We continue our series of profiling our agency partners from around the world, this time with Nazim Damardji, founder of Fabriq PR in France.
What led you to set up your own agency?
In October 2008, when I closed Contact RP—my first PR agency—to join Hotwire, I told myself I’d never launch another PR business. Yet, in March 2013, I found myself doing just that with Fabriq. The turning point? I kept hearing in-house communications leaders express frustration over how difficult it was to navigate the French market—known for its strong cultural identity, regulatory nuances, and complex media ecosystem. I saw an opportunity to bridge this gap and help global companies establish a meaningful presence in France. It felt like the right moment to embark on a new journey, this time with a clearer purpose: making international brands truly resonate with the French audience.
What inspires you day by day?
My creative inspiration comes from reading and listening to books, podcasts, and articles. Ideas trigger other ideas—it’s like a chain reaction in my mind. I’m constantly taking notes, scribbling thoughts in book margins, or saving key takeaways. I love the process of digesting insights and shaping them into something new, whether it’s refining strategies, brainstorming with my team, or writing.
What are the common misconceptions around doing comms in your market?
The biggest misconception is assuming that what works elsewhere will automatically work in France. Many companies try to replicate global campaigns without tailoring them to local culture, media habits, or regulations. Another mistake is expecting instant media coverage just by sending out a press release—relationships matter here more than anywhere else. Lastly, some brands believe an American spokesperson can be as effective as a French one in engaging with local journalists. But trust and credibility come from understanding cultural subtleties, not just speaking the language.
What’s the biggest change you’ve seen in PR since you founded your company?
Firstly, the rise of independent PR networks competing with global agencies. Companies now seek more agile, specialised partners rather than one-size-fits-all solutions. Secondly, the improvement in English proficiency among French PR professionals, which has opened doors to more fluid collaboration with international brands.
What would you say is your biggest learning from adapting to working during a global pandemic?
Remote work has been a game-changer, proving that businesses can function without physical offices. But while it brought flexibility and efficiency, it also exposed challenges—especially for companies that rely on culture, mentorship, and teamwork. Onboarding new employees, fostering team spirit, and maintaining mental well-being became harder. PR is a people-driven business, and human connection remains at the core of what we do. Hybrid models can work, but finding the right balance is key.
Which campaign are you most proud of having been involved in? What is the biggest impact you have had on a client?
Two campaigns stand out:
- A Kickstarter campaign for a company manufacturing cat litter boxes. We didn’t just raise awareness—we exceeded funding goals and built a passionate community around the brand.
- A PR push for an app helping Parisians find on-street parking. Through precise media targeting, we tracked in real-time which articles drove the most app downloads, proving the direct business impact of earned media.
After over 15 years in the industry, what is your #1 priority right now?
Keeping the business strong in uncertain times. Between geopolitical shifts and economic instability, this is one of the most challenging periods for the PR industry. Navigating it requires agility, financial discipline, and a commitment to long-term value creation.
Where is your company headed over the next 5/10/15 years?
We’re focused on continuously delivering value beyond traditional PR. Whether through data-driven industry insights, trend analysis, or our Fabriq Speaker Bureau—which connects journalists with expert voices—we’re committed to evolving with our clients’ needs.
Moreover, where is the entire PR industry headed?
The million-dollar question! AI has already transformed how we research, write, and strategise. It’s an incredible assistant for structuring thoughts and improving efficiency. But with AGI on the horizon, the real question is: where do humans fit in? PR is about relationships, trust, and emotional intelligence. Our industry will need to redefine its value proposition in an AI-driven world.
What are the three biggest things you’ve learned since founding your agency?
- Hiring is everything. The right people will make or break the business.
- Cash flow is king. Monitoring expenses, revenue, and cash flow together is crucial.
- There’s no “endgame.” You never reach a point where you can just sit back and relax—it’s a constant evolution.
Why is it important to be part of a global network?
Clients want the best of both worlds: specialised local expertise without the hassle of managing multiple agencies. Being in a global network allows them to work with top-tier partners in each market while maintaining consistency.
Name one profile that you follow on social media that really inspires you in your everyday work.
Seth Godin—his insights on marketing, storytelling, and human behavior are always spot-on.
Fabriq has worked extensively with Brands2Life Global partners, including on brands such as UiPath, Darktrace, Glassdoor, Lacework, Qlik and Logitech.
