Capital Insight: Antoine Roger, you founded SAND in 2013, a communications agency specializing in the finance sector. How did this idea come about?
Antoine Roger: After several years spent in different agencies, I felt the need to create a project that would be at the crossroads of two worlds: communications and finance. I had acquired a good understanding of the issues specific to the financial sector, and I noticed a lack of proposals really adapted to this environment. With Sophiedecided to take the plunge and found theSAND agency in 2013. Our aim was to build an agency capable of meeting the needs of asset management players, wealth management advisors and private banks, by providing them with tailor-made communication solutions.
Capital Insight: You began this adventure as a duo with Sophie. How did Jean-Baptiste Sicard join the team in 2022?
Antoine Roger: Yes, in the beginning it was a real family entrepreneurial adventure. Sophie and I were very complementary: she has a very structured and organizational approach, while I’m more focused on strategic and creative vision. The agency rapidly expanded, and it became necessary to bring in additional talent to keep growing. In 2022, we joined forces with Jean-Baptiste Sicardwho had the perfect profile and expertise to complete the management team. Jean-Baptiste has an impressive track record in finance and an in-depth knowledge of the asset management market, which was a real asset for us. His arrival has enabled us to further structure the agency and continue our growth.
Capital Insight: Today, SAND supports some sixty customers, which is quite a success story. What’s special about your approach?
Antoine Roger: One of our key strengths is our specialization. From the outset, we have chosen to focus exclusively on the financial sector. Our customers – asset management companies, wealth management advisors and private banks – have very specific needs. Finance is a complex sector, and communication in it requires real expertise to understand the issues, the products and the regulations. This is why we have chosen to surround ourselves with “five-legged sheep”, profiles that are experts not only in their fields (creative, strategy, digital), but also with a solid knowledge of the asset management business.
Capital Insight: How did you manage to attract these “five-legged sheep” to your team?
Antoine Roger: It was indeed a challenge, because it’s not easy to find communications experts with such a good grasp of the nuts and bolts of finance. We paid a great deal of attention to the corporate culture we wanted to build. From the outset, we wanted SAND to be a place where creativity is combined with rigor. The financial sector imposes very strict codes, but that doesn’t mean that creativity has to be sacrificed. We attracted talent who were both passionate about finance and capable of designing hard-hitting campaigns. This blend of technical expertise and creative daring is what makes us so strong.
Capital Insight: What are the major challenges facing financial communications agencies today?
Antoine Roger: One of the major challenges is undoubtedly digital transformation. The financial sector is evolving at a breathtaking pace, with the adoption of new technological tools, social networks and the digitization of financial services. Asset management companies and advisors must not only reinvent themselves in their approach to customers, but also in their communications. That’s where we come in. We help them build a solid digital strategy, adapting their messages to digital channels, while respecting compliance and regulatory constraints.
It’s also a question of education. The general public is not always familiar with complex financial products. We help our customers to simplify their message, make it accessible and create a relationship of trust with their potential customers.
Capital Insight: Speaking of digitalization, what are your customers’ main expectations in terms of communications today?
Antoine Roger: Our customers expect global, agile solutions that can adapt to a constantly changing environment. They are increasingly concerned about their brand image, and seek to establish a relationship of trust with their investors or customers. This requires increasingly transparent and authentic communication.
The digital aspect is obviously central. Today’s communication campaigns have to be designed for a multi-media audience: websites, social networks, newsletters, but also virtual events. They expect us to develop omnichannel strategies, capable of engaging potential customers through different points of contact.
Finally, the other major expectation isinnovation. Financial players are now ready to think outside the box. They want original campaigns that stand out from the crowd, while respecting the specific constraints of their sector.
Capital Insight: What are your plans and ambitions for the SAND agency in the coming years?
Antoine Roger: Our priority is to continue innovating and supporting our customers in this era of digital transformation. We aim to deepen our digital expertise, notably through marketing automation and content management solutions. We also aim to develop our international activities. Some of our customers are already active in foreign markets, and we’d like to follow them in this dynamic. Our aim is to continue recruiting cutting-edge profiles and to enrich our team with talents who share our vision and passion for finance and communication.
Capital Insight: Any final words?
Antoine Roger: What has driven us from the outset is to contribute to the transformation of the finance sector by providing creative, effective communication solutions tailored to the specific needs of our customers. The SAND adventure is above all a human one, driven by a team who firmly believe that communication is a powerful lever for making finance more accessible and transparent. We’re proud of what we’ve achieved so far, and look forward to continuing to support our customers in the challenges ahead.
