With the mandatory electronic invoicing coming into effect from September 2026 for all French businesses, the National Council of the Order of Chartered Accountants (CNOEC) speaks up to alert the leaders of small and medium-sized enterprises.
The stakes are high: more than just a format change, this transition represents a profound transformation in accounting and administrative management for businesses.
In a landscape where many private players, such as software providers, banks, and platforms, are aggressively communicating to capture this new market, the CNOEC has hired the agency Insign to design a national awareness campaign.
The goal: to advise leaders not to rush and to make their accountant their first point of reference in strategic decision-making.
A unique voice in a crowded field
In a market where messages compete with technical and commercial arguments, promising time savings, simplicity, and competitiveness, Insign has opted for a strong positioning: clarity, neutrality, proximity... and boldness. In a media landscape dominated by more heavily funded campaigns, they dared to use a contrary, more direct tone to make a different voice stand out and grab attention.
The central message of the campaign deliberately plays the contrarian card:
“Take your time... speak with an expert accountant”
It directly addresses leaders who may be eager to “check the regulation box,” reminding them that hasty decisions can turn out to be costly, poorly calibrated, or irreversible. The tone is meant to be reassuring yet firm, emphasizing what only a chartered accountant can offer: a customized analysis, an absence of commercial interest, a strong human dimension, and a deep understanding of the company’s operational and financial stakes.
A campaign designed for impact
Launched during the Order’s national congress, taking place from September 17 to 19, the campaign is structured around a focused and targeted plan, rolled out from mid-September to early November, comprising:
A multichannel media plan (displays, radio, online videos, social media)
A dedicated website: https://mafacture-monexpert.fr
An educational motion design, embodied visuals & clear messages for the congress announcement
A message that is right, bold, and custom-made
This project stands out for the immediate accuracy of the strategic and creative response to a technical and sensitive subject.
From the first exchanges, the CNOEC teams recognized in Insign's proposal “exactly what needed to be said,” a stance true to their institutional role, differentiating in an ecosystem saturated with commercial promises.
We recognized in Insign's proposal an approach perfectly resonating with our role and values. On a subject where commercial overdrive prevails, it was crucial for us to reaffirm the primary mission of the profession: to advise, support, and be objective in the interest of businesses.
Florence Morin, Communications Director, National Council of the Order of Chartered Accountants
What we've done here is transform a complex topic into a clear, responsible, and unique discourse. No technical arguments but a solid stance: that of a trusted partner. What makes us proud is that this campaign could have only existed for the CNOEC. It’s an audacious project in both content and form.
Juliette Millier d'Arcangues, Deputy Managing Director & Lionel Cuny, President at Insign
