{"id":241772,"date":"2023-11-07T14:57:18","date_gmt":"2023-11-07T13:57:18","guid":{"rendered":"https:\/\/rtrsports.com\/a-quoi-vous-avez-besoin-dune-agence-et-comment-vous-changez-facilement\/"},"modified":"2026-10-10T10:51:02","modified_gmt":"2026-10-10T08:51:02","slug":"a-quoi-vous-avez-besoin-dune-agence-et-comment-vous-changez-facilement","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/what-you-serve-anagency-and-how-you-shift-easy\/","title":{"rendered":"Qu&#8217;est-ce qu&#8217;une agence, \u00e0 quoi sert-elle et comment \u00e9volue-t-elle ? Expliqu\u00e9 simplement"},"content":{"rendered":"<p>Qu&#8217;est-ce qu&#8217;une agence ? C&#8217;est un mot que nous employons souvent, parfois dans la pr\u00e9cipitation, parfois avec l\u00e9g\u00e8ret\u00e9, et dont nous perdons de temps en temps le sens. Pourtant, ceux qui travaillent dans le <strong>marketing<\/strong>, dans la <strong>communication<\/strong> et ailleurs ont affaire \u00e0 des agences en permanence.<\/p>\n<p>Selon le dictionnaire italien <strong>Treccani<\/strong>, les deux premi\u00e8res acceptions du mot \u00ab agence \u00bb sont les suivantes. D&#8217;abord, une agence est une <strong>entreprise qui a pour objet l&#8217;exercice de fonctions d&#8217;interm\u00e9diaire pour la prise en charge et le traitement d&#8217;affaires de toute nature<\/strong>. Ensuite, une agence est une <strong>entreprise qui offre \u00e0 des tiers un service d\u00e9termin\u00e9<\/strong>. En somme, une agence est une entreprise qui remplit des fonctions tr\u00e8s sp\u00e9cifiques, d&#8217;interm\u00e9diation mais pas seulement, pour le compte d&#8217;autres entreprises qui ne disposent pas de cette capacit\u00e9 en interne.<\/p>\n<p>Ces quelques lignes du dictionnaire contiennent, \u00e9tonnamment, non seulement la d\u00e9finition de l&#8217;agence, mais aussi son histoire et son r\u00f4le dans l&#8217;\u00e9conomie moderne. Un r\u00f4le qui change en profondeur, en passant d&#8217;interm\u00e9diaire \u00e0 \u00ab problem solver \u00bb, puis \u00e0 conseil.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144183\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/business-people-are-brainstorming.jpg\" alt=\"Mains d&#x27;une \u00e9quipe sur une table couverte de graphiques, de nuanciers et de post-it\" width=\"600\" height=\"400\" \/><\/p>\n<h2>Pourquoi faire appel \u00e0 une agence ?<\/h2>\n<p>La question n&#8217;est malicieuse qu&#8217;en apparence. Pourquoi devrais-je m&#8217;adresser \u00e0 d&#8217;autres pour remplir des fonctions ou des t\u00e2ches qui servent \u00e0 am\u00e9liorer mon travail ou mon entreprise ? En r\u00e9sum\u00e9, les raisons sont au nombre de quatre :<\/p>\n<ul>\n<li><strong>Comp\u00e9tence<\/strong><\/li>\n<li><strong>Objectivit\u00e9<\/strong><\/li>\n<li><strong>Efficacit\u00e9 en temps et en co\u00fbts<\/strong><\/li>\n<li><strong>Soutien et \u00e9volutivit\u00e9<\/strong><\/li>\n<\/ul>\n<p>D&#8217;abord, la <strong>comp\u00e9tence<\/strong>. L&#8217;agence sp\u00e9cialis\u00e9e sait faire quelque chose que mon \u00e9quipe et moi ne savons pas faire. Si le besoin est sp\u00e9cifique, imm\u00e9diat et circonscrit, l&#8217;agence r\u00e8gle le probl\u00e8me en comblant le manque de comp\u00e9tences qui s&#8217;est cr\u00e9\u00e9. L&#8217;agence poss\u00e8de l&#8217;exp\u00e9rience, les connaissances et les ressources pour apporter ce qui manquait.<\/p>\n<p>Ensuite, l&#8217;<strong>objectivit\u00e9<\/strong>. Ind\u00e9pendantes et autonomes, les agences ne sont pas li\u00e9es \u00e0 des logiques internes, ne sont pas influenc\u00e9es par l&#8217;environnement et peuvent s&#8217;offrir le grand luxe d&#8217;\u00eatre honn\u00eates et transparentes. C&#8217;est un avantage surtout dans les processus de d\u00e9cision, o\u00f9 les choix doivent \u00eatre guid\u00e9s par les donn\u00e9es et la connaissance plut\u00f4t que par l&#8217;instinct ou l&#8217;habitude.