PLAY AS ONE: diving to the depths of strategic storytelling

In January 2024, Econocom initiated the creation of the strategic narrative to support One Econocom, the Group’s strategic plan for the period 2024-2028. This narrative is the compass of the strategic plan: it explains why this plan, how to implement it and where to go. By simplifying understanding of the plan and harmonising the discourse, this narrative is embodied in the Group’s new mantra, « PLAY AS ONE ».

From strategic plan to strategic narrative: passing the baton

As you will recall, it was Alexandre Murati, now CEO of Exaprobe, who led the development of the « One Econocom » strategic plan in 2023. In 2024, he passed the baton to Group Communications to organise its roll-out and the associated communications plan.

The strategic narrative: a compass for the future

The aim of this story is to make the objectives of the « One Econocom » plan accessible and understandable to all employees, thereby facilitating collective support and mobilisation.

The strategic narrative isn’t simply a communication tool; it’s a structured and engaging narrative which expresses Econocom’s vision, mission and values. It serves as a guide to achieving the objectives of the « One Econocom » strategic plan by playing a unifying role around a common goal while reinforcing the company’s identity and projecting a coherent and inspiring image.

Anne Bruchon, Director of Communications for the Econocom Group, explains: « A strategic narrative gives meaning to the day-to-day actions of our employees. It is a compass that guides our choices and priorities, while creating a sense of belonging and motivation. » It is based on a strong principle of collaboration on three key dimensions: cooperation between countries, cooperation between activities and cooperation between operational and support functions.

Israel Garcia, Director of Strategic Planning, emphasises that: « Our success is based on our ability to work together, share ideas and join forces. PLAY AS ONE is an invitation to all our employees to get involved in this collective dynamic.« 

Co-construction at the heart of the creative process

To develop this strategic narrative, Econocom has adopted a rigorous and collaborative approach, similar to the one applied during the construction of the strategic plan. Since January 2024, interviews with business leaders and creative workshops have been organised to gather ideas and perspectives from all stakeholders.

Israel Garcia explains: « We wanted this story to be an authentic reflection of our company. That’s why we involved so many managers in these creative iterations. The art of storytelling is a prelude to action. We sought to capture the very essence of the company’s culture and translate it into an inspiring and engaging story. WE PLAY AS ONE is only the interpretation, the tip of the iceberg. Everyone should recognise themselves in this story« .

Deployment still underway

Deploying « PLAY AS ONE » internally is a crucial step in ensuring the success of the « One Econocom » strategic plan. Having completed the first phase, we’re now entering a more operational deployment phase with wider dissemination and integration into all internal communications in order to ensure that every employee absorbs this vision and actively contributes to its realisation.

Israel Garcia stresses the importance of this dissemination: « It’s not enough to create a strategic narrative: you also have to live it on a daily basis. That’s why “the communication of communication’” is crucial to promoting WE PLAY AS ONE internally.« 

To encourage commitment and celebrate success, Econocom will also be launching a competition called « PLAY AS ONE STORIES. » This competition will highlight the projects and business initiatives which best embody the Group’s spirit of collaboration and innovation. The three best participants will also have the pleasure of joining the Marco Polo 2024 Challenge prize trip!

Israel Garcia continues: « The PLAY AS ONE STORIES competition is a great way to showcase everyone’s contributions and demonstrate how our strategic narrative translates into action and success in concrete terms.« 

Anne Bruchon concludes: « PLAY AS ONE is more than just a slogan – it’s a working philosophy. It’s by adopting this philosophy and celebrating our shared successes that we’ll continue to strengthen our cohesion and determination to achieve the objectives of our “One Econocom” plan, bearing in mind that this isn’t a sprint but a marathon which must take us through to 2028« .

We would like to thank all our stakeholders, including our Chairman himself Jean-Louis Bouchard, and all those who contributed to the creation of this strategic narrative. Their involvement and commitment were essential in defining a shared and inspiring vision.