After extensive experience at the helm of the PUBLICIS Côte d'Ivoire agency, Delphine Lavaud decided to create ASENSIA in 2021, a brand development agency 2.0, Public Relations & Corporate Culture dedicated to Africa.
ASENSIA AFRICA is an agency based in Ivory Coast. How does it differ from other agencies?
Asensia Africa Group stands out thanks to its innovative fusion of communications expertise, human capital development, and public relations 2.0. At our agency, each strategy is tailor-made to meet the specific challenges of organizations operating in West Africa. We are a forward-thinking agency that is reinventing communication. With proven expertise, an approach tailored to the digital age, and a deep commitment to social responsibility, we provide companies with the tools to propel their brands to the forefront of the regional economy.
In the digital age, traditional advertising is no longer enough. That's why we propose reinventing public relations by leveraging social media and digital tools to connect companies and their audiences, building strong and lasting relationships and reputations. And this necessarily starts internally: a company's employees are considered the primary audience. Before any external communication, ASENSIA focuses on strengthening the employer brand. We also use our expertise to help companies engage in responsible practices. Finally, the last pillar of our agency is B2B events. With an influential network, international partnerships, and close ties with the media, we organize B2B events that stimulate business opportunities, strengthen networks, and connect key players in the sector.
In which countries are you established?
We have developed our public relations 2.0 activities in Côte d'Ivoire, while looking beyond the borders of our home country to the wider West African region.
What types of clients do you support in the field of public relations?
We work with a diverse range of clients, from multinationals to SMEs. Our goal is to help them build reputation strategies that prioritize internal excellence, thereby boosting their influence and external brand visibility.
Can you give us a definition of Public Relations 2.0?
Public Relations 2.0, according to our bold vision, is a true revolution in the way organizations interact with their audiences. It represents the art of sharing stories and visions, while giving deep meaning to the actions undertaken. Our approach to Public Relations 2.0 consists of providing our clients with excellent support in their pan-African communications, by making our media and business network available to them. In short, the Public Relations 2.0 that we embody is holistic and encompasses all facets of modern communication, offering an unparalleled opportunity to strengthen our clients' reputation throughout French-speaking Africa. We design and execute customized strategies that enhance our clients' reputation.
How are emerging technologies and the rise of digital influencing Public Relations 2.0?
Emerging technologies and digital are the driving forces behind our Public Relations 2.0 approach. They enable us to deploy advanced AI methods to strengthen the culture and human potential of organizations, while integrating CSR and sustainable development at the heart of our strategies.
What is your perception of the development of Public Relations 2.0 in Côte d'Ivoire and its impact on CSR and sustainable development?
In the Ivorian context, we are seeing growing interest in environmental and social issues, which creates exciting opportunities to promote CSR. Our role as consultants is to encourage business leaders to adopt a responsible attitude. This approach promotes a positive impact by encouraging sustainable and ethical business practices. In this context, PR is a powerful tool for communicating these commitments and values in an innovative and emotional way, thereby strengthening companies' reputations as ethical and responsible players.
How do social media fit into Public Relations 2.0 strategies?
Social media is the backbone of our strategies. It allows us to create an authentic connection with our clients' audiences. Social media is the canvas on which we paint strong and lasting reputations.
What are the challenges for professionals in terms of PR 2.0? Are they skeptical about these opportunities? Do you need to educate them on these topics?
The challenges for professionals lie in the transition to Public Relations 2.0, an approach that goes beyond simple communication to encompass all of a company's needs in terms of its relations with its audiences. This evolution also includes the integration of sustainable development into their overall strategy. It is natural that some professionals may initially be skeptical about these new opportunities. However, our role as an agency is to provide the necessary education to demonstrate the exceptional benefits that Public Relations 2.0 offers. We highlight the possibility of building committed and sustainable brands through communication that goes beyond traditional discourse. We show how this approach can be a powerful catalyst for strengthening companies' reputations, fostering engagement with their audiences, and contributing positively to society and the environment. In short, our mission is to support professionals in this transition to Public Relations 2.0 by showing them how it can be a vehicle for sustainable success, while integrating ethical and responsible values, including sustainable development, into their overall strategy.