Reactive is being reinvented: our interview in Strategies

Founded in 2002 by Sylvain Caillette and Vincent Stilinovic, the corporate content agency Reactive Production is diversifying its activity. Initially an expert in video content, she turned to social media and the manifesto by removing the word “production” from her naming.

“Revitalizing corporate content”, this is the new signature of the now called Reactive (until now Reactive Production), an independent agency member of the corporate and production delegations of the AACC, founded more than twenty years ago by Sylvain Caillette and Vincent Stilinovic. Located in Montrouge, this agency specializing in corporate content employs 14 employees [a fifteenth recruitment is in progress]. In 2022, it achieved 2.1 million euros in turnover and reached a profitability milestone with 1.4 million euros in gross margin.

Reactive's clients are mostly institutional clients, including two loyal ones: the Social Action Fund for Temporary Work (FASTT) and the General Directorate of Armaments (DGA) with which the agency has collaborated for more than ten years. Among its recent budget gains, which have joined Krys Group, Philips Healthcare and the National Agency for Vacation Checks (ANCV) in its client portfolio, we can cite Enedis, the National Center for Space Studies (Cnes), the network of real estate consultants Safti and Tarkett Sports, a manufacturer of flooring.

Initially identified for its video productions, Reactive is reviewing its positioning with a new offer that is more open to social media content. “This is a request from our customers. In recent years, we have been asked more and more to write posts, to work on editorial planning and even to manage accounts on social networks. We find it intellectually stimulating to think more globally, with more advice. This is what made us want to go further in this direction.” explains Vincent Stilinovic. A logical evolution for the two partners.

In addition to its expertise in video and live content (technical coordination, graphic identity, capture and distribution), Reactive presents new services in publishing (newsletter, podcast, etc.), animation and management of social networks. ” Our model is based on the integration of production resources to better control the entire chain and all formats. The idea is to serve the client's strategy by quickly producing content.” comments Sylvain Caillette.

Labelled “Active Agency” since the summer [AACC CSR label with Afnor], Reactive formulated its raison d'être in 2021 in these terms: “To highlight the collective adventures of companies and institutions, to create meaning, federate and engage all their stakeholders in order to create positive energies, and enable the implementation of ambitious projects.” A formula that it applies to itself since its two managers hope to double their workforce. and their gross margin within five years.

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