PARIS—Leading French independent Wellcom has unveiled a new methodology, the Origami System, which seeks to harmonize a company’s positioning and message with the way it conducts business. The firm is also reorganizing its reputation management and content creation activities with the appointment of Fabrice Frossard to head its NetInfluence & Content team.
According for agency founder and president Thierry Welhoff, the new methodology is a response to changes in the business and communications landscape. “A company’s image and the opinions it gives rise to are constantly rubbing shoulders online and can no longer be approached independently, a fact that applies both to private and public companies.
“A company’s image is affected directly by the opinions expressed about its products and services and, more generally, the way it conducts business. Conversely, opinions formulated about a company are coloured by its image.”
The Origami System provides a framework that brings together an organization’s mission, values and content, providing a basis for brand identity, ethics and culture, and guidelines for communications, across advertising, media relations and digital platforms.
Frossard, meanwhile, will head a NetInfluence & Content team of 10 people, focused on three core activities: monitoring, digital strategies and content strategies. He was previously deputy director of Editialis and editor-in-chief at UsineNouvelle.com.