In 2024, Agence Dékuple recorded strong growth, driven by an integrated approach combining brand and performance, and strategic use of AI to better understand, activate and retain customers. Claude Charpin, its Managing Director, looks back at the levers that have strengthened the agency’s marketing effectiveness and unveils its priorities for 2025: industrialisation of services, acceleration of omnichannel retail and international expansion to support its clients’ growth.
What is your assessment of 2024?
2024 was a pivotal year for us, marked by a significant strengthening of our fundamentals and an acceleration of our growth, which reached 26% compared to the previous year. We focused our efforts on three key strategic areas: first, strengthening customer knowledge through artificial intelligence, which enabled us to develop more accurate personas and further personalise our marketing activities. Second, we continued to innovate our loyalty offerings, integrating creative, data-driven solutions to engage customers over the long term. Finally, we consolidated our integrated brand-performance approach, affirming our model where the brand enriches performance and vice versa. In addition, we successfully implemented major AI-driven innovations in our processes, particularly in the development of new segmentation and targeting approaches. These advances reinforce our conviction that marketing performance is inseparable from a strong and consistent brand strategy.
What is the outlook for 2025?
We have several key challenges and opportunities that will guide our strategy for 2025. The first challenge is to further strengthen synergies between our various agencies to maximise the effectiveness of our integrated approaches. This dynamic has already demonstrated its potential, particularly in sectors with long sales cycles such as insurance and real estate, where the combination of digital skills and brand strategies significantly accelerates the customer journey.
Another major challenge will be the ‘platformisation’ of our services through even greater integration of AI, with the aim of improving the overall performance of our campaigns. We also intend to continue developing our presence in the retail market by integrating various communication channels for a truly omnichannel approach.
Finally, the international aspect will take on an even more strategic dimension. We are looking to leverage our network, which now extends internationally, by targeting customers in Europe and Asia. This global expansion is essential to support our customers where they are growing, providing them with in-depth data knowledge and the ability to deploy marketing strategies tailored to diverse cultural and economic contexts.