“Everyone has an opinion on the COM. The solution ? have beliefs"

Éric Lemaire was Communications Director of AXA France for 18 years (2003-2021). Did you know that AXA is the world's leading insurance brand according to the Interbrand ranking and in the Top 50 of the most innovative companies in the world? An assiduous Twitter user, Eric tells us about the path of a jewel made in Rouen, and shares his convictions as a communicator with the Team. Honestly, he rocks! Dear Eric, hello. Always the same question that we ask ourselves: what is corporate communication? Today, it seems strange to me to distinguish corporate communication from customer communication, or even internal communication… Corporate communication brings me back to the campaigns of the 80s, to top-down messages during large communication masses… For me , there is only one communication addressed to specific communities. And there is not one more important than the other. This communication must be effective, useful, targeted and therefore…