growing your brand · social media. crisis management. public affairs. financial comms. our....
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Growing Your Brand
Our Leaders 30 years leading RP and communication
companies, including Ketchum and Fleishman Hillard
Laurence Gabriel
30 years seasoned leader in PR, including Harvard, TBWA, Grayling
François Ramaget
18 years Strategic Communication Senior Partner including at Ketchum
Laurence Collin25 years Senior Management in the PR market
Patricia Attar
CEO
Director of Strategy
Partner
Senior Consultant
Our History
Our Ambition / Change the Game
Our Motivation / The Vis ion
Our DNA / The Res ilience
Our Strength / Our Teams
2008Francois creates Aspect which becomes Gootenberg in 2011
Gootenberg
2012Laurence leaves Ketchum and creates her own PR agency. Patricia join her
Gen-G
2020
M&A Gen-G & Gootenberg comes ONE
AIMPACT
2019
GEN / G launch Aimpact Ecosystem
GEN / G
Data based PR
Consulting / PR
Consulting / PR / PA / FinComms / Data
AI / Consulting / PR / PA / FinComms / Data Marketing
OurDNA Communication
Strategy Public Relations
Social Media Crisis management
Public Affairs Financial comms
OurExpertise
• Consumer Tech, BtoB TechInformation Technology
• Banking, Asset Management, FintechFinancial Services
• Energy & Services providersEnergy & Environment
• Hospital and Industry solutionsHealthcare
• CPG, Food, Leisure, ServicesConsumer
• Institutions & Public Public
OurMarket Information
Technology
Financial Services
Energy & Environment
Healthcare
Consumer
Public
OurPractices
Consumer B to B Corporate & Crisis
Public Affairs Financial Aimpact
We wantedMore
aim high and impact
10
What is
o A Alliance & Artificial Intelligence
o I Influence, International, Intelligence
o M Marketing
o P Performance hack / Public relations / Public Affairs
o A Acceleration
o C Communication
o T Transformation
MISSION
VALUES VISION
• Audit brand’s and communication• Shape new interaction between
s takeholders• Accelerate bus iness and trans formation• Enhance Company’s culture• Support Decis ions Process• Improve your ROI
OUR MISSION
• Knock down all divis ions walls• Unifying Talents and Company’s services• Performance drive at a global scale
OUR VISION
Aim high and impactPioneering the bus iness
360 – fit for purposeCoherence, Difference, Pertinence
OUR VALUES
Own what’sNext
PR PA Fin. Comms
Digital AI Growth acceleration
International roll-out
Brand evaluation Strategy
The Alliance of Experts for Corporate Governance Transformation
Impact + Resilience
CaseSTUDIES
PA / PR Support in the ride sharing market
Context/issue
•Heetch is a French ride sharing company positioned as the night mobility application for young people
• With legal issues linked to the status of Heetch drivers, Heetch had to implement a strong crisis communication plan
Strategy
•Position Heetch as a key player in the sharing economy with a clever niche market
•PR around fundraising after the relaunch of Heetch in the official ride sharing market
Results
•Successful media campaign / Change in the perception of the service
•Rise in brand awareness while keeping Heetch DNA with its young audience.
•Today, Heetch is still a referent and the 2nd
brand most quoted in the ride sharing market
Launching a global leader
Context
•Lime is renting Dock-Free Bikes & Scooters in more than 60 US cities
•The company aims at extending its smart mobility service across Europe.
• June 18 : The Paris launch of its Lime-Scooter service is a major milestone for building brand awareness
PR Strategy
•Schedule the launch on the day Paris mayor announces the end of the electric car sharing service !
•Communicate on a smart, equitable and fun service
•Let journalists discover the Lime-S experience through Products demos
Results
•An exceptional ad campaign for free !
