Julien Lefevre, BSB'00 : Founder of the Original Story agency and Chief Content Officer for Médiabrands

Entrepreneur at the head of Original Story and Chief Content Officer at Médiabrands, Julien Lefevre is passionate about media and communications. With his two hats on, he navigates between content design, strategic partnerships and audiovisual production. "This sector is a formidable alchemy of creativity and technique. What fascinates me is being able to control the entire value chain, from the initial idea to production and distribution," he emphasizes. 

In the age of volatile audiences, public attention is a scarce resource. "Today, we need to captivate in seconds and offer engaging experiences," he asserts. Ethical issues, such as sustainability and inclusivity, are also shaping consumer expectations. "Brands are no longer just about selling, they need to embody strong values."

For Julien, the future of media lies in hybridization: traditional channels coexist with digital platforms that redefine formats and interactions. "Brands are becoming true content producers, with more direct and emotional communication, in line with the values they embody," he observes.

Artificial intelligence is a lever for efficiency, but Julien insists on the primacy of the human. "AI is valuable for personalizing and analyzing, but only human intuition can create stories that touch deeply and call for reaction."

A lifelong media consumer, Julien Lefevre encourages the younger generation to enjoy media in all its diversity: television, digital, theater, radio, etc. The idea? To further develop their critical thinking skills. 

Finally, a communicator at heart, he concludes: "The heart of communication is people. So love others, enjoy yourself.   Because when you're doing something you love, you don't count. There's so much to imagine and build together.