The independent advertising agency JOSIANE was chosen following a highly-competitive process at the end of 2023. Laurent Allias, the agency’s founder and Chairman, explains what guided the agency’s creative intentions for this campaign, which was conceived and rolled out in less than 5 months …

1.What challenges did you have to overcome ?

Behind each campaign lie unique challenges to be met. For «JUMP,» the real challenge was to capture the essence of the transition to entrepreneurship while preserving Econocom’s identity and values. Josiane’s creative team set out to accurately represent the entrepreneur’s posture: the leap into the unknown, the excitement of a fresh start and the determination to succeed. Every gesture and expression had to reflect this quest for freedom and evolution.

2.What were your creative choices and sources of inspiration ?

To embody this significant transition, Josiane drew inspiration from the concept of the «great leap into the void.» Going from employee to entrepreneur requires a dash of courage and daring, and it was this idea of challenge and freedom which guided the creation of the campaign. By visualising Econocom agents jumping from one skyscraper roof to another, we wanted to capture the momentum towards a promising future, propelled by self-confidence and determination. Every element – from the choice of words to the imposing backdrops – helps to illustrate this transition to new professional horizons.

3.Econocom’s image as seen through the campaign

This campaign is more than just an advertisement: it reflects the profound perception of Econocom as a dynamic and visionary company. We see Econocom as fertile ground where each individual can flourish, cultivating their freedom and independence while benefiting from the support of a solid international group. The company is constantly reinventing itself, challenging boundaries and offering its agents the chance to push back their own frontiers. «JUMP” embodies this philosophy, offering everyone the opportunity to launch themselves into a bright future full of possibilities.

In conclusion, «JUMP» isn’t just an advertising campaign: it’s a testimony to Econocom’s vision and values. It’s an invitation to embrace change, to dare to dream big and to seize the opportunities which present themselves on the path to entrepreneurship.

As part of our One Econocom strategic plan and in order to support our organic growth objectives, we’re proud to announce the launch of our JUMP advertising campaign. It illustrates the great leap into entrepreneurship made by two salespeople who decide to become agents. This Europe-wide initiative marks a significant step forward in our recruitment strategy. Hélène Lory-Delambre, Director in charge of the sales team development programme, tells us more about this campaign and the impact it aims to have. 

INTERVIEW 

Hélène, can you tell us more about the launch of this JUMP advertising campaign?

Hélène Lory-Delambre: Firstly I’d like to express our enthusiasm for the launch of this campaign. It’s the result of a collaborative effort between the Josiane creative agency, the Group Communications department, the country teams and the Group Management Committee. JUMP is designed to support our plan to recruit 100 agents in 1,000 days, which is crucial to our organic growth strategy up to 2028. What’s special about this campaign is the extremely short period of time between the idea being born (in Marbella in November 2023) and its deployment just 5 months later!

How did this campaign come about?

Hélène Lory-Delambre : This synergy between independent agents and Econocom dates back almost to the company’s creation. This model has no equivalent in the sector. Through the multitude of benefits offered to agents, the company – and, of course, our customers – we’ve created a unique model which is now more than ever connected to developments in the professional world.

The benefits extend to agents, Econocom and customers. The independence of our agents, coupled with uncapped remuneration indexed to results, ensures stable commercial relationships and exceptional retention. For customers, it’s the guarantee of a long-term relationship with a trusted intermediary.

In short, it’s a win-win-win relationship for the agents, the company, and of course the customers.

What communication channels will be used for this campaign?

Hélène Lory-Delambre: The campaign will be deployed mainly on the LinkedIn and YouTube social networks, and in a more confidential manner via dynamic billboards in the La Défense district (close to our competitors’ offices), and the main railway stations in Northern Italy. We’ve planned several waves of communication over the coming months to maximise our visibility. The next one is scheduled for September. We’re also rolling out a landing page on our website dedicated to the project, with videos of testimonials from agents from several countries.

What are the main aims of this campaign?

Hélène Lory-Delambre: This campaign aims to highlight what makes Econocom unique and also contribute to our recruitment objective. We want to promote our commercial agent model and our willingness to work with entrepreneurs to stimulate the growth of our business.

We extend our sincere thanks to everyone involved in the campaign, which was completed in record time. We encourage everyone to become ambassadors for this campaign and to use the communication tools provided. Who knows – maybe we’ll discover a future agent among your network? – and you might benefit from the special co-optation programme we’ve put in place.

Any final words, Hélène?

Hélène Lory-Delambre: This project as a whole (and the communication aspect in particular) is also an opportunity for us to redefine our identity as an employer on the European market. Faced with fierce competition to attract and retain sales talent, making our employer brand stand out from the crowd would be a major trump for us! Current developments in the labour market show that independence and freedom in the way you organise your daily affairs are strongly desired. We’re responding to this demand with the agents programme.

«Our employees are our best ambassadors»

Today, we’re pleased to share with you a special episode of Econocom Voices. On 2 April 2024, Chantal de Vrieze was appointed as a group board director. This 10-minute interview was a chance to look back at her career in detail.

From her childhood dreams to her professional rise and her return to Econocom as Managing Director of Econocom Belux, Chantal shares her attachment to Econocom’s vision and values, her convictions about the group’s employees, and her secrets for keeping a healthy balance between her working life and her private life.

Listen to Chantal de Vrieze on Econocom Voices.

Click on the image to start listening to the podcast.

Anne Bruchon

Group Communication Director