“What’s your
take?”
We believe the traditional “agency-client” model is broken. Brands are trapped in a cycle — feeling they have no choice but to spend more each year, across more touchpoints, just to stay in the game. Agencies, in turn, do their best to keep up, always delivering more.
More, more, more. But the truth is, brands don’t need to spend more—they need to spend smarter.
The key? Focusing on what truly defines them. Their core, their essence—the reason they exist in the first place. And making that pertinent today. Or, as we call it, culturally relevant.
Cultural relevance demands boldness.
It means playing beyond the limits.
It stands on two pillars: innovation that creates value and communication that makes an impact. It breaks barriers and opens new fields products, services, programs, experiences, content, campaigns.
It creates opportunities for fresh revenue streams.
Cultural relevance is the secret to a brand’s immortality.
That’s what we do. At the crossroads of consulting and creativity.
We’re a kick ass collective of 50 punk scouts.
We’re curious and passionate about what we do. We’re driven by the new, breaking barriers and walking fast. “Never been done before” is our favorite track.
We have a lot of talent and yet very little ego problems. We deliver, listen to everyone and do our utmost to turn our projects into collective adventures.
Sure we love trophies. But sorry to insist: we mostly love to build brands that last.
Meet the agency
partners
From left to right:
- Frans McCabe — Co-Founder, Chairman
- Lilith Peper — Chief Strategy Officer
- Lucas Varone — Chief Innovation Officer
- Bérangère Schehl — Chief Operating Officer
- Margot Helfter — Chief Creative Officer
- Antoine David — Co-Founder, CEO
We team up
with visionaries.
People who want to go the extra mile for their brand: CEOs, CMOs, CTOs, HR… and their talented teams.
Some call us for content and campaigns. Most call us when they have a gut feeling, an intuition that it’s time to look ahead and take action. It works best when we recognize each other’s expertise and fully commit to a "one team" approach.
Here is our usual winning workflow:
- Conversations 💬
- Tea / Beers🍻
- Collaboration 🤝 framed by our comprehensive innovation methodology
- Success ✨.
Customers
use both sides of their brain.
So do we.
Cultural innovation creates value and speaks to the left brain.
Research + Data + Insights Purpose + Brand Identity Social Economy Bonding Portfolio Strategy Service / Product Design Consumer Experience Channel Planning
Bold communication sparks conversations
and speaks
to the right brain
Advertising Social Media + Brand Content Brand Experience + activation Collab + Influence + PR Branding + Design + Pack Retail Architecture Tech + Digital B2B + Corporate
We have a dedicated unit for brands that live and breathe sports.
Sport is more than competition, it’s a creator of collective emotions, a stage for the biggest gatherings, a force for inclusion and diversity, and a catalyst for environmental change. It holds exceptional power.
That’s why we have a dedicated sports consulting team.
Our mission :
To help athletic organizations and brands, through sport, elevate their iconic status, grow their fan base, and communicate in innovative, responsible ways.
We bring you
a truly global perspective.
We’re proud co-owners of WPI, the world’s largest network of independent, creatively driven agencies.
With offices in Montreal, LA, Shanghai, Copenhagen, London, and 80 other cities worldwide, we offer our clients a powerful blend of local insights and global resources.
Unlike traditional holding companies, our network operates in reverse, it’s owned and led by local agencies, meaning we shape the global picture on our own terms. This independence allows us to create highly personalized, culturally relevant brand experiences that respect the nuances of each market.
We bring you the best of both worlds: the agility of a local agency with the reach of a global powerhouse.
We’re independent,
and that means everything.
Transparent & Flexible Compensation
Independence gives us the freedom to structure compensation on your terms. We don’t believe in rigid rate cards. Instead, we offer flat-rate packages, success-based incentives, or even joint ventures, whatever best serves the project and our partnership.
Unbiased Recommendations
Our loyalty is to you, the client—not external stakeholders. Every recommendation we make is driven by one goal: your brand’s success.
Purpose-Driven Profits
We control where our profits go—and we invest with intention. For every €100 in profit :
€50 goes back into our agency and community, funding pro bono work, team development, workspace improvements, and passion projects.
€25 covers taxes.
€25 is shared with our employees, because their growth is our success.
Small brands we ❤️,
finance or help
We’re here
to be part of the solution.
We help our clients recognize our shared responsibility in building a more reasonable, fair, and sustainable future.
Doing better is as complex as it is exciting, but above all, it’s necessary. Being part of the solution means reshaping the way we think, plan, and act, from HR to strategy to execution.
And we don’t just advise, we live it. This virtuous cycle strengthens our teams, fuels our culture, and reinforces our sense of community.