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Communication professions continue to evolve. Shefferd wanted to give a voice to the main stakeholders: Chief Communication Officers.<\/p>\n
C\u00e9cile Badouard, Managing Director of .becoming agency, and Karine Lacour-Candiard, Head of Brand and Communication at Un\u00e9o, answered our questions.<\/p>\n
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C\u00e9cile Badouard: The Chief Communication Officer role evolves with brands. For companies, the brand has become a backbone, aligning strategies from product to recruitment, through innovation and CSR. Brands are extending their role, influence and power. Chief Communication Officers must therefore adopt a broader perspective to embrace all these dimensions. They must, now more than ever, listen to their customers and communities, as well as the world around them and the one to come, to stay current\u2014as falling behind can happen quickly. And finally, since the “corporate brand” must now be committed and take a stand, they must define a course with their Chief Executive Officer that is unique, credible and sincere. Make their CEO champion it and bring the organization on board. Executive branding and the mobilization of internal collective intelligence are key levers in the current role of Chief Communication Officers.<\/p>\n
Karine Lacour-Candiard: Today, communication departments are required to integrate geopolitical issues into their thinking. Crises are now multifaceted and affect all organizations (cyber attacks), and AI is questioning the function’s organization.<\/p>\n
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C.B: Obviously, the Chief Communication Officer cannot be an expert in all dimensions of the brand and its touchpoints! Under these circumstances, their success relies in my view on three pillars: Listening to and understanding stakeholders (internal and external) and the challenges they face. Strategic and execution capability: set a course and stick to it; I believe we have never needed brand platforms and strategic plans more! And agility in orchestrating between internal teams, specialized consultants and agencies.<\/p>\n
K.LC: More than ever, a Chief Communication Officer must rely on a solid cultural foundation and a thorough knowledge of current affairs, which requires real-time adaptation of action plans. Having a systemic vision allows you to address the maximum number of issues, which are often interdependent. Finally, loving and knowing how to manage is essential to bring together different professions and profiles. Cultivating curiosity and staying the course, especially when the going gets tough.<\/p>\n
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C.B: AI will undoubtedly accelerate the transformation of communication professions, agency models and evolve the relationship between Chief Communication Officers and their agencies. It’s a revolution that in my view needs to be assessed at its true value and deserves a strategic roadmap. Too many agencies today view it solely from the perspective of impact on creativity and train their teams to prompt\u2014this is essential but not sufficient. Some jobs will disappear, certain tasks will shift from agencies to companies, the entire agency compensation system needs to be rethought along with their offerings, organizations and talent. A tsunami.
\nA coalition-based logic, bringing together agencies and their clients, would seem welcome to crack this issue. Some agency coalitions have already been announced and seem necessary.<\/p>\n
K.LC: A tremendous stimulus that requires refined briefs. AI values strategists and creativity because without them there is no differentiation and no powerful brand.<\/p>\n","protected":false},"excerpt":{"rendered":"
Communication professions continue to evolve. Shefferd wanted to give a voice to the main stakeholders: Chief Communication Officers. C\u00e9cile Badouard, Managing Director of .becoming agency, and Karine Lacour-Candiard, Head of Brand and Communication at Un\u00e9o, answered our questions. Shefferd: Today, what are the major developments in the role? C\u00e9cile Badouard: The Chief […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7684","post","type-post","status-publish","format-standard","hentry","category-non-categorise"],"acf":[],"yoast_head":"\n