French market
The communications agency market in France
A communications agency handles all or part of a customer's internal or external communications.
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A communications agency handles all or part of a customer's internal or external communications.
Internal communication: this helps unite employees around the company's values, successes and future objectives. It reinforces the feeling of belonging to the structure through media such as an Internet site, an intranet or dedicated newspapers
External communication: this enables the company to promote itself and project a positive image to its target customers. To achieve this, it relies on media such as social networks, poster campaigns, print/TV advertising, sales brochures, etc.
However, the term "communications agency" can conceal a variety of realities. These structures may operate in communications, but also in advertising and marketing. Very often, these activities are intertwined, as the customer requires several services that the agency is able to provide.
As a result, some agencies can handle the entire communications process for their clients, while others have more specific areas of expertise.
The world of communications is, by its very nature, a volatile and changing one, which is both trend-setting and conservative, as conformist as it is anti-conformist. In this unstable world, however, the underlying trend is clearly identifiable: social networks are becoming an increasingly important part of lifestyles and consumer choices. Digital advertising revenues are set to rise by 39.6% between 2019 and 2023.
After a difficult covid period, communications agencies have been posting sales growth since 2020, until they exceed 2019 revenues in 2022. By 2023, agency sales were 10% higher than in 2019.
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Guilhem Cournut
Food, retail and consumer goods
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Industry, energy and construction
Marie-Annick Cournède
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Arthur Lefeuvre
Digital, media and telecommunications
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