Commercial problems, decisions made and work put into use.

Puma sought to strengthen its relevance beyond performance sport, reposition lifestyle, develop running and align corporate and executive communications.

Clarify the role of each category within a coherent brand narrative, deepen Puma’s connection with culture and align product, corporate and executive communications around a more distinctive point of view. Jean-Baptiste led the senior client relationship, strategic recommendations and coordination of the agency teams working across brand, corporate and executive communications.

Brand and category positioning, lifestyle repositioning, running-category launch support, corporate communications, executive positioning, crisis counsel and ongoing strategic advisory.

The work supported Puma’s lifestyle repositioning, the launch and development of its running category, and greater continuity across brand, corporate and executive communications over a multi-year relationship.

Following a successful television campaign, Uber Eats wanted to extend the idea digitally and join the conversation around a major football tournament without being an official sponsor.

Build the digital activation around supporter culture and match-day rituals, extending the television concept through content connected to food, delivery and shared viewing moments. Jean-Baptiste led the senior client relationship, strategic recommendation and coordination of the agency and production teams responsible for translating the television concept into a digital activation.

Digital communication strategy, cultural and audience analysis, campaign-extension strategy, social content territories, activation architecture and recommendations for creators, communities and digital channels.

The work defined a credible digital role for Uber Eats within the football conversation and translated the television campaign into a broader activation designed around supporter culture and match-day behaviour.

Accor was preparing to launch Phantom, a new entertainment venue entering a competitive nightlife and cultural landscape.

Build Phantom around a distinctive narrative platform, translate it into clear graphic principles and use both to guide launch communications and creative development. Jean-Baptiste led the strategic storytelling, brand recommendations and senior advisory relationship, working with the agency teams and creative partners responsible for the launch and graphic development of Phantom.

Brand storytelling, launch positioning, strategic narrative, graphic identity advisory, creative direction guidance, identity review and launch communication advisory.

Phantom launched with a distinctive story and visual identity designed to strengthen recognition, support its communication and establish the venue as a destination in its own right.

Suntory required continuous strategic support for corporate communications, executive visibility and reputation management across planned and sensitive moments.

Create a unified corporate communications framework connecting executive positioning, media relations, internal communications and sustainability commitments, with preparation tailored to each high-stakes moment. Founder-led strategy.

Jean-Baptiste led the senior client relationship, strategic corporate communication counsel and coordination of the teams supporting Suntory’s leadership, media communications and major corporate events.

The engagement provided greater continuity across Suntory’s corporate, executive and internal communications, while strengthening leadership preparedness for media exposure, major announcements and sensitive communication situations.