Jonathan Maringue — Paris
STRATEGIC
& narrative
PLANNER SENIOR
Strategy, storytelling and creative assets
for brands and agencies.
for brands and agencies.
Est. 2006 — 18 years of craft
Recent pitch record — 6 wins / 7
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Giorgio Armani Dior Hermès Lancôme Jean Paul Gaultier Adidas Warner Bros. Decathlon L'Oréal Club Med Piper-Heidsieck Focal
01 — Vision
Narrative strategy is not simply another layer of communication. It is the architecture through which a brand earns its place in culture, enters into dialogue with its market, and gives its teams a clearer direction for what to build, launch and say next.
I call this “Narrative Leadership”
02 — Belief
In a world saturated with content, brands do not need to say more. They need a story strong enough to hold everything together.
A story that gives direction.
A story that builds desire.
A story that makes every touchpoint work harder.
A story that builds desire.
A story that makes every touchpoint work harder.
6/7
Recent pitch record
03 — My Job
I help brands turn strategy into a narrative system. And I help agencies find the angle that can win the next competition.
One clear strategic frame. One distinctive voice. One story strong enough to guide the work.
04 — Expertise
Two sides of the same expertise.
Narrative Leadership
For brands that need a clear strategic direction.
Brand platforms
Positioning
Strategic narrative
Messaging architecture
Campaign territories
Content ecosystems
Launch storytelling
Positioning
Strategic narrative
Messaging architecture
Campaign territories
Content ecosystems
Launch storytelling
Narrative Creation
For brands that need the story to become real.
Copywriting
Manifestos
Claims
Scripts
Social content
CRM
Digital assets
Manifestos
Claims
Scripts
Social content
CRM
Digital assets
05 — Method
The Narrative Operating System
A simple framework to move from strategic clarity to creative consistency.
01
Decode
Understand the brand, the market, the audience and the cultural tension.
02
Frame
Define the angle the brand can own.
03
Build
Create the narrative architecture: belief, promise, messages, proofs, tone.
04
Translate
Turn the story into campaigns, content, assets and experiences.
05
Orchestrate
Make every touchpoint reinforce the same direction.
06 — Markets
Market expertise.
Luxury Beauty & Fragrance
For brands where storytelling must build desire, precision and long-term equity.
Sport & Esport
For brands that need to connect performance, culture, community and emotion.
Beauty, Health & Wellness
For brands that need to make science, care and expertise more accessible and desirable.
Beverage & Hospitality
For brands that need to create rituals, experiences and cultural appetite.
Travel & Experience
For brands that need to make destinations, journeys and moments feel closer.
Hardware & Technology
For brands where product excellence needs a sharper emotional and cultural role.
Giorgio Armani · Dior · Hermès · Lancôme · Clarins · Jean Paul Gaultier · Decathlon · Adidas · Warner Bros. Games · FFF · Olympique Lyonnais · L’Oréal · Bioderma · NAOS · Galénic · Aroma-Zone · Piper-Heidsieck · Club Med · Focal · Pentax
07 — How I Can Help
Four ways to work together.
A
Brand Narrative Sprint
Clarify the story, the angle and the messaging system.
B
Launch Storytelling
Turn a product, service or collection into a full narrative territory.
C
Content & Social System
Create the editorial pillars, formats and assets that make the story live.
D
Creative Asset Production
Write, structure and design the assets needed for digital, social, CRM and presentation.
08 — A Word About Me
To narrate is to give meaning its most precise form.
To find the right angle, the exact word, the rhythm that elevates. To give a brand a voice that feels clear, consistent and unmistakably its own.
For more than 18 years, I have supported prestige houses and luxury beauty brands in shaping what truly makes a difference: a solid platform, a coherent narrative, and concepts designed to unfold with precision across every touchpoint.
I do not look for a “beautiful line”. I look for a narrative that builds lasting desirability. A story with depth, direction and imprint.
For more than 18 years, I have supported prestige houses and luxury beauty brands in shaping what truly makes a difference: a solid platform, a coherent narrative, and concepts designed to unfold with precision across every touchpoint.
I do not look for a “beautiful line”. I look for a narrative that builds lasting desirability. A story with depth, direction and imprint.
Copywriter
18 years of experience
Creative Director
12 years of experience
CEO Ghost Agency
9 years of experience — 1M GM / year