Cooperation between brands and their agencies is a strong expectation of communication professionals. This growing interaction involves a in-depth reflection on our communicator practices, as on the right state of mind to adopt to reconcile commitment, efficiency and brand image.
The Fédération des SCOPs en communication and We Are COM are joining forces to reveal how SCOPs, cooperative companies whose employees are the majority partners, are part of this trend. Return to the “MadeInSCOP #15” round table which brought together key players in the world of COM’ SCOPs.
To begin, what is a SCOP?
Nathalie James, General Delegate of the Federation of communication SCOPs : A SCOP (Cooperative and Participatory Company) is a specific legal form of company, which can adopt the status of SA, SARL or SAS. What characterizes it above all is that the employees are the majority partners. They hold at least 51% of the share capital and 65% of the voting rights. In a SCOP, the democratic principle is central: each associated employee has one vote, regardless of their status, their seniority or their share of the capital. Transparency is a pillar of its operation, with a free flow of information concerning the life of the company. Important decisions are made collectively, reflecting the will of the majority. Employee involvement is reinforced by a fair profit distribution system. In fact, a minimum of 40% of profits is redistributed to employees. This structure promotes increased responsibility and motivation of employees in the life and success of their company.
There are also the SCIC (Cooperative society of collective interest) which, for their part, bring together natural or legal persons around a common project combining economic efficiency, local development and social utility. They are SA, SARL or SAS, private or of public interest.
Are there SCOPs in all communication professions?
Nathalie James : Today, there are more than 300 communications SCOPs and SCICs. They are present in all areas, from events to printing, including audiovisual, web and graphic design. It is precisely to promote this diversity that at the Federation of Communication SCOPs we organize the Trophies Made In SCOP.
Does being a SCOP change anything in agency/client collaboration?
Bertrand Lecoq, Associate Manager of the SCOP agency Appaaloosa : As a communications agency, we are judged above all on our ability to be creative, responsive and produce personalized content. A customer comes to us for our know-how, that’s obvious. However, we do not hide our SCOP status. We communicate our values of sharing power and wealth, which resonates with our customers, particularly those who are committed to a CSR approach. They appreciate this consonance of values.
Being a SCOP is not a determining factor in our commercial success, if we are not efficient in what we do. However, this becomes a real advantage in our collaborative relationship with our clients. At Appaloosa, we cultivate transparency and value the autonomy and responsibility of everyone. This is felt in our interactions and I am convinced that it is an asset that benefits everyone, both our team and our customers.
Jean-Marie Priol, Manager of the SCOP Boa Light Studio : For a client, our status as a subcontractor in charge of lighting may seem anecdotal. But internally, the reality is quite different.
Since we have become a SCOP, I have observed a notable increase in professional conscience and responsibility in my team. This may seem abstract, but it is concrete in our daily lives. Each member has become more autonomous, more involved, and this inevitably has an impact on the quality of our projects and our relationship with clients and partners.
Although we are a small team of less than ten people, our management is based on autonomy and mutual trust. Our working approach is organic, almost magmatic. Everyone brings their stone to the building, contributing to this creative fusion which results in a unique final product. In Boa, ideas are never binary; they are nuanced, polished by debate and constant questioning – at the heart of the SCOP model itself.
What are the advantages for an advertiser of working with communication SCOPs?
Cédric Bucaille, Artistic Director of the agency (SCOP) And why not : Where large agencies often offer one or two avenues with no alternative, our SCOP model favors a more horizontal and participatory approach. We create working groups with our clients, promoting co-construction and extensive customization of the project.
Before joining the agency, I worked in a small agency where I was often alone juggling briefs and requests, which was mentally exhausting. From now on, this mission is distributed across the entire team and the client, which facilitates the creative process and understanding the client's requests.
Bertrand Lecoq : The key word for us is “co-entrepreneurship”. Being a co-entrepreneur positively influences the performance of our agency, and this undeniably benefits the client. The principle of a SCOP is “one man equals one vote”: this spirit is felt in each stage of the creative and production process, whatever the media developed for our clients. This is an added value that is perceptible both within our agency and by our clients.
