Agathe Bousquet brand trust

An interview with Agathe Bousquet, President of Publicis Groupe France, President of Leo and member of the Excom of Publicis Groupe

 Brands operate in an environment increasingly shaped by hard-to-detect misinformation, and narratives amplified by algorithms. What does this change for brands today?

It’s not just brands that are evolving in this environment. It’s now the case for all of us, across more and more aspects of our lives. In fact, it’s the theme of Delphine de Vigan’s latest novel, “Je suis Romane Monnier,” which I highly recommend to your readers.

In this context, I believe that—more than ever—brands must embody trusted reference points. This requires increased vigilance on all fronts: their narrative itself, but also their use of AI, the media environments in which they appear, and even the content creators they choose to partner with.

In this context, how do you see the agency–client relationship evolving? From the agency perspective, who really controls the narrative today: brands, platforms, media, or the public?

Brands themselves obviously remain the sole owners of their messaging. However, we strive to be the most valuable partner to the brands we support. Today, that means acting as a guarantor and protector of a brand’s integrity and credibility across all these new dimensions.

How should brands approach reputation campaigns and creativity at a time when messages can easily be taken out of context? Do engagement and thought leadership still have the same value?

Creativity is the most important thing for us: it’s our DNA, our raison d’être, and the reason advertisers choose us. We cannot afford to let these considerations overly constrain or stifle our creativity, otherwise our brands risk getting lost in the ocean of daily messages.

That said, it doesn’t mean we aren’t vigilant or aware of the context. But you can never please everyone. If you aim for total consensus, you become uninteresting. A brand must express a clear point of view, even if some may disagree, as long as it is understandable and grounded in solid arguments. The worst outcome, and our greatest enemy as communicators, is indifference.

Can you share an example of a campaign where the public reaction was very different from what you

expected? What did that experience teach you about controlling the narrative today?

I’m thinking of…

This interview was published in the Spring-Summer 2026 issue of CODI, EACD’s magazine shaped by experts in the field and dedicated entirely to communication professionals. In a world where everything moves fast, CODI creates a moment to step back and explore key issues in real depth. Twice a year, it gives communicators the perspective they need beyond the noise of the news cycle.

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