What if brands had a key role to play in society? ✅ One thing is certain, for the insurance giant, Allianz France, commitment is not an option, it is a stance. How to communicate effectively in the age of disinformation? How to restore credibility to brand messaging in an age of distrust?
🚀 🚀 Meeting with Constance Wiblé, Director of Brand and Communication atAllianz France.
His conviction? Brand communication is no longer simply a tool for image, but a lever for civic engagement. 🤓 Because today, Communicating also means choosing to commit.Let's explore the vision, beliefs and positions of Allianz France.
Hello Constance, to begin with, how would you define corporate communication in 2025?
That's a big question… I would say that communication is a discipline that is both bold and responsible. Bold, because communicating in a saturated world, to an increasingly distrustful audience, is a real challenge. Responsible, because in a world extremely turbulent with information, communicators must restore credibility to businesses and institutions, deliver quality messages, and rebuild trust.
Indeed, responsible communication goes far beyond environmental issues in 2025. It is a citizen-led approach to combat a growing and worrying phenomenon: disinformation.
The campaign against cyberbullying
Why did you choose to get involved in the issue of cyberbullying?
We didn't choose the issue of cyberbullying; it was forced upon us! As an insurer, we are called upon to address serious matters at critical times. However, under these circumstances, what becomes of the close relationship with our clients? It is in a desire to get closer to our customers that we have chosen to address topics that sometimes go beyond the scope of insurance.
There is a real need for support around digital issues, both legally and psychologically. Our numerous sports partnerships provide many opportunities to raise awareness of the infamous attacks by trolls that affect the world of sports. Indeed, the more public a celebrity is, the more they become a victim of cyberbullying. For athletes, behind every victory lies... "the other side of the coin", as recalled by our campaign of the same name conducted in 2024, on the occasion of the Paris 2024 Olympic and Paralympic Games, of which Allianz was a partner.
More recently, the suicide of a young girl who was cyberbullied and the release of the series Adolescence have revived this desire to speak out on the subject. By becoming digital, harassment now hides behind new and very dangerous practices. I am thinking in particular of algospeak, this coded language of young people, capable of outsmarting algorithms and censorship.
We did not choose the issue of cyberbullying, it was imposed upon us!
Can you tell us about your campaign?
Exactly, this campaign denounces thealgospeak. It was with Ogilvy Paris that we decided to create a poster campaign that requires two people to understand. It is only comprehensible to adults with the help of a teenager or a glossary (accessible via a QR code). This risk-taking, which gave us a few cold sweats, ultimately met with incredible success.
The idea? Not simply to denounce algospeak, but to truly raise awareness about this practice, which the vast majority of adults are convinced they have mastered. Did you know that while 75% of French people surveyed think they master this language, in reality only 1,3% were able to correctly decipher 6 concrete examples? The result of this study, which we conducted with Occurrence (IFOP group) to deepen our understanding of algospeak, is rather worrying…
Also, If, on our small scale, we have been able to push back even a little bit this horror that is cyberbullying, by re-establishing a dialogue between generations, that is already a great source of pride. And to go even further in this fight, we have signed a partnership with the association Génération Numérique, in order to train more than 2500 children in primary and secondary schools on these subjects.
How to find the right balance between emotion and responsibility, especially on such a sensitive subject?
The subject is not just sensitive, it is serious! We are talking about children in distress who may go so far as to take their own lives, it is chilling.
To find the right balance, one must constantly question and re-question oneself. The margin for error is small; one must avoid both propriety and indecency. I would say that the secret is collective intelligence; it is by constantly engaging in dialogue and challenging each other that we manage to communicate effectively.
The subject is not just sensitive, it is serious!
So, what other lessons do you draw from this campaign?
We were reassured about one thing: We're in the right place! Businesses must speak out on social issues, participate in major debates, and make progress. I am convinced that this is where we are expected to be.
Communication at Allianz France
How do you ensure consistency between your external communications and your internal communications?
The question doesn't even arise. Our public statements are always prepared in the same way, regardless of our audience. Personally, I do not believe in the separation between internal and external communication. These two disciplines are fundamentally porous.
Allianz France is an insurance brand perceived as institutional: how do you manage to inject a sense of closeness into your communications?
By being creative and thinking outside the box, we embrace our quirky side by injecting fun into our communications: puns, nursery rhymes… At the same time, we are committed to the local community through our sports partnerships and our sponsorship activities. "The largest museum in France"aiming to protect the sometimes forgotten works of our communities.
Recently, we took over the Place de la Concorde, in a nod to the torch relay of the Paris GamesWe wanted to relive, for a few moments, that Olympic pride and joy for Parisians by transforming the iconic photo of the BMX flying over the obelisk into a shot of a prodigious ski jump, heralding the next Winter Games. And here's the result.
Finally, corporate communication is undergoing a real transformation, especially with AI, how are you adapting?
Communication is constantly evolving. Change is an integral part of a communicator's daily life. Adapting is the very essence of our profession.
More specifically, regarding AI, we have tackled the subject head-on at Allianz France. I would say that our relationship with these new technologies is quite mature; we test, we practice, and we have already achieved our first 100% AI campaign.
3 things to know about Constance Wiblé
His mantra? « Seize your chance, hold on to your happiness, and embrace your risk. They'll get used to you. "A quote from René Char that accompanies Constance on a daily basis."
His favorite COM campaign? Constance particularly appreciates Buzzman's campaigns for IKEA. Her favorite? This incredibly human ad that almost brings her to tears.
His passions and commitments? When it comes to her passions, she answers without hesitation, "golf and hiking." As for her commitments, Constance uses her communication skills to support associations that help vulnerable people.
Images: Freepik
