In 2020, we had to display boldness and adaptability to meet the school’s major challenges: our re-certification, the celebration of our many anniversaries (including the school’s 120^th anniversary), the launch of our ECOS strategic plan or also the need to reassure our stakeholders amid a complicated health situation. Consequently, we accompanied all our divisions in deploying digital actions related to the school’s influence but also regarding recruitment. The entire 120^th anniversary scheme had to be reworked to comply with the constraints in force: 80% of the events were transformed into digital actions promoted on the social networks using the hashtag #Audencia120, as well as via the dedicated web site. The school’s graphic charter and all the material were readjusted to be consistent with our new ambitions. Reflection on making a printing service available to students as well as genuine visibility for their store was brought to fruition. A marketplace, for the school’s recruitment, is also in the process of being deployed. 2020 also witnessed the first joint ceremony at Audencia with all its programmes represented (in February 2020). It was a joyful high point that we will never forget. Our division received in-house acclaim for deployment of the social network “The Link” (via the collaborative innovation prize with the Human Resources Department) as well as external recognition for Audencia’s 120^th anniversary programme (with the Strategy Prize from BrandContent and the Communication Trophy) and is focused on promoting each wonderful project set up by the entire Audencia community, which is exactly what we have done this year!

All the actions conducted by our division, in recent years, are fully in line with the 5 vectors set out by the #Audencia2020 strategic plan. The development and deployment of our press relations but also our communication, in China and in our target countries, aimed at our prospects and international students, made it possible to contribute to vector No. 1: “From internationalisation to globalisation”. The use of many innovative formats with our media partners or the launch of our brand video “Never Stop Daring” participated in vector No. 2: “Open innovation encouraging the development of pioneering projects”. Furthermore, the Audencia-Centrale-ENSA Alliance has remained at the heart of all the schemes and events put in place by the school that contribute to vector No. 3: “A differentiation strategy strongly linked to the Centrale-Audencia-ENSA Alliance”. Over the last few years, the school has also strongly developed its partnerships and remodelled its offer of programmes, study paths and specialisations. Our role as communicators has been to promote these new aspects, by means of internal and external actions as well as print and digital media within the scope of vector No. 4: “A renewed programme portfolio designed to efficiently support the transformation and digitisation of businesses”. Lastly, organising the communication and institutional relations division as a cross-functional in-house agency provides a certain amount of flexibility and swiftness of action to support the school’s activities. It also contributes to the recognition of our place within the CGE and as influencers on the social networks: One brand for one world! This strategy is adapted to the last vector: “A business model and management system suited to ambitious growth”.