•Ad equivalent 5.8 M€
•Huge media interest with more than 900 clippings in 3 months•Including 140
national TV•Potential
audience 90 M people
Positioning a tech brand with influential media
Context
• Dassault Systèmes, the 3DExperience company, provides business and people with virtual universes to imagine sustainable innovations
• Dassault Systèmes needs awareness for its solutions within 12 industries from aerospace to CPG
• Increase DS visibility in IT and business medias. thanks to impacting projects in France or abroad
Strategy
• Pushing the story of DS “virtual twin experience” “from things to life”
• Support impacting projects in France or abroad
• Regular contact with core target media.• Regular organization
of interviews with key speakers
• Support for press trips in France or abroad.
Results
• More than 1,000 clippings a year including major business publications
Protecting brand reputation
Context
• Assisting H&M global retail brand in a series of reputation attacks linked to Islamic fashion, textile workers conditions, overconsumption accusations …
Strategy
• Tailored H&M reaction based on mapping / monitoring of the fashion ecosystem
• Mediatrain H&M corporate speakers, prepare Q&As and statements
Results
• H&M Ethical standards promoted with key corporate media / Brand and allied voice made heard
• H&M less associated with the fast fashion trend
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138
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58 53
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50
100
150
200
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2019 CoverageContext
•Mirabaud is a private Swiss bank offering asset management and wealth management services
•Mirabaud needs to position as expert in the global financial markets
Strategy
•Position Mirabaud speakers within the business and economy news flow (financial results, central bankers and states decisions, ..)
•Byline placement, interviews, partnerships with key corporate media
Results
•800 articles in 2019 with a strong presence in key business media / print and broadcast
•Consolidating Mirabaud leadership in terms of share of voice vs. private players
Consolidating brand awareness with the most sought-after target
Bio Leaders
CEOBackground
• Founder of Gen-G• After 30+ years as
General Manager of agencies of the Omnicom group, she decided to launch her own agency in 2012. Her goal : To bring her holistic know-how and business vision to French & intl companies
• Her claim : Ensure brand expression is well positioned and communication effectively contributes to the business
Expertise
• Her purpose is to reveal the potential of people and projects. Solution-oriented, she brings effective answers to the challenges of organizations
• With a tech DNA, she knows how to communicate on the most complex subjects.
• Lifestyle topics are also her playground -because brand expression is her signature
Project
• Gen-G develops with the acquisition of Gootenberg and the launch of the Aimpact alliance
• Aimpact is an alliance of partners committed to develop an exclusive platform for managing the performance of marketing communication plans
• Its goal is that organizations can define and measure their internal and external expression to accelerate their development
Laurence Gabriel
Partner
Patricia Attar
Background
• Patricia Attar is a partner at Gen-G agency since 2012• She brings a strong expertise (18 years) acquired in
international PR agencies (Ketchum Pleon) in the innovation/technology and lifestyle sectors.
• She is involved in consulting & team management for a large range of agency's clients (from high-potential start-ups to large international groups - Dassault Systèmes, Ricoh or Pukka Herbs/Unilever), covering BtoC, BtoB, corporate and crisis communication issues.
• A media expert, she loves to take up challenges and imagine communication plans where the strategic dimension and the brand stakes are combined with creativity, for a media impact in line with the business objectives.
DirectorBackground
• Graduate engineer turned to comms consulting
• 20+ years experience as General Manager for large PR network branch offices, Harvard PR, TBWA Corporate, Grayling
• Founder of Gootenberg
Key Skills
• Extensive PR experience• IT and
Corporate, large listed companies
• Brand positioning and messaging
• Programmes localization and team coordination
• Crisis prevention and speaker's training
Major references
• Corporate : Danone, Ferrero, McArthurGlen, Confused.com, Best Western, H&M
• Services : IBM, Hays,
• Technology : Microsoft, NEC, Forrester, Cloudera, Verint, Medidata, ./.François Ramaget
Principal
Laurence Colin
Background
•Strong experience acquired in PR agencies and in-house
•Former board member of Unisys France
•Head of external relations department at Sun Microsystems France.
Key skills
•Laurence’s expertise includes :•Corporate
positioning•PR programme
implementation•Media Relations
based on long term relationship with top Tech & Finance media
References
•She is managing corporate and product programmes for Finance and Tech players, e.g. Mirabaud Asset Management, Forrester Research, Verint (CRM solutions), Planet (New Space)
ThankYou