#2 – We believe in integrating on- and off-line communication
We do not handle traditional media and social media in a vacuum. We integrate new online players and modes of influence into our processes and campaigns. Our methods enable companies to go digital in their communication and their culture.

#3 – We promote a sophisticated and professional approach to PR
We deplore the overly simplified vision of PR, which often reduces the trade to a database, or a mass distribution of information or endless talking points.
Our craft must become more professional as ecosystems become more complex. Our customers find themselves surrounded by allies, identifying paths to influence and preparing to share with all of their targets.

#4 – We refuse to give in to the anxiety-provoking nature of opinion
We do not feel that today’s configuration of opinion, the weight of new media or the onset of new ways of expression constitute risks. We see them as opportunities to strengthen image: companies and brands must free themselves of a continuous “crisis management mode”. They must orchestrate the stakes around opinion, to better predict risk and create constructive relationships with their communities.

#5 – We understand that PR creates value for companies
We reject a culture that relegates PR to the role of an accessory, or peripheral to marketing and advertising. PR is fundamental in creating value, as it inspires support, trust and buy-in for a brand with its key targets and communities. Without PR, companies cannot accomplish their goals.

#6 – We believe that ideas give meaning to communication
We reject ideas that are immediate, easy, not based upon reflection. When companies need to have a voice, we craft meaningful, effective ideas that get results. We do so by relying on a battery of methods and tools designed to clarify, track and analyse results… tools that generate creative and strategic ideas.