Agences de publicité ou agences digitales ?

Agences de publicité ou agences digitales ?

Ces dernières années ont transformé les agences de publicité en agences « digitales » se mettant en mode start-up et empruntant leurs modèles à ceux de Google ou d’Apple.

« …La publicité est, par définition, un métier jeune et créatif. Plus encore ces dix dernières années – avec l’arrivée des médias du Web : réseaux sociaux, influenceurs… -, on a vu naître de nouvelles agences « digitales » opérant sur un mode start-up et empruntant leurs fonctionnements à ceux de Facebook ou d’Apple.

Ainsi, beaucoup d’agences ont opté pour des bureaux ouverts dans lesquels la plupart des commerciaux et créatifs n’ont pas de place attribuée. Lorsqu’on pénètre boulevard Haussmann, chez Hungry & Foolish, cette jeune agence de « conseil en culot stratégique et créatif », on a l’impression de visiter une bibliothèque d’université américaine. A l’entrée : un grand espace de travail avec vue sur tout Paris, une cuisine américaine et une boutique shopping. De même, chez BETC, la plus grosse agence française qui a installé ses 900 salariés à Pantin, sur le canal de l’Ourcq : aucun bureau n’est attribué, une application smartphone permet au salarié de se localiser dans l’immeuble, de communiquer en réseau avec les autres ou encore de réserver son repas à la cantine ou sa salle de réunion. Là aussi, des espaces sont prévus pour se sentir « comme à la maison » : boutiques, salles de sport, baby-foot ou tables de ping-pong.
Tendance analogue chez les clients annonceurs. La marque Michel et Augustin a conçu ses locaux de Boulogne pour qu’ils soient ouverts au public. Sa philosophie est de faire du consommateur l’acteur du marketing, par des consultations hebdomadaires sur les recettes, les packagings et un accueil régulier à la Bananeraie – l’endroit dédié aux portes ouvertes – des abonnés ou « followers » de la marque. Les entreprises de ce type cherchent, en vérité, à séduire la génération des Millennials, ces jeunes qui ne veulent plus « appartenir » à une entreprise et qui sont surtout en quête de sens… »
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