Communication must carry meaning, consistency and emotion

Member of the Club We Are COM, Anne-Sophie Sibout was Director of Communication for PwC for the France and Maghreb region (from 2019 to 2022), one of the world's giants in consulting, auditing and legal expertise. and tax, being part of the very closed circle of the Big Four. 🙌 How to value the specificities of such an actor and federate a community of varied interlocutors? How to reinvent the relationship externally and internally at a time when digital takes precedence over physical encounters? She answers questions from the We Are COM team, takes stock of past challenges and future challenges of PwC's communication. 🚀 Article published in March 2021. Slides in French 🤓 Hello Anne-Sophie! To begin with, what is your definition of B2B communication? Having exercised both in the B2B and B2C sectors, which it might be tempting to oppose in a caricatural way, I am convinced that they are above all…

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