Universal Registration Document 2025

4.3.12.2 Proprietary tools

Putting into practice the standards of Responsible Marketing and Technology is based on a set of converging elements:

• strong ethical rules, shared during mandatory training (Janus, data protection, data security, "Powering Sustainability", etc.)
• proprietary tools accessible to all employees and business lines, such as the A.L.I.C.E. calculator, eFootprint, the N.I.B.I. program, Anti-Greenwashing AI and Positive Representation AI, etc.
• a clear vision of our business lines and our ability to have a positive impact on society, driven by Top Management and unique initiatives (Working With Cancer, Women’s Forum, Once And For All Coalition, etc.).

Responsible marketing has been put into practice for many years through numerous campaigns we have created for our clients; these campaigns are also among the most award-winning, reflecting the effectiveness of a responsible approach. For example, for Orange in 2024, the “les Bleues - WoMen Football” campaign (Grand Prix at the Cannes Lions in 2024) created a buzz using artificial intelligence to support the French women’s national soccer team, with the aim of highlighting their technical skills on par with those of men and combating prejudice. In 2025, the “Trois Mots” campaign was launched by AXA (Titanium Grand Prix at Cannes Lions in 2025), which recognizes domestic violence as a risk in home insurance policies. These few words activate an emergency rehousing system, so that victims can leave their homes and be helped.

a) The N.I.B.I. Program (No Impact for Big Impact)

This program was created by France in 2019, allowing employees to be trained with a holistic logic to cover the complexity of integrating sustainability into the business lines. Intended for agency employees and client teams, it consists of several elements:

• eight e-learning modules around eco/socio-design to integrate sustainability parameters (social and environmental aspects) in all business lines;
• practical workshops to find operational solutions together in small groups, to develop practices and to determine new standards;
• many tools such as the Anti-Greenwashing guide and the Positive Library listing many exemplary cases;
• the Groupe’s proprietary tools such as Positive AIs (Anti-Greenwashing and Positive Représentations), eFootprint, Razoscan, and A.L.I.C.E.

This ecosystem is unique in the sector. It is constantly updated to take into account contextual and professional changes, best practices recommended by the inter-professional bodies, regulatory changes to be anticipated, reference to new internal or external tools, and team progress.

France has been an excellent pilot to adapt and roll out this program in other countries, the aim being to make it available to all teams. More than 5,000 employees were trained and 900 people on the client side, adopting a pragmatic approach.

In 2025, a community of nearly 50 CSR/N.I.B.I. Ambassadors was set up covering 14 countries, with the "Train the Trainer" approach. They have undergone nearly a year of training, which will then enable them to engage their colleagues and also to spread this program to clients, adapting it to their specific challenges.

A dynamic ecosystem designed to drive the tranformation of our business, 

featuring training programs, exlusive content, internal and external experts, 

and innovative events. Goal: to reduce environmental impacts and maximize societal impacts