<\/p>\n<p>Troisi\u00e8me point : toute agence, quelle qu&#8217;elle soit, devrait nous permettre, \u00e0 mon \u00e9quipe et \u00e0 moi, de <strong>gagner du temps, de l&#8217;\u00e9nergie et donc de l&#8217;argent<\/strong>. L&#8217;agence raccourcit la courbe d&#8217;apprentissage et reste en dehors de la complexit\u00e9 de la vie de l&#8217;entreprise pour se concentrer uniquement sur la mission qui lui a \u00e9t\u00e9 confi\u00e9e.<\/p>\n<p>Enfin, le <strong>soutien<\/strong> et l&#8217;<strong>\u00e9volutivit\u00e9<\/strong>. Tous les projets ne se ressemblent pas, et tous les moments de la vie d&#8217;une entreprise non plus. Les agences ont l&#8217;avantage de fournir soutien et main-d&#8217;\u0153uvre dans les p\u00e9riodes de forte charge ou de besoin, et de fonctionner en accord\u00e9on, en augmentant ou en r\u00e9duisant leur apport tr\u00e8s rapidement.<\/p>\n<h2>Comment l&#8217;agence \u00e9volue<\/h2>\n<p>Avec l&#8217;\u00e9volution de la soci\u00e9t\u00e9, des affaires et de la communication, l&#8217;agence a elle aussi d\u00fb s&#8217;adapter et changer pour rester moderne. <strong>Comme nous le disions au d\u00e9but, l&#8217;agence est pass\u00e9e d&#8217;interm\u00e9diaire \u00e0 \u00ab problem solver \u00bb, puis de \u00ab problem solver \u00bb \u00e0 conseil.<\/strong><\/p>\n<p>Le r\u00f4le typique de l&#8217;interm\u00e9diaire pur est celui de la vieille agence immobili\u00e8re. Quelqu&#8217;un veut vendre sa maison, un autre veut l&#8217;acheter, l&#8217;agence les met en relation et pr\u00e9l\u00e8ve un pourcentage sur la transaction. C&#8217;est un r\u00f4le important, sans aucun doute, mais qui risque de dispara\u00eetre d\u00e8s lors que de nouveaux outils suppriment le besoin d&#8217;interm\u00e9diaire et r\u00e9duisent la distance entre les parties. \u00c0 quoi sert une agence de voyages si je peux comparer moi-m\u00eame le prix de centaines de vols presque instantan\u00e9ment ?<\/p>\n<p>L&#8217;\u00e9tape naturelle suivante est celle du \u00ab problem solver \u00bb, c&#8217;est-\u00e0-dire la prise en charge du besoin du client et sa satisfaction sous tous ses aspects. L&#8217;agence de communication \u00e0 son \u00e2ge d&#8217;or, dans les ann\u00e9es 1980, en est un bon exemple. Les entreprises doivent entretenir des relations avec les m\u00e9dias, g\u00e9rer la publicit\u00e9, cr\u00e9er un imaginaire et se pr\u00e9senter aux clients : autant d&#8217;actions confi\u00e9es \u00e0 l&#8217;ext\u00e9rieur et prises en charge par ces \u00e9quipes si bien repr\u00e9sent\u00e9es dans tant de s\u00e9ries t\u00e9l\u00e9vis\u00e9es.<\/p>\n<p>Mais quand l&#8217;offre du march\u00e9 est immense, que les possibilit\u00e9s op\u00e9rationnelles sont presque infinies et les trajectoires possibles innombrables, la r\u00e9solution de probl\u00e8mes doit se transformer en conseil. Le r\u00f4le de l&#8217;agence passe d&#8217;un r\u00f4le purement op\u00e9rationnel \u00e0 un r\u00f4le fortement strat\u00e9gique. Forte d&#8217;une longue exp\u00e9rience, d&#8217;un r\u00e9seau \u00e9prouv\u00e9, d&#8217;une mise \u00e0 jour permanente et de solides relations au sein du secteur, l&#8217;agence moderne aide la marque \u00e0 d\u00e9cider et \u00e0 s&#8217;orienter, en d\u00e9l\u00e9guant ensuite, avec une pr\u00e9cision chirurgicale, l&#8217;op\u00e9rationnel \u00e0 des studios et \u00e0 des \u00ab agences boutiques \u00bb tr\u00e8s sp\u00e9cialis\u00e9s.