Communication is all around us. It features prominently in political discourse, adverts and social media, amongst other things. However, despite its ubiquity, the mechanisms behind it often remain obscure, or even poorly understood by the general public. What if we changed that?
This is the bold ambition of *Tout est com’*, a monthly 30-minute digital programme designed to analyse, demystify and celebrate the world of communication in all its forms.
Why is this programme coming at just the right time?
Communication is one of the invisible cornerstones of our society. Without it, there would be no dialogue, no trade, no economy and no democracy. And yet it is often misunderstood, or even disparaged.
Today, the boundaries between marketing, politics and influence are becoming increasingly blurred. That is why there was an urgent need to provide a forum for discussion that is both serious and accessible. Indeed, this blending of genres calls for a fresh and multifaceted perspective.
‘Tout est com’ meets this need perfectly: it helps us understand the communication strategies that shape the news and influence our behaviour, without unnecessary jargon, featuring credible experts and a range of perspectives.
A decryption format designed for everyone
Produced by L’Express Studio (the brand content studio of L’Express) in partnership with Sup de Pub and with the support ofthe ARPP (Autorité de Régulation Professionnelle de la Publicité) and Creapills, the programme is aimed at two very distinct audiences:
- Communications professionals, who will find in-depth analyses and discussions with their peers.
- The general public, keen to understand what goes on ‘behind the scenes’ of the campaigns, narratives and mechanisms that shape our times.
As the leading programme analysing communication, *Tout est com’* explores, every month, the mechanisms that shape communication in our time, with one promise: you’ll never look at communication in the same way again!
Communication experts take centre stage in the programme
Laurent ALLIAS and Marie-Virginie KLEIN will be hosting the event
Each episode is hosted by two experienced presenters:
- Laurent ALLIAS, founder of Josiane agency (voted Independent Agency of the Year 2025) and of The Nonconformist Network.
- Marie-Virginie KLEIN, founder of the consultancy firm Iconic, which specialises in communication strategies for senior executives.
They lead the discussions with the various guests from the worlds of business, institutions and communications, who contribute their experience and insights.
Regular columns: “Gen Z’s Perspective” and “ARPP Responsibility”
Alongside these, a number of regular features enrich each episode:
- The “Gen Z’s Perspective” column, written by a student at Sup de Pub in partnership with Creapills, aims to offer the younger generations’ perspective on brands and cultural trends.
- The ‘Ethics & Regulation’ column, published every two months by Stéphane MARTIN, Chief Executive of the ARPP and a Sup de Pub alumnus, which analyses issues of accountability in communication practices.
Podcasts in detail
Episodes of *Tout est com’*
Visit L’Express to watch the in-depth analysis programme
that will change the way you look at communications.
When brands get involved in politics… and vice versa
To mark its launch,Tout est com’has chosen a topic that is as topical as it is symbolic, against the backdrop of the local elections: “When brands get involved in politics, and when politicians become brands.”
How have the conventions of marketing, influence and storytelling permeated public life? How does a candidate build themselves as a brand? How does a brand take a stance on political issues? These are key questions, explored with two leading guests:
- Elise HERMANT, Head of Communications at BNP Paribas
- Franck LOUVRIER, French communications specialist and politician
A practical discussion, illustrated with real-life examples, which shows just how inextricably linked communication and politics have become.
Gen Z’s Perspective by Sup de Pub:
Beyond the conventions, what we want is substance!
In her speech, Jade analyses Generation Z’s demanding relationship with brands and politics. For this generation, social media is not a tool, but a natural environment. Consequently, they expect brands to take strong, socially conscious stances (much like Bad Bunny at the Super Bowl) rather than simply making a fuss. At the same time, whilst politicians have clearly understood that they need to adopt the language of brands (TikTok formats, artistic direction, catchphrases) to capture their attention, Gen Z is not fooled. Indeed, packaging alone is not enough. Without concrete evidence, substance or a real impact on their future, the message is immediately dismissed as superficial. The ultimate challenge – and the hardest to overcome – boils down to a single word: trust.
Jade DEBRUILLE
Public communications: who speaks on behalf of the organisation?
SNCF, RATP, Air France, France Télévisions… Do the leaders of major public institutions have a duty to set an example in their communications? Above all, how should they address the French public against a backdrop of economic and political uncertainty?
In this second instalment of*Tout est com’*, Laurent Allias and Marie-Virginie Klein turn their attention to the rhetoric of public sector leaders. And to unpack this complex topic, the programme welcomes two guests with complementary perspectives:
- Jean-Pierre FARANDOU, Minister for Labour and Social Solidarity and former Chief Executive of the SNCF
- Vincent DE LA VAISSIERE, founder of the consultancy VCOMV and an expert on executive influence
Gen Z’s Perspective by Sup de Pub:
If you keep quiet just to please everyone,
you end up no longer believing in it yourself.
In this latest statement, Noa highlights the paradox faced by major institutions (such as Air France or Areva) in times of crisis. Whilst they go to great lengths to appeal to Generation Z on social media through ‘trends’ and offbeat formats, these same companies opt for silence or an icy, institutional tone as soon as an economic or social crisis erupts. For Gen Z, this avoidance strategy – designed to protect the brand’s image – creates a veritable “glass ceiling”. By refusing to address the real issues that affect young people’s daily lives, brands lack courage, lose their goodwill and ultimately destroy trust. Yet this generation’s expectation is simple: to ensure that these large companies live in the same world as they do.
Noa LAQUERRIERE
Agencies & Advertisers: the end of a long-standing partnership or the dawn of a new era?
On the agenda for this third episode: French-style creativity, the real impact of AI on careers in communications, and the question that has the whole sector buzzing: will agencies survive the technological revolution?
Two guests are here to discuss this:
- Mercedes ERRA, founder of BETC and chair of the association for initiatives within the communications sector
- Thomas BOUTTE, Brand Director at AXA France and Chairman of the Advertisers’ Club
Their answer is unequivocal. Not only are agencies surviving, but their role has never been more vital. For in a world where AI ‘standardises’ everything, uniqueness becomes the ultimate weapon for brands. And that is precisely where agencies come into their own.
Gen Z’s Perspective by Sup de Pub:
AI does not stifle critical thinking; on the contrary, it requires us to be even more well-informed so that we are not manipulated.
In her column, Victoria dispels a persistent cliché: no, young people are not terrified at the thought of being replaced by machines. For them, AI is actually a fantastic tool for learning and democratisation, making strategic careers accessible to those without formal education or a professional network.
Far from the alarmist rhetoric, Mercedes and Thomas offer a incisive response to reassure young talent: AI will never replace human complexity, provided that the new generations have substance. The role of young people (and agencies) will be precisely to avoid this standardised way of thinking.
Victoria JOSIEN
