Jean-Baptiste Quesnay and Sarah-Sandra Taibi have launched Trends Paris, a cutting-edge PR agency that combines data-driven strategies with influencer marketing and traditional PR methods. Focusing on brand visibility and targeted content campaigns, the agency leverages data to enhance creativity and audience engagement. With a significant footprint in influencer relations, Trends Paris is expanding globally, including a new office in Dubai, while continuously seeking innovative talent to keep pace with evolving market trends.
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Jean-Baptiste Quesnay, a creative and content expert, has joined forces with press relations guru Sarah-Sandra Taibi to launch Trends Paris, an innovative PR agency. “We merge the effectiveness of data with content creation and influencer marketing, all while maintaining traditional PR practices,” explains Quesnay, the co-director. “Since our inception, influencer relations have become integral to public relations. The industry is evolving, and we are at the forefront, delivering brand content campaigns—ranging from films to photo shoots—and media strategies that fuse creativity with targeted messaging based on brand objectives and audience insights.”
Trends Paris
The agency’s guiding principle? Prioritize brand visibility and product promotion to foster repetition that drives purchasing decisions and boosts client revenue. “We enhance all traditional marketing channels through our PR strategies,” asserts Jean-Baptiste Quesnay, whose impressive portfolio includes brands like Puma, Zalando, and the Suntory Group (Orangina, Oasis, Schweppes). Since 2016, Trends Agency has provided support to over 300 companies, managing 30 to 40 brands annually.
Harnessing Data for Creative Strategies
Leveraging data enables the agency to pinpoint the most suitable media outlets or influencers for each message. “This approach is all about building brand awareness. Through data analysis, we achieve precise targeting that helps us identify the optimal positioning for the brand,” emphasizes Quesnay. “Moreover, data fuels creativity by revealing trends that resonate with consumers today and in the future, guiding our strategic decisions.”
With a focus on data analysis, Trends Paris has introduced the concept of Smart PR. “Our expertise helps us identify topics that captivate readers and, subsequently, journalists. This enables brands to engage with current trends through their own editorial narratives,” Quesnay elaborates. Furthermore, post-campaign evaluations measure the effectiveness of their efforts.
Influencers Central to PR Strategy
While Trends Agency does not focus solely on influencer management, it collaborates with a diverse range of influencers. “Since 2016, we have engaged over 2000 paid influencers, injecting 6 million euros back into the ecosystem,” highlights Quesnay, noting that sometimes an influencer with just 10,000 followers can wield as much influence as one with millions. “Micro-influencers thrive in niche markets where audiences are highly engaged and interested. Conversely, the reach of a high-follower influencer may be diluted if they post excessively to their large audience.”
The agency values both micro and macro-influencers equally, assisting them in crafting targeted content, videos, and photo shoots. “This is where our expertise and analytical capabilities become essential for brands,” Quesnay asserts. Annually, they activate over 1000 influencers, whether through paid collaborations or invitations to events and product gifting. “The influencer and social media landscape evolves rapidly. Two years ago, platforms like X and Threads didn’t even exist! Recent features such as comment activation on Instagram stories reflect this fast pace. Our role is to stay attuned to these changes and enhance returns in terms of targeted audience engagement. We maintain a comprehensive reporting process to track campaign impact,” he adds.
The Significance of Media Plans
In addition to influencer collaborations, the agency expertly manages media plans tailored to client needs for press exposure. “This can be accomplished in two ways: through paid placements of sponsored articles in magazines or by crafting compelling storytelling that aligns with journalists’ needs to secure free media coverage,” explains Quesnay. The press officer develops brand stories that resonate with both B2C (lifestyle, fashion, beauty) and B2B (economy, finance) publications.
Expanding into the Middle East
With a presence in Paris, Japan since 2022, and Dubai as of January 2024, Trends Paris employs 30 staff members and operates on a global scale. “Our extensive international network provides us with unparalleled reach. Establishing ourselves in Dubai is aimed at tapping into the thriving Middle Eastern market,” comments Quesnay. “By drawing on our rich European heritage, particularly French culture, we offer a creative perspective that resonates locally.”
The rich history, architecture, and gastronomy of Europe complement the vision of these dynamic new countries and emerging cities. Continuously seeking talent, Trends Paris is on the lookout for curious, open-minded, and diplomatic Project Managers or Senior Project Managers. “My vision for an ideal agency is one that understands pop culture—everyday cultural elements like art, music, fashion, and current events—while being attuned to today’s trends to anticipate those of tomorrow,” concludes Jean-Baptiste Quesnay.