Ambitious by nature
Driven by creativity
Thrilled by innovation

The
Brand
School

W holds
a monthly
masterclass.

An understanding of all the challenges of a brand is forged by comparing strategy and creation, digital and physical, design and content, and advertising and transformation. A whole programme!

The W Brand School hybrids disciplines and breaks moulds. The result is something entirely new, bringing to mind the duck-billed platypus, a hard-to-classify creature that we believe resembles us, at once hybrid, strategic and creative.

 

Review of previous editions

#13

#13

Brands, the day after - CONTRIBUTING® SURVEY

#13

Brands, the day after - CONTRIBUTING® SURVEY

The French want a more equitable, responsible, green and effective France. And brands have a role to play in this ideal country. These are the main findings from the first Contributing® survey administered by the W agency with the CSA Institute. The aim is to understand new consumer expectations of brands, clarify trust factors and identify the sectors and brands where these expectations are the greatest and those seen as making the strongest contribution in this respect.

Contributing® is a new strategic approach that helps companies to meet the new expectations of consumers and stakeholders. Drawing on the expanded definition of the company under France’s PACTE Act, and on ESG criteria and CSR standards, Contributing® builds a bridge between meaning and business by advocating responsible growth and driving changes in business models.

To present the results, the W agency together with the CSA Institute held a digital conference on 25 June 2020 focused on “brands, the day after”. Participating in the event were Dominique Wood, Executive Communications Director, Carrefour Group; Mathias Vicherat, General Secretary, Danone Group; Erwan Soquet, Head of Communications, Decathlon France; Thierry Blandinière, CEO, InVivo; Johanne Casagrande, Chief Executive Officer, Branding Strategy Innovation, W; Yves Del Frate, CEO, CSA Institute; and Denis Gancel, Chairman and Founder, W.

Dominique Wood
Executive Director Communication – Carrefour Group

Mathias Vicherat
Secretary General – Danone Group

Erwan Soquet
Leader communication – Decathlon Group

Thierry Blandinière
CEO – InVivo

Johanne Casagrande
Managing Director Branding Innovation Strategy – W agency

Yves Del Frate
CEO - CSA Institute

Denis Gancel
Founding President – W agency

#12

#12

Local brands take their revenge

#12

Local brands take their revenge

The Taylorist paradigm of large brands is under threat, with majors obliged to reinvent to compete with new players once perceived as harmless: local brands.

Stronger on affinity, proximity, patriotism and relevance, local brands meet new consumer requirements and are forcing large groups to change the way they manage their brand portfolios and international roll-out.

Held at the Mama Shelter Paris Ouest venue, the conference was led by Fabrice Lundy, an economics journalist at Radio Classique.

Brigitte Cachon
Orpea Group Communications, Innovation & CSR Director

Antoine Dubois
Senior Vice President Global Marketing of the Accor Group

Anaïs Guillemané
Head of Strategic Planning W

Elise Hermant
Director of Communication and member of the Executive Committee of the ADP Group

Martin Piot
Vice President of W and President of Maison W

#11

#11

Purpose

#11

Purpose

Is the concept of “company purpose” a superficial trend or a means to lasting competitiveness?
All brands, from the most ethical to the most questionable, are communicating on their purpose. But words need to be backed by commitment.

The conference was led by Fabrice Lundy, an economics journalist at Radio Classique.

Cette conférence a été animée par Fabrice Lundy, chroniqueur économique sur Radio Classique.

Méka Brunel
Managing Director of Gecina

Johanne Casagrande
Director Branding, Strategy & Innovation at W

Gilles Deléris
Co-founder & Creative Director at W

Pascal Demurger
Chief Executive Officer of the MAIF Group

Denis Gancel
Co-Founder and President of W

Olivia Grégoire
Deputy of Paris - Vice-President of Finance Communication - President of the PACTE Special Commission

Jean-Paul Mazoyer
Chief Executive Officer of Crédit Agricole Pyrénées-Gascogne

#10

#10

Future of Sport and Entertainment

#10

Future of Sport and Entertainment

With the boom in e-sport and niche sports, the new expectations of supporters and growing responsibility, the sports market is changing and brands need to adapt. A future-looking and multidisciplinary review of a huge yet volatile market.

Anaïs Guillemané
Head of Strategic Planning W

Estelle Mège
Managing Director W Architecture

#9

#9

Hands off the loot!

#9

Hands off the loot!

Having a brand is good. But promoting it is better. In a fiercely competitive environment with a record number of registered brands in France and worldwide, promoting a brand has become a highly strategic issue.
Do brands have a financial value?

Denis Gancel
Co-Founder and President of W

Alexis Karklins-Marchay
Deputy Chief Executive Officer at Eight Advisory

#8

#8

Brands in motion

#8

Brands in motion

Scalable, connected and local logos. From building façades to everyday products, brands have made their mark on screens.

How do screens influence brand cues?

Martin Piot
Vice President of W and President of Maison W

Paul Groves
Creative Director Branding

#7

#7

Brand me if you can

#7

Brand me if you can

Has blanding killed branding?
With talk of launching logos into space and advertising often making more noise than impact, what kind of changes do brands need to consider?

Johanne Casagrande
Director Branding Innovation Strategy – W agency

Valentin Baumont
Creative Director Branding

#6

#6

The rebirth of print

#6

The rebirth of print

Digital media gives new value to paper. But the Gutenberg technology still needs to reinvent and it is up to brands to seize this “new deal”.
Rather than considering print as dead, maybe it needs to be renewed and reinvented to form a complementary fit with digital media?

Laurent Barbarand
Head of editorial design & brand content

François Lamotte
Former Director General W

#5

#5

Brands and events

#5

Brands and events

With companies such as L’Oréal, Apple and Alibaba, how do events fit into the lives of brands?

Denis Gancel
Co-Founder and President of W

Antoine L’Huillier
General Manager Havas Events

#4

#4

The Workplace of Tomorrow

Par Gabriel Lippis DC Digital & Content Grégoire Weil - DGA Head of content

#4

The Workplace of Tomorrow

Efficiency through creativity.

The lives of all companies are marked by relocations, renovations and the advent of the flexible office, with a direct impact on teams.

Pascal Leturcq
Director of Operations at Walter

Martin Piot
Vice President of W and President of Maison W

#3

#3

Mediums mutandis

#3

Mediums mutandis

With audience fragmentation, fake news, virtual reality, smartphone TV, VOD and web TV, is television becoming another social media?

Christophe Moiroud
Group Head of Brands TF1

François Lamotte
Former Director General W

#2

#2

Point of view / point of sale

#2

Point of view / point of sale

With e-commerce booming, physical points of sale need to reinvent to survive. Is hybridisation the cure to the supposed terminal illness of physical retail?

Sonja König
Creative Director Retail

Estelle Mège
Managing Director W Architecture

#1

#1

I love you, me neither

#1

I love you, me neither

8,000 brands are created every day. Large brands are setting value records year after year. And yet they are experiencing a crisis of confidence and a loss of legitimacy.
What explains this loss of appeal and how to rekindle the flame?

Gilles Deléris
Co-founder & Creative Director at W

Denis Gancel
Co-Founder and President of W