SOCIETY CHANGE: A ROCKET FOR RECOVERY

PPR agency, WPP Group, an expert in communications, society and innovation, is strengthening its strategic approach with ‘Society Change’ and acquiring new societal expertise.

« Society Change » is aimed at general management, marketing-communications, innovation and foresight departments that need to adapt, anticipate and generate new ideas, particularly in the post-Covid 19 recovery.

« Society Change is « a rocket » to drive new strategies. Society is changing rapidly and choosing new orbits, so it is inevitable that company management will need to immerse itself in societal transformations, adapt its vision and innovate » says Frédérique Lenglen, Managing Director of PPR.

The core of the reactor is designed by PPR using a hybrid, multidisciplinary model. It combines brand and communication expertise with experts in sociology, anthropology, specialists in emerging and extreme trends, chaos theories and ethno-fiction. PPR and Sense Agency, Future-oriented strategies consultancy, led by Jean-Michel Dardour, joined forces for the occasion.

To name but a few of the experts associated with « Society Change» Dominique Desjeux, anthropologist specialized in consumption, professor emeritus at the Sorbonne, Bruno Marion, expert in chaos theories, Christophe Bourseiller, author, historian, journalist, Benjamin Louvet, economist specialist in raw materials and energy, Fanny Paris, anthropologist, expert in the new consumer imagination and ethno-fiction.

The « Society Change » rocket has 3 stages, each independent offers.

“Observation” based on 4 observation scales for rapid, evolving analysis of changes to feed into and facilitate decision-making.

« Anticipation and foresights » to identify new challenges for society, approaches to solutions, margins for manoeuvre and sources of opportunities

« Communications » focused on current and emerging key change themes such as health, the environment, new consumption, inclusion.

First stage of the rocket: the 4 scales of Observation Society Change

PPR with Dominique Desjeux, anthropologist specialized in consumption, professor emeritus at the Sorbonne

Successful communication will be linked to the rapid and evolving analysis of changes on these 4 scales, which are all relevant to decision-making, whether for management committees, innovation, communication or marketing departments.

With Dominique Desjeux, anthropologist specialized in consumption, professor emeritus at the Sorbonne, PPR works on the role of the Scales of Observation focused on change.

The micro-social scale (changes of consumer habits and usages)

The meso-social scale (influential political spheres, associations, media, the pulse of change)

The macro-social scale (analysis of the large masses in motion of change)

The geopolitical social scale (what influences and changes the French market vs the world market)

Second stage of the rocket: foresights and anticipation Unit of « Society Change »

PPR with Sense agency, future-oriented strategies consultancy

PPR is offering companies the chance to tailor-make their own vision and anticipation unit to stimulate and feed into innovation, business and marketing communication decisions on a one-off or on a longer-term basis.

In practical terms, each unit will operate as a focused ecosystem, made up of members of the company, PPR consultants and external experts. The roadmap will consist of the identification of new social challenges, approaches to solutions, sources of opportunities and initiatives.
Each company can then decide to have their Society Change Unit live, for a given period of recovery or indeed let it run long-term.

Third stage of the rocket: « Change Society » Communications focused on prevailing current and emerging change topics

Brands and companies will be faced with major societal changes, which will require them to define and fulfill new missions. What are the strategies for adapting their communications?

PPR builds « Society Change » communication programmes on current predominant change topics and those on the horizon, such as health, the environment, new consumption, inclusion.

PPR also proposes to clients to get involved in communities that are driving change in society. « This enables companies to open up and develop new relationships with audiences likely to influence or grow their business. Our agency has developed this expertise in the area of gaming » as Frédérique Lenglen points out.

And, to illustrate changes in communication, PPR works in parallel with screenwriters, documentary producers to bring new societal communication formats

About the PPR agency: https://pprparis.fr/

PPR, a WPP Group agency, has forged a reputation as an agency at the forefront of communication, marketing and influence, in tune with economic, environmental and societal changes.
For companies, brands and organizations – traditional players with new conquests and new entrants – we highlight weak signals, structural movements, innovations and new uses.
We focus on the dynamics and energy of ideas, solutions, facts and evidence to support a positive and contributory business impact. We always support audacity and those who light up the world!

Contact PPRParis@sjl24ppaurence20wp