Cécile Manière, Co-founder of the SCOP LICA : Indeed, the major advantage for an advertiser of working with us is our co-construction approach. We are not just responding to a fixed demand; we actively involve our clients in the creative process. This certainly requires more time to start up, but guarantees a final product perfectly aligned with their expectations and needs.
Does a SCOP meet by default the CSR criteria requested by Purchasing during a call for tenders?
Nathalie James : By nature, members of SCOPs are generally very sensitive to their practices and interactions with stakeholders. Naturally, they tick all the boxes when it comes to governance, but it is important to examine their actions on social, societal and environmental aspects – like any other structure.
Can we have a SCOP competition?
Nathalie James : Of course ! As such, a SCOP is a company like any other. Advertisers can even send their specifications to the Federation and we distribute it to all members capable of responding to their problem.
Can I promote a label if I work with a SCOP agency or brand?
Emmanuelle Cheilan, Communications Manager of SCOP ETHIQUABLE ETHIABLE : “SCOP” is not a label. What we are proposing is an approach, a philosophy. In my opinion, for a company wishing to demonstrate that it acts differently, it is important to show that the choice to work with a SCOP communication agency or specific suppliers is not an isolated act, but is part of a more broad to act responsibly and thoughtfully. Opting for products and services from SCOP or similar structures is a significant step, but it does not translate into a label strictly speaking. Rather, it is a coherent choice and a desire to adopt a more ethical and sustainable mode of consumption and collaboration.
We know that agencies compete to recruit talent! Is being a SCOP an argument today for attracting new collaborators?
Cécile Manière : The SCOP format, when fully exploited, offers this opportunity to act concretely in the world through our work. It is a response to a personal quest for meaning and action. This is why, yes, being a SCOP is undeniably an argument that weighs heavily in attracting new employees.
Advertisers often complain about turnover in their partner agencies. In a SCOP, are employees more loyal?
Cedric Bucaille : With 10 years of seniority within the agency, I can testify that this longevity is indicative of an environment where it is good to work. There is a shared desire to preserve what we have created together. The SCOP is more than a company for us, it is a valuable work tool of which we are all co-owners and which no one wants to lose. This attachment, this belonging, undoubtedly contributes to greater stability of the team.
Jean-Marie Priol : The low turnover is also explained by the fact that as a member of a SCOP, each person can express themselves freely, raise disagreements and propose ideas to improve things. If the proposals are judicious and clever, this normally encourages everyone to get involved and develop together. This is what being in a SCOP means: being able to directly influence your work environment and actively participate in its development.
Finally, what is the role of the Federation of Communication SCOPs?
Nathalie James : The Federation brings together all cooperative and participatory societies in all areas of communication, i.e. more than 300 companies.
It represents the interests of SCOPs, offering advice and support for their development. The Federation also facilitates networking, encouraging exchanges and collaborations between SCOPs. Its main objective is to promote the advantages of the cooperative model, highlighting its positive impact on innovation, social responsibility and economic performance in the field of communication.
Companies and advertisers looking for an agency can contact us to put them in touch and send their specifications to the communication SCOPs. We have also put a directory online, where they can search by keywords and geolocation: https://www.made-in-SCOP.coop/annuaire
Watch the MadeInSCOP x We Are COM meeting in replay
Thanks to :
- Nathalie Jammes, General Delegate of the Federation of Communication SCOPs
- Jean-Marie Priol, Manager of the SCOP Boa Light Studio
- Cécile Manière, Co-founder of the SCOP LICA (Artificial and Collective Intelligence Laboratory)
- Bertrand Lecoq, Associate Manager of the SCOP agency Appaaloosa
- Cédric Bucaille, Artistic Director of SCOP l’agence And why not
- Emmanuelle Cheilan, Communications Manager of the SCOP ETHIABLE
