One cannot communicate. Saying nothing, doing nothing, is already sending a message.
Whether we like it or not, we are always communicating. Constantly. And so are companies. Through words, actions, or… silence and inaction. Because silence and discretion speak for us. Saying nothing, doing nothing, already sends a message—one of indifference, hesitation, or lack of interest. And in a world saturated with information, that message does not go unnoticed. It is received, interpreted, and often detrimental.
“Communication is just hot air.”
That’s true. Communication is intangible. It is, indeed, just air. And yet—it’s the wind that turns the mill. Communication is what allows your products, services, and ideas to exist in people’s minds. It creates movement. A product, no matter how brilliant, won’t sell itself. It needs to be presented, explained, elevated, exposed. Remaining silent and invisible won’t help you win over clients—or resellers, partners, employees, or investors.
“Communication is expensive.”
Yes, some forms of communication are costly—especially those based solely on repetition and massive presence. The goal? To occupy every possible space, flood the market, and become “unmissable.” But being omnipresent doesn’t mean being remarkable.
What brands are really after today isn’t just to be seen—but to be understood. Uniqueness, personality, and originality don’t cost more. It’s not a matter of budget, but of mindset. Some would even say courage. And the stronger the idea, the more naturally it spreads. Creativity is a powerful tool for large-scale diffusion—at a low cost.
“Comms is for big companies.”
Wrong. SMEs may have fewer resources, but they certainly don’t have less to say. A story to tell, a sincere commitment, a human vision. And precisely because they’re smaller, they have every reason to make their communication as sharp, unique, and distinctive as possible.
It’s hard to imagine a small business faking its values. Sincerity is an essential quality. But it’s not a strategy. It’s not a positioning. Being sincere isn’t enough. You also need to know how to say it, show it, prove it. You need to ensure your sincerity resonates, unites, and inspires.
“An agency takes too much time.”
Working with an agency does take time in the beginning, yes. You have to choose it, brief it, integrate it. But then? A good agency saves you a lot of time. Because it knows how to read between the lines. Because it knows how to capture the essence of your project, amplify it, and turn it into messages, campaigns, strategies. Because it thinks of things you hadn’t thought of.
As Rémi Babinet, founder of BETC, says so well:
“Sociology, psychology, technology, philosophy, consumption, sports, human relationships… there isn’t a single subject that escapes an ad agency.”
An agency isn’t just an extension of your marketing team. It’s an accelerator of thinking and visibility. A collective intelligence capable of juggling ideas, contexts, tools, and channels. Above all, it’s your advocate—a committed partner who defends your brand with as much energy as you do.
You can’t control everything. But you can control the message you send. Every brand carries within it a singular voice. You just have to give it the clarity and precision it needs to be heard. It’s not about making noise. It’s about making sense. About moving people, bringing them together, and convincing them. An agency is that demanding yet collaborative partner who helps turn every message into a chance to be noticed.
Shall we talk?