Strategy & Branding: Nicolas Barbet’s Experience in Corporate Communication

The Keys to Success in Corporate Communication According to Nicolas Barbet, Brand Project Manager at AXA and EFAP Alumni (Class of 2023)

Corporate communication (also known as institutional communication), far more than a simple message distribution tool, is a powerful lever for building a strong brand, strengthening internal relationships, and reaching a wide audience. Whether through managing branding projects, developing strategic campaigns, or organizing impactful events, professionals in this field play a key role in shaping a company’s image.

We had the pleasure of speaking with Nicolas Barbet, an EFAP alumnus and now Brand Project Manager at AXA, who shares his career journey since his studies at EFAP. In addition to his role at AXA, he also teaches EFAP students on topics related to corporate communication. In this interview, he looks back on the key skills he has developed, the importance of empathy in communication, and how a well-thought-out strategy can turn a project into real success. Between managing international projects and leading major campaigns, his testimony offers valuable insight for those looking to start or grow a career in corporate communication.

Hello Nicolas, can you tell us about your career path from graduation to your current position?

My journey since EFAP has been shaped by several professional experiences in varied environments. I started with a final-year internship at TotalEnergies, within the One-to-B-One Solutions marketing division. I then held the position of Head of Internal Communication and Events at Natixis Investment Managers. Today, I have been working for over a year and a half as a Brand Project Manager at AXA.

Which skills acquired at EFAP are most useful to you today?

Before returning to my studies at EFAP, I already had more than seven years of professional experience in communication. My goal in joining the school was therefore to strengthen my hands-on experience with a solid theoretical foundation. EFAP allowed me to effectively combine theory and practice, particularly thanks to lecturers who are active professionals.

Today, in my role at AXA, I use on a daily basis skills acquired at EFAP such as project management, structuring communication plans, branding, and strategic thinking. This approach allows me to work with greater perspective and confidence.

Is there a project you are particularly proud of?

Yes, without hesitation: the 40th anniversary of the AXA brand. I had the opportunity to lead the entire historical dimension of this event, which resulted in numerous activations throughout the year, targeting very diverse audiences.

It was a project of international scope, as AXA is present in more than 50 countries. We therefore had to adapt messages, content, and formats to very different cultures and audiences. This project allowed me to mobilize all of my skills, both strategic and operational.

Which course do you currently teach and what are its objectives?

I teach the Corporate Communication course in the 4th year. This module focuses on corporate strategy, the challenges associated with it, and the tools needed to build coherent, structured communication aligned with a brand platform. The objective is to provide students with a global and strategic vision of corporate communication, while confronting them with real-world issues.

Do you have an anecdote or a memorable project carried out with your students?

Each semester, one of the projects closest to my heart involves guiding students through the creation of a complete corporate communication strategy, from A to Z. They work on a specific theme and must build a brand platform, a strategy, and then operational recommendations.

This project allows them to face real-life constraints: trade-offs, limitations, and strategic consistency. Every year, I observe a great deal of creativity and often very relevant ideas—sometimes even surprising—but always aligned with the challenges addressed.

In your opinion, what is the essential skill in corporate communication today?

In my view, the key skill (and I often repeat this to my students) is empathy.

Understanding your audience is essential to delivering the right message, with the right tone, through the right channels. It is a transversal skill, essential to all forms of communication, and one I strongly encourage students to develop.

How do you see corporate communication evolving in the coming years?

Corporate communication is naturally evolving alongside society. We are already witnessing a profound transformation: brands must now be authentic, transparent, and sincere.

Organizations no longer only need to communicate about what they do, but about who they are and the values they genuinely stand for. As public expectations evolve, corporate communication will need to continue adapting in order to remain credible, relevant, and aligned with society.

❓ FAQ – Focus on Corporate Communication