Within the France Executive Committee, an Engagement Department was created, as well as a CSR function at country level. A community of 40 CSR ambassadors was created, meeting monthly to share, learn and disseminate common actions within their agency. In 2020, Publicis France became the leading network by number of agencies with the RSE Agences Actives (Active CSR Agencies) label from the AACC in partnership with Afnor (Publicis Conseil, Prodigious, Carré Noir, Leo Burnett, Saatchi & Saatchi, Publicis Consultants, Publicis LMA).
In 2020, France innovated with the creation of the #NIBI program – “No Impact for Big Impact” covering all business lines from the eco-design of creative campaigns to the end of life of events, and eco-video production and carbon impact measurement. #NIBI is based on a number of ambitious targets for 2025, such as 100% of campaigns offered to clients being eco-designed, or 100% eco-produced campaigns with carbon emission assessment and offsetting options, based on the A.L.I.C.E. Groupe calculation tool; in addition, a project on digital pollution was launched in July.
Eco-produced products for clients have been accelerated thanks to processes implemented by Prodigious and the Content Factory – which became a responsible studio in less than nine months. Throughout 2020, numerous training sessions on eco-communication were given to employees and clients, as well as discussions with Les Chiennes de garde and the French Advertising Regulatory Authority (ARPP) on combating female stereotypes in advertising. The Positive Library, an internal platform bringing together more than 150 inspiring CSR cases and campaigns, and, Positive by Publicis, a platform for CSR-related content, are accessible to all employees in order to train them in these structuring changes.
Publicis in France also paid particular attention this year to the problem of sexism, and moral and sexual harassment with internal campaigns to promote freedom of speech and the introduction of more prevention and, where necessary, intervention tools (“Bonnes Oreilles”, training of managers, dissemination of the AACC harassment guide, external crisis line, etc.).
Solidarity remained at the heart of the agencies’ concerns with the health crisis, through pro bono campaigns and skills-based sponsorship for more than 40 associations and NGOs in 2020, in addition to partnerships with platforms such as Wenabi, Clapp and AlloVOisins. Publicis Conseil was appointed “most successful agency promoting good” in the Good Report.
Publicis France actively contributes to working groups and events in the sector, the General State of Advertising assessments and debates open to all employees, such as the Positive Talk on the role of advertising in the ecological transition in October 2020 with the various stakeholders: advertisers, legislators, regulatory authorities, inter-professional organizations.
Publicis Health has a CSR and DE&I program (Diversity, Equity, Inclusion) aligned with the United Nations Sustainable Development Goals and built around a so-called 360-degree approach. This holistic approach has been implemented through partnerships with NGOs such as the American Heart Association (AHA), National Alliance on Mental Illness (NAMI), the Skin Care Foundation (SCF) or the Multiple Sclerosis Association of America (MSAA). The approach covers a wide range of activities: responsible marketing, pro bono general public information campaigns, volunteering, fundraising – and involves key stakeholders: employees, clients, NGOs.
In 2020, the internal program Publicis Health Academy switched to virtual mode, and the intern support program was maintained, despite being in virtual mode, so as not to leave students behind due to the pandemic. In terms of recruitment, the partnership with Year Up allows Publicis Health agencies to welcome diverse profiles and help young people from less privileged backgrounds to access programs that can help them professionally. Publicis Health’s affinity groups (BRGs) were very active and participation in conferences such as “AdColor”, “Black Enterprise Women of Power”, “Out & Equal”, “Vanguard” or “3% Conference” were maintained. These activities are very beneficial for the employees concerned and help to enrich an inclusive internal culture.
Publicis Health’s strategy is based on a logic of inclusion in the broadest sense, as the agencies have always closely involved patients and their families upstream of their work. The entire medical and paramedical ecosystem is thus consulted. Among doctors and medical experts or healthcare practitioners, the role of Chief Patient Officer is key within the agency, to ensure the direction of the marketing strategy and the choice of messages and arguments. As the health sector is highly regulated, the teams are permanently guided by Compliance Officers.
The aim is to find great ideas that can inspire and help to develop the industries or services to be a force for change, while ensuring positive growth, in order to facilitate the inevitable changes to be effected, with tangible and measurable impacts. Sustainability must become the new standard, based on a combination of expertise (scientific, social, etc.) and bold creativity. The agency is not limited to strategy consulting; it works very closely with its clients on action plans and operational aspects, so that the reality of an activity or its products and services is in line with the change or transformation to be made. With offices in London and New York, Salterbaxter is a well-known firm in its field, with a specificity linked to its approach to stakeholders, the way in which it listens to them, carefully takes their expectations into account, and the responses provided. The focus on performance remains a priority and is achieved through agile and ambitious approaches. The agency supports the confrontation of points of view, so that its clients are in direct contact with their stakeholders, even when issues are complicated or positions are very clear-cut. This is how alternative solutions and different perspectives can emerge that will enable rapid and effective progress.
Salterbaxter is the creator of the Innovation Day, the agency’s annual day dedicated to supporting social entrepreneurs. For an entire day, around 10 of them are given advice and recommendations by all the teams made available to them, in order to help them achieve more impactful communication. These social entrepreneurs are then monitored throughout the year to ensure that Salterbaxter’s contribution has helped them progress.
Lastly, Creativity & Technology for Good illustrates the Groupe philosophy and professional practices that underpin responsible marketing. Examples of campaigns can be found in the CSR section of the Groupe’s website.
