After five years of focused restructuring, French advertising agency Dagobert is reporting a significant turnaround, achieving an 80% success rate in pitches last year. This resurgence has attracted a roster of prominent clients including Emmaüs, Orange, Transdev, and Anivin de France, signaling a renewed strength in the competitive advertising landscape.
A Return to Core Strengths
The agency’s revival began in 2021 with a change in leadership, according to General Manager Emeric Moison. “The mandate was clear: to revive the strong brand that Dagobert was and its digital DNA,” Moison explained. “We worked extensively on the fundamentals but also renewed almost the entire team to allow the agency to gain agility and seniority, while preserving the creative thinking that made its reputation.”
Dagobert is positioning itself as a key partner for brands navigating a rapidly evolving market, particularly in the face of advancements in artificial intelligence. Moison outlined three core areas of expertise driving this strategy: the ability to develop high-level campaigns for both business-to-consumer (BtoC) and business-to-business (BtoB) markets, a revitalized digital division capable of handling structural projects, and a focus on brand content and activations.
High-Profile Projects Demonstrate Capabilities
Recent project wins underscore Dagobert’s capabilities. The agency was selected to lead a complete overhaul of the WWF France website and, in partnership with Adimeo, will manage the digital ecosystem for Société Générale over the next three years. These projects, which involve significant user experience (UX) and user interface (UI) work, demonstrate the agency’s ability to contribute from the initial stages of message conception, according to Moison.
Beyond website development, Dagobert’s expertise extends to broader brand activations. While not specifically targeting social media and influencer marketing – areas already heavily populated – the agency integrates social media considerations into its creative process. The “Deeptruth” campaign developed for Engie exemplifies this approach, being designed as a “social first” initiative.
Creativity Across All Touchpoints
Nicolas Thiboutot, Creative Director, who previously worked at Publicis Conseil, emphasized the agency’s commitment to creativity across all channels. “Creativity isn’t tied to the medium. We are agnostic on the subject, systematically proposing to clients the most appropriate lever or levers,” Thiboutot stated. He added that the agency often approaches website development as a campaign in itself, focusing on storytelling.
This commitment to creative solutions extends beyond traditional advertising platforms. Dagobert recently leveraged the running app Strava in a campaign with WWF France to raise awareness about the plight of wolves in France and their struggle to repopulate the country. This unconventional approach highlights the agency’s willingness to explore innovative channels to deliver its message.
A Hybrid Positioning for a Changing Market
Dagobert’s success appears to stem from a hybrid positioning that combines creative thinking with a strong digital foundation. The agency’s ability to deliver innovative solutions across a range of platforms, coupled with its focus on understanding and adapting to evolving market dynamics, has resonated with clients seeking a partner capable of navigating a complex landscape. The agency’s focus on delivering a narrative, even within seemingly technical projects like website design, suggests a strategic emphasis on brand storytelling as a key differentiator.
The agency’s turnaround comes at a time when the advertising industry is undergoing significant transformation, driven by technological advancements and shifting consumer behaviors. The ability to adapt and offer integrated solutions, as demonstrated by Dagobert, will likely be crucial for success in the years ahead. While the provided information doesn’t detail financial performance, the 80% pitch win rate suggests a strong trajectory for revenue growth and market share gains.
The resurgence of Dagobert also reflects a broader trend of companies prioritizing agility and a collaborative work environment. Moison’s description of the agency’s internal culture – fostering open communication and providing employees with the resources they need to succeed – aligns with best practices in modern management and innovation. This emphasis on employee empowerment may be a key factor in the agency’s ability to attract and retain top talent, further fueling its creative output.
