A marketing organization rebuilt to carry Arte’s singularity.
Over 2024-2025, we supported Arte in moving from an outsourced model (two agencies) to a fully in-housed creative structure.
The stakes
Facing agility and cost pressure, Arte decided to shift its entire creative activity in-house. Three levers: a brand strategy track to define the new positioning and the codes that follow from it; a consulting track on organizational architecture, Brand/Social integration, brand guardianship and change management; a sourcing track to multiply the internal agency's production capacity.
Client challenges
- Internalise campaign creation
- Sharpen brand salience
- Merge Brand & Social Media
- Budget efficiency
- Support teams through the change
The build · three phases
01
Design
Imagine the in-house agency: scope, positioning, operating process, roadmap to launch.
Our role
3Deliverables
315
people to integrate
02
Build
Solidify the brand system and rebuild processes and tools so creative steering can happen internally.
Our role
7Deliverables
5Inside the build · the brand platform
Arte is the most respected audiovisual brand in France. Yet millions of people who like it do not watch it, not for lack of desire, but because they do not think of it at the moment they need it.
Founding tension
That tension is not a brand problem. It is a positioning opportunity: Arte does not have to reinvent itself, it has to come back to mind, at the right moment, for the right appetites.
Vision
In a landscape saturated with content designed to capture attention without deserving it, Arte wants to be the reference for everyone looking to be moved, to understand, to see the world differently, not a niche alternative for intellectuals, but the natural reflex.
Mission
Not to compete with volume platforms, but to be there for another kind of moment: when you want to step out of the feed. Inform, move, question, and in doing so, slightly change how people see.
The signature
Arte. Ça vous change.
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Three words, read two ways: Arte changes the way you see, and Arte is unlike everything else. The whole platform holds in that double reading, a promise of transformation, and a claim of singularity.
Four principles that guide every editorial and communication choice
01
High standards without arrogance
Assumed choices, never imposed: a sharp point of view without looking down on those who watch elsewhere.
02
Singularity as a compass
Trends are observed, sometimes anticipated, often contradicted. Difference is the only playing field worth having.
03
Europe as a lived identity
Neither French nor German: resolutely European, and claiming it against a world that is closing in.
04
Transformation as a promise
Every piece of content must leave a trace, an emotion, a question, a realisation. Not passing time: making it worth it.
1
unique and legitimate positioning
1
space for all guidelines
1
restructured advertising charter
03
Run
Support the first national campaigns through the freelance network.
Our role
2Deliverables
2Record
assisted brand awareness
Record
campaign recognition
70%
positive mentions, originality, modernity
What they now own
The assets
An in-house agency
Fifteen people, Brand and Social in one team, with a single budget and an internal strategic lead.
A brand OS
One online place where every guideline lives and is updated.
A new positioning
A brand that puts its singularity forward in a category where most players look alike.
A direct line to creative talent
Induction toolkit, briefs written internally, no agency in between.
Marketing is your most defensible asset.
