Agency rebrands as influencer-focused

Marie Antoinette, an independent communication agency, is undergoing a transformation as part of its repositioning under the "Marie Antoinette, the Influencer" initiative. The shift aims to align the agency's services more closely with the influence and strategic value of brand presence in digital and social contexts.

Leadership roles defined

The reorganization is overseen by Alvina Tissandier, Associated Brand Director, whose responsibilities now include New Business and strategic planning. Hamza Lahrichi, Creative Strategist, will translate business challenges, usage patterns, and cultural trends into actionable creative concepts.

Data analysis and monitoring

Florine Escolivet, Data Analyst, will monitor conversations, reputation, communities, and detect early signals. Strategic planning will extend beyond competition to support clients such as Deezer and Quick, focusing on tailored and impactful campaigns.

Proprietary methodology

The new organization is based on the agency's proprietary methodology, "Insight – Alibi – Actu," which involves identifying a tension or usage evolution, determining the legitimacy of a brand to address it, and then designing an idea that can generate news and conversations.

Growth and financial goals

Marie Antoinette also aims to strengthen the use of data and artificial intelligence while maintaining human interpretation in its recommendations. The agency claims a gross margin increase of 5% to 4 million euros by 2026, with 35% of this coming from New Business.

Client success and expansion

It reports a client retention rate of 70% and a transformation rate of 75% on 20 competitions. In nine months, it has secured 15 new budgets, including those from Deezer, Quick, Naturalia, Meetic, and Nikon. The agency's staff has grown from 25 to 35 employees.

Ambition to grow existing clients

Beyond securing new budgets, the agency's ambition is to "win bigger" by developing existing clients and missions that involve multiple areas of expertise. The next step is to better connect these areas, with strategic planning playing a key role in identifying business challenges, reading signals, creating connections, and generating the right ideas, according to Céline Angelini.

Expanding into new digital challenges

The agency also aims to expand its field of intervention to new challenges related to brand visibility in conversational engines and large language models (LLM). It is developing an approach around "informational capital" and "digital authority," aimed at strengthening the ability of brands to be understood, cited, sourced, and recommended by artificial intelligences.