle; (see office vibe diagram).

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

Communication agency and agency: what if you reinvented yourself?

“Corporate sells. The seller must defend positions” – Agathe Bousquet

While companies are increasingly called upon to communicate. While communication agencies strengthen their teams on the advisory side. I would like to invite this type of player to accelerate the evolution of their model, for the benefit of their customers.

Certain structures, of course, have 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. Not a miracle recipe, each structure must find its own levers with its employees.

Do you have an international ambition?

  • Do like the Darewin agency: set (even with your clients) the “speaking English”† A good way to practice English and for anyone to build skills.

  • Participate in international events and invite a member of your teams: 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 proposals?

Stimulating creativity operationally

  • feel free to train your talents to prepare a good brainstorm and to conductcreativity workshops, both internally and externally. Example: invite artistic directors and clients to the same meetings. It can also be interesting to think with a colleague who is completely unfamiliar with the subject.

  • Encourage your teams to know each other better, even if they don’t work in the same division. this from collective way (for example: propose an icebreaker to kick off your collective highlights. Hold regular meetings to share the company’s strategy and financial results. Or an annual “donation” day). Or much more individual (eg matching system: two people designated by an algorithm have a week to arrange a lunch, a point, a coffee… an hour to get to know each other better).

  • Enrich your teams by inviting regularly external speakers on a hot or trending topic in your industry. Ask your teams to offer them, encourage them to read and share (e.g. via a themed watch on a social network such as slack or workplace).

Structural stimulation of creativity

  • Equip your employees laptop with VPN access and mobile phone to encourage them to experiment with the latest applications, gain agility and comfort.
  • reconsider them workspaces to encourage creativity and dexterity. Just like, for example, recently BETC or Havas Paris. (more photos on the left).

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

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

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

Want to make your desk more visible?

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

  • You’re in luck: you have employees who are probably already connected on a social network (LinkedIn, Snapchat, Instagram…) and who have a creative talent (editorial or graphic). Encourage them to speak up and help them structure it with a approach to employee interests† Here’s an interesting personal index to assess your LinkedIn potential.

Do you want to reduce your turnover or absenteeism due to illness?


  • Why not start meetings with personal weather forecasts?

  • Promote a climate every day caring† Companies tend to underestimate soft skills. Encourage your top and middle managers for this kind of behavior towards their teams: listening, politeness, positive and constructive feedback. A ‘benevolent’ object can also be a good incentive to create this dynamic (for example: a cape or a hug given from employee to employee for each action of this type).

  • Clichés the “table football atmosphere” and yoga sessions within companies? Havas Paris offers its employees 30 minutes of shiatsu once a month. View the effects on trust in managers advanced by the agency Creative spirit. The relationship with the body in companies will be investigated more and more. (other e.g. height-adjustable desks or walking desks).


  • Essential condition: the strategy or at least the vision of your structure is clear to all your employees. We talked about co-creating with clients to develop relevance and creativity. Symmetry of attentions ideally requires that you even define/co-construct your vision and your strategy with them.

  • You can also get barometers from welfare on mobile, just like the agency Creative Spirit or Elan-Edelman (via solutions such as @supermood or @ourcompany). Service-by-service analytics enable you to identify relevant levers.

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

  • l’task automation is also a challenge for 2017. It makes it possible to gain efficiency by giving your employees the opportunity to focus on high added human value† Evaluate the degree of bureaucratization of your structure here, you may be surprised.

  • Forget the importance of timing your receipt new employees† Companies with a formalized onboarding process retain their talent for twice as long as companies that don’t. They are great agents of change for your structure if you wish.

What if you set up one of these new professions at the service of “positive business” and with an integrated vision?

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

Popular with start-ups and with Facebook, he goes above and beyond to ensure a quality relationship and deliverables to the client. The “sales” are no longer cut off from the operational staff but an integral part of the project management.

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

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

  1. positive atmosphere: ensuring quality and regular contact with top managers
  2. positive experience: Ensure the fluidity and quality of the customer experience
  3. positive knowledge: ensuring that customers are aware of the skills that Fabernovel can make available;
  4. positive outlook: Create touchpoints to ensure that technologies, the latest applications and business trends are on customers’ radar and that they see them as opportunities.

Mojo manager, Talent and culture manager

This person is responsible for the implementation of the aforementioned levers, with internal priority. She is close to HR, from recruiting employees to supporting them in a new professional adventure.

“Cell Captain” or “Relationship Coordinator” instead of Manager

Agesys has changed its model and offers its managers the possibility to orientate themselves between four proposals:

  • cell captain,

  • relationship coordinator,

  • developer of new “challenges” in the company of

  • pursuing new projects outside the company.

aude sibuet

Aude Sibuet is a culture manager. His expertise is at the intersection of three areas: corporate communication, change management and social selling. She specializes in supporting the cultural transformation of companies, especially management.

Also read: Why You Don’t Need a Chief Happiness Officer

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