The 20th
anniversary
edition
March 14 & 15, 2025
at UNESCO • Paris

Could you remind us what Publicis is today, with its different sectors and its position in communication both in France and globally?

Agathe Bousquet: Publicis Group is a communication and technology group, founded in France 100 years ago, and today a global leader with 100,000 employees in 100 countries. That’s the numbers! But what truly sets us apart is our ability to integrate creativity, media, and technology to help our clients with their marketing and digital transformation. This approach has a name, the Power of One,, and it has driven much of our progress both here and around the world.

What are Publicis' commitments in terms of CSR and the impact of its activities and campaigns?

Our motto is "Viva la Différence." It refers to our profession, which is about creating and having new ideas. But it also mobilizes our team around values and commitments. We are aware of our power and responsibility in the world.

That’s why our ESG commitments are both ambitious and concrete.

First, it’s about improving our agencies by reducing our impacts, promoting diversity, inclusion, ethics, and well-being within our own organization.

Next, it’s about supporting our clients in their positive transformation towards more responsible business and communication. We created the "No Impact for Big Impact" program with more positive practices across all communication sectors. We also developed proprietary tools like A.L.I.C.E, our carbon measurement tool for communication, and our Anti-Greenwashing AI, which helps pre-validate all types of communication.

Finally, we aim to make a contribution to society. A prime example is "Working With Cancer," launched by Arthur Sadoun, which has transformed the way cancer is approached in the workplace across more than 2,000 companies worldwide.

Your career reflects a strong commitment, whether it’s your early days at Solidarité Sida or the "Bousquet-Leroy Report" on responsible advertising. How do you see communication’s role as a catalyst for societal transformation, particularly in sectors like advertising?

It was at Solidarité Sida that I saw the impactful power of communication. The power to lead cultural battles, to change representations and behaviors.

More than ever, I believe communicators have the chance to choose to be "on the right side of history" in this societal transformation. While advertising is often seen as promoting overconsumption, it can also use its persuasive power to serve the cause of transition.

And, concretely, the "Climate Contracts" provide a framework for action: by promoting products and services with a lower environmental impact, showcasing responsible behaviors, eco-producing communications, and training teams in responsible communication.

We often talk about new narratives and collective imaginations. Can you tell us more about this topic?

Advertising is part of popular culture and helps create shared imaginations within society. In this way, it presents a real opportunity to shift norms and change yesterday’s standards.

If we want to make environmental and societal transitions desirable, it’s advertising that can contribute to that, alongside all other cultural industries.

This is the challenge of the new narratives and collective imaginations, an area we’ve invested a lot in, notably by partnering with the MOOC Imagine 2050 and deploying it to our employees.

The most committed brands are beginning to showcase new societal narratives in their communications. But all brands can take action with what we call "clandestine pedagogy"—subtly promoting sustainable representations in everything shown in a communication, such as habitat, styling, food, equipment... and the diversity of people.

On the occasion of the 20th anniversary of l’Université de la terre, you will participate on March 15th in a session discussing the engagement of businesses and consumers. Do you believe businesses and brands are committed to positively evolving the behaviors of citizen consumers like us? What do you think are the main levers to transform consumption patterns through communication?

Yes, there is a real shift. Marco Venturelli, President of Publicis Conseil and Chief Creative Officer of Publicis France, talks about the "post-purpose" era, where brands will put commitment at the heart of their products and business to serve societal transformation and meet consumers' expectations.

For example, a service innovation: Darty and Publicis Conseil created a game-changing feature called "Long-term Reviews." Typically, consumers leave reviews right after a purchase, which doesn’t reflect the quality of a product over time. With this new feature, we can get reviews years after purchase, helping guide customers toward more sustainable products.

It’s also about encouraging people not to buy new: Orange, for which we create the Christmas campaigns every year, encourages people to gift refurbished smartphones! This was their main message for the past two years, and this year, while the "Safer Phone" campaign focuses primarily on securing usage for teenagers, the push for refurbished phones continues.