Key moment # 1:
The big idea

Essential moment # 1: The big idea



Hello Coline! Are you telling us about an amazing customer?

For the past few months, I have been accompanying a client I had never heard of: the APM. If you know, then you are an entrepreneur committed to changing the world! Otherwise you are like me at the start of the project, in total discovery mode. Apm? "Association for the Progress of Management". Concretely, clubs of entrepreneurs who meet at least once a month to exchange, learn new practices, progress in their daily lives. Our agency challenge: modernize their image and give them more visibility through a new angle of communication that brings all their uniqueness. All this to help them better capture the new generation of entrepreneurs. Everyone wants them.

Concretely, what did you do together?

On paper, a classic subject, on the border between branding and communication: the type of brief that I know quite well, with relatively few surprises. And a good margin of progress between what they are today and what they could be tomorrow. I'm starting to get into the subject with Clément, strategic planner at the agency - my partner! We have available a whole bunch of documents, studies, lots of things provided by the client, scheduled interviews, a day of immersion in a club. Very classic. For the moment: RAS.

But, there is a but ?

BUT, as we read, our meetings (the expert of our day of immersion was Jean-Charles Trouabal, world record holder of the 4x100m in 1990 anyway !!), we realize that finally, no, we are not dealing with a client like the others. We read “the myth of the APM”, we are reminded of “the magic of the APM”, “its light” - we are told of deep personal transformations, of strong moments with “the friends of the APM”, of personal difficulties… “APM has changed me, APM saved my life” ... So we seriously start to wonder if we are not working for ...

Aren't you going to say "sect" anyway?

But no, all that is normal. It is above all a target, entrepreneurs, faced with loneliness. This is intrinsic to their situation: lots of responsibilities, things in mind, little space to exchange, breathe and take a step back. The APM is the beacon in the night of entrepreneurs of all horizons, that's why they exist. This is where they get their added value.

Where's the twist?

In fact it's great! We rarely have the material to tell a story that touches the personality so deeply and almost the intimate. It’s quite a challenge for us. Make the intangible tangible, tell it in a new concept understandable for all those who do not yet know APM. Luckily we had a good month of work before our strategic restitution, and therefore a lot of time to think about the subject. But a rather strange phenomenon, we were so immersed, we were so immersed in the Apm world that we quickly landed on a single communication axis… and impossible to open the field to other expressions! We forced ourselves, we carted, we integrated Vincent (NDR: our DGA) and the others into our brainstormings, we ate sushi, we drank white wine, in short all that to crack 2 other concepts which we believed very little. Our first idea seemed to us the only one, the only one, the right one.

The APM helps entrepreneurs to see more clearly and to act better. And that's all. That's the APM.

And the APM is okay?

The line of communication hit the mark, it was obvious to them. It is up to us to continue on this path to carve out their future elements of language, to design a digital experience that matches our concept. And cross our fingers, develop their communication tools and their multi-channel communication strategy.

In short, what was the famous “essential moment”?

You do not realize it at the moment, but it is the moment when the evidence falls on you and never lets go. With or without white wine. To my APM clients, I want to say Ah Fuck Thank you (*) for this beautiful project.

(*) We proposed to the APM to reinvent its acronym to translate our axis of communication. During our famous late brainstormings, everything happened: the Amicale des Papillons Mutualistes, Achieving Magic Thought or With Sharing for Mantra (NDR: this is true). Finally, with Clément, we firmly believe that “Ah Putain Merci” is the best translation of the benefit of the APM for any entrepreneur member. Really !!