Six months before electronic invoicing becomes mandatory on September 1, 2026, the National Council of the Order of Chartered Accountants (CNOEC), in collaboration with Insign agency, is launching a second wave of national communication aimed at entrepreneurs & leaders of small and medium-sized businesses. Having initially raised awareness, the current focus is on being practical: helping companies prepare without rushing or making risky decisions.
The level of readiness among companies is currently uneven. According to the latest OpinionWay survey conducted for the Order of Chartered Accountants, 22% of them admit to being unaware of the reform, while many still underestimate its practical implications.
In this context, chartered accountants, who are already working closely with a significant portion of SMEs, aim to intensify their information efforts for the general benefit of the entire economic fabric.
The chartered accountant, a guide in a complex ecosystem
At the heart of this communication: the role of the chartered accountant. In an environment marked by a proliferation of software vendors and financial actors, the CNOEC claims its position as a trustworthy advisor capable of supporting each company based on its activity, sector, and maturity level.
"Electronic invoicing is a transformative reform for French businesses. Our responsibility is to help them see clearly, 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, pedagogy as a tool for engagement
To embody this commitment to clarity and education, the CNOEC collaborates with Jamy Gourmaud, a well-known figure in popularization. Through a series of social media content, he helps make the challenges of electronic invoicing accessible and assists leaders in better understanding its mechanisms and real-world impacts.
DOWNLOAD THE CAMPAIGN'S VISUALS AND VIDEOS HERE.
A campaign that goes against easy promises
For this second wave, the CNOEC and Insign have made a deliberate strategic choice: to counter the dominant narratives around electronic invoicing. While many actors emphasize speed, simplicity, or tool performance, the campaign takes another stance: acknowledging the complexity of the issue without dramatizing it, and guiding leaders in their decisions.
Designed by Insign, the strategy is based on three strong positions:
a bold tone that deconstructs overly reassuring promises;
a distinctive approach focused on unbiased and ethical human advice rather than solution selling; a targeted effort to hammer home a few clear messages to ensure memorability.
"When everyone talks about speed and simplicity, we've chosen clarity—not to scare, but to prepare. It's this critical distance that gives the campaign strength," Lionel Cuny, President of Insign.
A national, multichannel, highly visible initiative
Running from January 26 to March 8, 2026, the campaign features a large-scale multichannel setup: economic and general press, radio and podcasts geared toward entrepreneurs, OOH and DOOH advertising, social media, and targeted TV, specifically related to the show Who Wants to Be My Partner? on M6+.
The campaign's films and visuals were produced using artificial intelligence, serving educational, accessible, and easy-to-adapt formats.
With this second wave, the CNOEC embraces a message that prioritizes understanding over promises, and guidance over oversimplification at any cost. Alongside Insign, the Order demonstrates its ability to transform a technical and regulatory topic into a clear, useful, and decision-oriented message, serving leaders and the sustainable performance of businesses.
