Six months before electronic invoicing comes into effect, on September 1, 2026, the National Council of the Order of Chartered Accountants (CNOEC), together with the Insign agency, is launching a second wave of national communication aimed at entrepreneurs & SME leaders. After initial awareness-raising efforts, the focus is now operational: to help businesses prepare practically, without rushing or making risky decisions.

The level of preparation among companies remains uneven today. According to the latest OpinionWay barometer conducted for the Order of Chartered Accountants, 22% of them report not knowing about the reform, while many still underestimate its concrete implications.

In this context, chartered accountants, already working alongside a large number of SMEs, plan to intensify their information efforts in a public interest approach across the entire economic landscape.

The Chartered Accountant: A Point of Reference in a Confused Ecosystem

At the heart of this messaging is the role of the chartered accountant. In an environment characterized by a proliferation of software vendors and financial players, the CNOEC claims the place of a trusted partner, capable of supporting each business based on its activity, sector, and level of maturity.

“Electronic invoicing is a structural reform for French companies. Our responsibility is to help them gain clarity, avoid premature decisions, and rely on their chartered accountant to make choices suited to their situation,” Damien Charrier, President of the National Council of the Order of Chartered Accountants.

Jamy Gourmaud: Using Education as a Lever for Engagement

To embody this commitment to clarity and education, the CNOEC relies on a partnership with Jamy Gourmaud, a recognized figure in making complex information accessible. Through a series of content shared on social networks, he helps make the issues of electronic invoicing understandable and aids leaders in better grasping its mechanisms and concrete impacts.

A Campaign Against Easy Promises

For this second wave, the CNOEC and Insign have made a strategic choice: to go against the dominant discourse around electronic invoicing. While many players highlight the speed, simplicity, or performance of the tools, the campaign takes another stance: recognizing the complexity of the subject without dramatizing it, and guiding leaders in their decisions.

Designed by Insign, the strategy is based on three strong stances:

• a bold tone, which deconstructs overly reassuring promises;

• a distinctive focus, centered on human, objective, and selfless advice rather than selling solutions;

• concentrated resources, to hammer home a few clear messages and promote memorability.
  
  
  

“When everyone is talking about speed and simplicity, we have chosen lucidity. Not to scare, but to prepare. It’s this critical distance that gives the campaign its strength,” Lionel Cuny, President of Insign.

A National, Multichannel, and Highly-Visible Approach

Rolled out from January 26 to March 8, 2026, the campaign benefits from a wide-reaching multichannel system: economic and general press, radio and podcasts for entrepreneurs, outdoor and digital display, social networks, and segmented TV, particularly around the show 'Who Wants to Be My Partner?' on M6+.

The films and visuals for the campaign were produced using artificial intelligence, serving educational, accessible, and easily adaptable formats.

With this second wave, the CNOEC assumes a contrary approach, based on understanding rather than promises, and on support rather than simplification at all costs. Alongside Insign, the Order demonstrates its ability to turn a technical and regulatory subject into a comprehensible, useful, and decision-oriented dialogue, serving leaders and contributing to the sustainable performance of businesses.