One year after its integration into the Dékuple Group, Le Nouveau Bélier is reporting promising initial results. With enhanced synergies, strategic deployment of artificial intelligence and support for retail advertisers, the agency is affirming its position: combining marketing performance with lasting emotional impact. In this joint interview, Stéphane Duverger-Nedellec and Antoine Jubert look back at the major developments, share a concrete example of success with Darty Cuisine, and reveal their vision of the challenges facing the retail sector in the years to come.
One year after joining the Dékuple Group, how would you assess this collaboration?
Stéphane Duverger-Nedellec : This first year has been very rewarding and confirms our strategic choice. We have been able to develop new synergies with other companies in the DÉKUPLE Group to offer our clients an even more personalised approach. DÉKUPLE’s expertise in data marketing has really been an asset in strengthening our impact and increasing the performance of the systems we implement for our retail advertisers. Artificial intelligence is central to our strategy. We are committed to training all our employees to stay at the forefront of innovation and fully embrace the new opportunities offered by AI, thereby ensuring that we provide increasingly effective support tailored to our customers’ needs. At the same time, we are actively pursuing our role as a strategic advisor to advertisers, helping them develop increasingly effective strategies, not only in terms of advertising performance, but also in a more global business context, enabling them to optimise their growth and impact on their market.
Dékuple’s expertise in data marketing has really been an asset in strengthening our impact and improving the performance of the solutions we implement for our retail advertisers.
Can you give us a concrete example of a project that illustrates this development?
Antoine Jubert : A striking example is the TV saga for the Darty Cuisine brand. Thanks to a powerful communication strategy and effective orchestration across different channels, we achieved exceptional results: in one year, the brand rose from sixth to third place in the market in terms of spontaneous brand awareness among French consumers. This is a remarkable achievement in a sector where competition and advertising noise are extremely high. But what is most striking is the emotional engagement it has generated: French consumers are not just aware of the brand, they are attached to it. They were touched by the message and remembered it, creating a lasting connection with the brand.
AI is becoming increasingly important in your approach. How do you use it in practice to benefit your advertisers?
Stéphane Duverger-Nedellec : We use AI to improve several key aspects of our advertising campaigns. It allows us to analyse market trends in depth, anticipate consumer expectations and optimise our advertising creations in real time. AI enables us to refine our targeting, evaluate the effectiveness of our actions in real time and adjust our creative strategy. As a result, every interaction with our audience becomes not only more relevant, but also more emotionally impactful. The real challenge is to make a deep and memorable impression on consumers, and that’s what makes the difference in an environment saturated with information.
What are the major challenges facing retail in the coming years and how is Le Nouveau Bélier preparing for them?
Antoine Jubert : Retail is facing enormous challenges: ever-increasing digitalisation, greater demands for transparency and environmental responsibility, and the need to create increasingly immersive customer experiences. But beyond these issues, the real challenge for brands will be to not just capture their audience’s attention, but to touch them deeply. It’s about delivering messages that aren’t just seen or heard, but that stir emotions and leave a lasting impression on consumers. At Nouveau Bélier, we focus on optimising omnichannel journeys, integrating AI to refine personalisation, and always using creativity to stand out. We are convinced that this is how we build strong, lasting brands that are capable of making a lasting impression and responding to the vision of a more responsible and sustainable business.
We are convinced that it is by optimising omnichannel experiences, integrating AI and focusing on creativity that we can build strong and sustainable brands.