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144192\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/colleagues-working-together-modern-office-using-devices-gadgets-during-creative-meeting-600x400.jpg\" alt=\"Coll\u00e8gues autour d&#x27;un bureau avec des graphiques, une tablette et des smartphones pendant une r\u00e9union\" width=\"600\" height=\"400\" \/><\/p>\n<h2>\u00catre une agence aujourd&#8217;hui<\/h2>\n<p>Pour toutes ces raisons, <strong>\u00eatre une agence aujourd&#8217;hui n&#8217;est pas facile<\/strong>, m\u00eame si cela reste un m\u00e9tier passionnant, amusant et en constante \u00e9volution, en plus d&#8217;\u00eatre profond\u00e9ment utile et parfois d\u00e9cisif.<\/p>\n<p>Aujourd&#8217;hui, l&#8217;agence doit \u00eatre comp\u00e9tente et attentive, mais aussi tr\u00e8s pr\u00e9sente et extraordinairement connect\u00e9e aux diff\u00e9rents acteurs du secteur dans lequel elle travaille. Modernit\u00e9, recherche permanente et curiosit\u00e9 sont aussi indispensables qu&#8217;un carnet d&#8217;adresses fourni, un ensemble de relations saines et solides et une tr\u00e8s haute sp\u00e9cialisation dans son domaine.<\/p>\n<p>Si l&#8217;agence peut s&#8217;offrir le luxe de l&#8217;<strong>objectivit\u00e9<\/strong> et de l&#8217;<strong>ind\u00e9pendance<\/strong>, elle doit aussi accepter l&#8217;obligation d&#8217;une <strong>comp\u00e9tence<\/strong> extr\u00eame et la charge d&#8217;apporter la bonne r\u00e9ponse en toute circonstance.<\/p>\n<h2>L&#8217;agence de marketing sportif<\/h2>\n<p>L&#8217;<a href=\"https:\/\/rtrsports.com\/fr\/agences-sponsors\/\"><strong>agence de marketing sportif<\/strong><\/a> ne fait pas exception : au contraire, elle se situe aujourd&#8217;hui \u00e0 l&#8217;extr\u00eame pointe de la sp\u00e9cialisation et du conseil.<\/p>\n<p>Dans un univers que l&#8217;on croit \u00e0 tort facile, celui du sport, mais qui est en r\u00e9alit\u00e9 plein de pi\u00e8ges et de particularit\u00e9s, l&#8217;<strong>agence de marketing sportif<\/strong> doit combattre un double pr\u00e9jug\u00e9 : celui selon lequel ce travail peut se faire seul et sans comp\u00e9tences (puisque tout le monde conna\u00eet le sport) et celui d&#8217;une dimension de conseil encore pas toujours pleinement comprise et partag\u00e9e.<\/p>\n<p>Aujourd&#8217;hui, l&#8217;agence de marketing sportif doit \u00eatre extr\u00eamement sp\u00e9cialis\u00e9e, <strong>parce que le monde du sport est trop vaste et trop vari\u00e9 pour pr\u00e9tendre le conna\u00eetre enti\u00e8rement<\/strong>, mais elle doit aussi ma\u00eetriser le marketing, la communication et le management dans leur ensemble, pour g\u00e9rer l&#8217;activation et le reporting en plus du travail fondamental de n\u00e9gociation.<\/p>\n<p>Depuis plus de 30 ans, RTR Sports apporte son conseil en marketing sportif aux entreprises et aux marques qui veulent utiliser le sport m\u00e9canique comme outil de communication efficace pour leurs campagnes et leurs strat\u00e9gies. Nous travaillons dans le sport m\u00e9canique de premier plan, <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\"><strong>Formule 1<\/strong><\/a>, <a href=\"https:\/\/rtrsports.com\/fr\/parrainages-motogp\/\"><strong>MotoGP<\/strong><\/a>, <a href=\"https:\/\/rtrsports.com\/fr\/andretti-autosport-sponsoring-formule-e\/\"><strong>Formule E<\/strong><\/a>, WEC et Superbike, parce que ce sont des championnats que nous connaissons bien et o\u00f9 nous \u00e9voluons avec succ\u00e8s depuis de nombreuses ann\u00e9es.<\/p>\n<p>Pour toute question, pour en savoir plus et pour comprendre comment nous pouvons vous \u00eatre utiles, \u00e9crivez-nous \u00e0 <a href=\"mailto:info@rtrsports.com\">info@rtrsports.com<\/a> ou utilisez les contacts de ce site.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes sur les agences<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Qu&#039;est-ce qu&#039;une agence ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Une agence est une entreprise qui remplit des fonctions sp\u00e9cifiques pour le compte d&#8217;autres entreprises qui ne disposent pas de cette capacit\u00e9 en interne : elle peut servir d&#8217;interm\u00e9diaire dans une affaire ou proposer un service sp\u00e9cialis\u00e9, de la communication au conseil strat\u00e9gique.