The Agency Mafia, founded
in 1968, builds brand Vision strategies, Image
and Communication campaigns.

Expert in strategic and creative planning, this singular and cultivated agency is well acknowledged in the world of luxury goods ans premium brands.

Directed by Naiché Caudron – Music by Royaume

— “What
is Mafia's
Difference?

“Thanks to its heritage and culture, MAFIA has simply invented a new expertise in line with current trends and the expectations of both brands and the advertising market.

Our strength is our perfect knowledge of the fashion and luxury goods sector. We have a detailed knowledge of this very singular environment. As a result, we analyse and guide the brands with accuracy and precision.”

— “How
has the world
changed?”

“In the last decade, communication has become of paramount importance. Brands strategies and tactics are in permanent evolution, luxury goods have become popular and popular has become snobbish. This has led to total confusion as luxury brands and mass premium brands use the same techniques to succeed.”

— “What is your strategy to find
the best solutions for your clients?”

“Our strategy lies first and foremost in creativity: we plan, analyze, synthesize all the signs of the world in a mood-tape (created 4 times/year): ranging from Art to Fashion, from Design to Perfumes... Reconciling the past with the future, the too-much with the not-enough, marketing and creation, in order to obtain criteria that will enable us to advise a brand, reposition it in line with current trends, from product to communication as well as the wider competition.”

“We are a force offering ongoing tailored propositions to achieve the success of all these brands that place their trust in us.”

— “Have clients’ needs changed?”

“Yes, many executives have realized that their brand needs to be constantly on the move. I call that “staying alive and creating desire”. This requires an outside viewpoint, a hindsight to analyze and decide which options are best in a context in perpetual evolution, and even revolution. For them, we are a force offering ongoing tailored propositions to achieve the success of all these brands that place their trust in us.”

— “What is your secret?”

“Our secret is to have a vision that will help brands progress: by constantly identifying what tomorrow’s trends will be, not having any set conventions or taboos, but clearly defined lines. Whether this is to reconcile fundamentals and trends or to make a complete turn, we create and re-examine the situation day after day. In this field, there is no exact science!”

Our Expertise

  • Communication consultancy
  •  
  • Brand strategy & identity
  • Brand content
  •  
  • Advertising
  • Art direction
  • — print
  • — film
  • — digital
  • — retail
  • — event

MAFIA has proposed a brand concept to ERES (Chanel Group): the Art of the Body, available from Swimwear to Lingerie.

The agency designs and produces advertising campaigns (Press and Poster) and Publishing (press kits, catalogues, mailings).

Since 1998, Mafia has been accompanying CHANEL with its global success strategy.

The brand FRED (groupe LVMH) chooses MAFIA to develop its advertising campaign (press and poster and communication tools.

Fred Fred Fred Fred

This campaign reveals Fred’s brand perception around the lights, the sensations and the glamour of the French Riviera, which enhance each of the Brand’s emblematic collections : Force 10, Pain de Sucre et Une Île d’Or.

Giving Giorgio Armani Skincare legitimacy (L’Oréal Luxe) with a real specific and seductive brand story, in response to the designer’s universe: Divine Beauty.

The agency designs and realises campaigns from the Crema Nera range and the communication tools (brochures, advertorials...)

The company Interparfums mandates the Mafia Agency to launch Lanvin’s perfumes: Eclat d’arpège, Rumeur, Jeanne Lanvin and Marry me!, and to relaunch First, which marked the jeweler Van Cleef & Arpels’s entry into the world of perfumes.

At the heart of the strategy to win back and upsell, Kookaï is going back to its origins: knitwear.

Kookai

MAFIA is developing a new brand platform, rethinking the graphical identity and is responsible for the brand’s advertising campaign in poster campaigns and the press.

Kookai Kookai Kookai Kookai Kookai

For Nina Ricci (PUIG), MAFIA implements the launch campaign for L’AIR, a perfume for women, worldwide: inspired by French New-Wave cinema, a scenario written like a trailer, and an avant-garde artist Ryan Mc Ginley who signs here his first advertising collaboration with a brand of perfumes.

The film features a pretty girl “ Jolie fille de l’air ”, fresh and bold, it is set in poetical Paris with a soundtrack signed Lou Reed.
Tv, cinema 30’ ,20’ and 60’, web and print.

MAFIA redefines the brand platform of the activities of Pyrenex for down-jackets and Bedding. The agency creates a new brand identity and a new graphic chart for Pyrenex.

Strategic and creative planning of the SNCF brand platform around the theme of mobility by the year 2020.

From the past to the present

  • Chanel
  • Courrèges
  • Jean-Paul Gaultier
  • Azzaro
  • Kookaï
  • Rodier
  • Eres
  • Chantal Thomass
  • Dim
  • Rosy
  • L'Oréal Luxe : Giorgio Armani / YSL
  • Puig – Nina Ricci
  • Interparfums : Van Cleef & Arpels / Lanvin
  • Clarins – Thierry Mugler
  • Diptyque
  • Rochas
  • Galeries Lafayette
  • Harrods
  • Monoprix
  • Printemps
  • 3 Suisses
  • Fred
  • Lalique
  • Carrera y Carrera
  • Vasari
  • Robert Clergerie
  • Roger Vivier
  • Tod's
  • Le Chameau
  • Adidas
  • Madame Figaro
  • Vogue
  • Marie Claire
  • Glamour
  • Coca-Cola
  • SNCF / Orient Express
  • Le Meurice
  • Lavinia
  • Citynove
  • Pyrenex
  • Unicef – Hermès
  • Festival d'Aix-en-Provence

Trading Corporate and Companies in Asia

  • Ibuki Leather (Japan)
  • Mitsui (Aoki, Sanyo) (Japan)
  • Elegant Prosper (China)
  • Nitto Boseki (Japan)
  • Pacific Corporation (Japan)
  • Toyoko Saito (Japan)
  • Mia Mia Maison de Maxmiya (China)

Hôtel de Retz
9 rue Charlot
75003 Paris
+33 (0)1 42 96 12 61

  • Marie Chauveau, President
  • Anita Caudron, Managing Director
  • Nathalie Martinetti, Artistic Director
  • Lisa Chauveau, Development Director

Please contact:
l.chauveau@agencemafia.fr