“Corporate communications must be simple, sincere and exciting”

Could you introduce us to the Babel agency that you co-chair?

Juliette Mutel: The Babel agency, created 12 years ago by Laurent Habib, is a deeply corporate agency. Even though it initially offered diversified services, including more commercial advertising, it gradually refocused on corporate. From brand advice to internal communication, including employer branding strategies, we support companies on all dimensions of corporate communications. We are not specialized in a sector of activity or size of advertiser: we support companies such as Engie, Harmonie Mutuelle or Picard as well as public actors such as Santé Publique France or Road Safety.

A few months after your arrival as co-president of Babel, has the agency’s strategy evolved?

J.M. : Even though I have been with the company for 10 years and was already Managing Director before my last promotion, there have been many changes to the agency’s strategy since last April. This co-presidency with Laurent Habib corresponds to the establishment of new management and above all a new positioning with the desire to affirm our vision of corporate communication. Entitled “Unboring Corporate”, the latter embodies our desire to work on more sincere, simpler and more exciting corporate communication.

That is to say, communication which starts from the expectations and uses of all audiences and not only the Executive Committee to make the strategies and transformations of companies more credible, desirable and positive. We started from an observation: unlike commercial communication which has evolved considerably by adapting to different technological revolutions, corporate communication is approached in the same way as 20 years ago!

Exactly, how do you think you can modernize corporate communications?

J.M. : We rely on three pillars to dust it. First of all, simplicity: the subjects covered are often very complex – such as CSR commitments, carbon footprints or even financial ethics – and it is therefore necessary to popularize all these messages. We must therefore absolutely deepen this work of simplification and offer communication more linked to the daily lives of employees and consumers.

Then, corporate communication must be more sincere. All companies have extraordinary things to say, so there is no point in trying to say what everyone else does. We must stop the bullshit and strengthen the authenticity of messages. For example, there’s no point saying that we’re doing a lot of things for inclusion – because it’s a trending topic – if it’s not true. Better to focus on company-specific themes and commitments, where real efforts are identifiable. This is essential because it allows you to stand out from others and appear more sincere.

Finally, companies must offer more exciting corporate communications. Coming back to this idea of ​​communication that is based on the expectations and uses of all audiences and not just the Executive Committee, it is necessary, like BtoC marketing, to include more creativity. They must reach out to people a little more on emotions than on rationality. The internal communications system can be improved in the way we can, for example, combine the social media channel with that of displays in factories, keeping in sight this dimension of entertainment and creativity. All this is part of our new “Unboring Corporate” positioning.

Do you have a concrete example to present to us to illustrate your points?

J.M. : We have just launched a campaign for Harmonie Mutuelle on the Eco-health movement which reflects quite precisely the approach towards which we wish to move. This mutual is very strongly committed to the subject of health, adopting a preventive approach aimed at encouraging the French to take charge of their health in advance of possible problems. This requires regular exercise or frequent exams.

And instead of treating this subject from an “old corporate” angle, by explaining with rather daunting figures why it is important to put all prevention measures in place, we decided to treat it in a simpler way. and more attractive: after a journey through time and the history of health, we highlight the possibility of acting at its level for the benefit of all. Thus offering us a positive campaign that speaks to everyone.