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00c0 quoi sert une agence ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Elle apporte quatre choses \u00e0 l&#8217;entreprise : des comp\u00e9tences qui lui manquent, un regard objectif et ind\u00e9pendant, une efficacit\u00e9 en temps et en co\u00fbts, et la possibilit\u00e9 d&#8217;augmenter ou de r\u00e9duire les ressources selon la charge de travail.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Comment le r\u00f4le de l&#039;agence a-t-il \u00e9volu\u00e9 ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>L&#8217;agence est pass\u00e9e d&#8217;interm\u00e9diaire pur, qui met deux parties en relation, \u00e0 \u00ab problem solver \u00bb, qui prend en charge un besoin du client, jusqu&#8217;\u00e0 conseil strat\u00e9gique, qui aide la marque \u00e0 d\u00e9cider et \u00e0 s&#8217;orienter sur un march\u00e9 aux options innombrables.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pourquoi faire appel \u00e0 une agence plut\u00f4t que de tout faire soi-m\u00eame ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Parce qu&#8217;une agence raccourcit la courbe d&#8217;apprentissage, apporte une exp\u00e9rience et des relations d\u00e9j\u00e0 construites et regarde les probl\u00e8mes sans contraintes internes. Pour une entreprise, cela signifie d\u00e9cider avec plus de donn\u00e9es et gaspiller moins de temps et de budget.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Que fait une agence de marketing sportif ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Elle aide les entreprises et les marques \u00e0 utiliser le sport comme outil de communication : elle identifie la bonne propri\u00e9t\u00e9 sportive, n\u00e9gocie les accords, con\u00e7oit les activations et mesure les r\u00e9sultats gr\u00e2ce \u00e0 un reporting d\u00e9di\u00e9.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Comment choisir une agence de marketing sportif ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Il faut regarder sa sp\u00e9cialisation dans le sport qui vous int\u00e9resse, son exp\u00e9rience d\u00e9montrable, son r\u00e9seau de relations dans le secteur et sa capacit\u00e9 \u00e0 suivre tout le parcours : de la n\u00e9gociation \u00e0 l&#8217;activation jusqu&#8217;\u00e0 la mesure des r\u00e9sultats.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Qu&#8217;est-ce qu&#8217;une agence ? C&#8217;est un mot que nous employons souvent, parfois dans la pr\u00e9cipitation, parfois avec l\u00e9g\u00e8ret\u00e9, et dont nous perdons de temps en temps le sens. Pourtant, ceux qui travaillent dans le marketing, dans la communication et ailleurs ont affaire \u00e0 des agences en permanence. Selon le dictionnaire italien Treccani, les deux premi\u00e8res [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":196221,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[],"class_list":["post-241772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Qu&#039;est-ce qu&#039;une agence et \u00e0 quoi sert-elle ?<\/title>\n<meta name=\"description\" content=\"Qu&#039;est-ce qu&#039;une agence selon le dictionnaire, \u00e0 quoi elle sert (comp\u00e9tence, objectivit\u00e9, efficacit\u00e9, \u00e9volutivit\u00e9) et comment elle est pass\u00e9e d&#039;interm\u00e9diaire \u00e0 conseil.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/fr\/blog\/what-you-serve-anagency-and-how-you-shift-easy\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu&#039;est-ce qu&#039;une agence, \u00e0 quoi sert-elle et comment \u00e9volue-t-elle ? 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