Insights

By over-intellectualizing communication, agencies forget their role with clients, namely helping to build a lasting relationship with their stakeholders. It's time to change that by cultivating simplicity and focusing on the end result.

The profession of communicator is full of creativity. It is omnipresent, even in the simplest ideas. And its functioning is not governed by the intellect, but by intuition. Certainly, in our job, we juggle concepts, intellectualize and sometimes border on the abstract. But as an agency, it is now becoming urgent to redefine our role. To support our customers in building a lasting relationship with their stakeholders. In my opinion, two keys are essential to answer this question: to cultivate simplicity in our work and to focus mainly on the final result, which is the experience.