Sweetpunk, Ekstend Group's creative agency, reinvents itself

Sweetpunk, Ekstend Group’s creative agency, is reinventing itself entirely around a renewed strategic vision:  the creative agency for outsider brands, aiming to give them the decisive advantage of AI.

Sweetpunk is opening a new strategic chapter. The agency now asserts its role: supporting brands that turn difference into a driver of growth. This repositioning marks a turning point—not only in Sweetpunk’s history, but also in the way we conceive tomorrow’s communication: human creativity, amplified and accelerated by AI.

The time for strategic choices in communication for 2025

Everything is speeding up as the economy slows down. Between technological shifts, changing behaviors, and the decline of traditional communication models, advertisers face a new equation: finding new profitability levers, both in their creation costs and the effectiveness of their marketing actions. The numbers speak for themselves: challenger brands that invest in differentiation achieve 30% faster growth over three years than those that choose imitation (Source: Havas Prosumer Report, 2024). In this new landscape, the brands that stand out are no longer the ones shouting the loudest, but those that think differently, disrupt with precision, and act with accuracy.

Who are the outsider brands?

Julie Brun, Deputy CEO, explains: “The companies and institutions we work with are diverse, but they all share a common desire: to think outside the box. They are the challengers, those who want/need to gain ground on the market leaders, or the leaders in their market segment. The established players undergoing change: established companies that need and want to reinvent themselves. The disruptors: startups and brands that are shaking things up with a different approach. But also committed brands with strong visions for society.”

Being an outsider is a stance—a mindset.

Why outsider brands? What are their challenges?

Outsider brands face clear issues: standing out in a saturated market, creating business impact while remaining true to their convictions, working with an agency that understands their identity, deploying a consistent creative strategy across all channels, and being supported with rigor, vision, and boldness. They expect an agency to be creative, strategic, reliable, and responsive. They want an agency that understands quickly, makes strong proposals, and delivers on its promises.

“We have developed a dedicated offer, the Outsider Diag, an unfiltered analysis that reveals why a brand isn’t taking off.”

— Julie Brun, Deputy Managing Director.

An offer redesigned for useful agility

Sweetpunk is strengthening its services around 3 core pillars:

– Cultural Avant-Garde: We scan cultural and subcultural trends and turn emerging tendencies into drivers of engagement and impact, in order to define distinctive concepts.

– Measurable Performance: Every project now begins with KPI-centric frameworks that directly connect creativity to business impact.

– AI-Augmented Creativity:

• Creating striking, hyper-local campaigns: key visuals that establish lasting brand preference. Their power comes from the unexpected: visuals that surprise, differentiate, and anchor the uniqueness of brands in the minds of audiences. With AI, this creative power takes on a new dimension: breathtaking 3D, uncanny realism, a plurality of masterful styles. What’s more, each concept can be finely contextualized—adapted to the cultural sensibilities of an Asian, African, or European market—and then deployed on an ultra-local scale, down to the city, county, or neighborhood.The impact: campaigns that combine global consistency with local relevance, generating attention, memorability, and performance.
• Automated Content Acquisition: Beyond internal efficiency, we have developed a dedicated content acquisition offering. AI identifies emerging trends and translates them into multi-angle creations, tested under multiple marketing lenses.
  Result: more reactive campaigns, better aligned with weak market signals, and optimized to drive traffic and conversion.
• Dynamic Social Media Assets: Radically simplifying life for brands. AI allows us to generate and adapt, in a single process, all formats required by each platform—without losing consistency or quality.
  Result: less management complexity, fewer scattered resources, and smoother go-to-market execution.
  For clients, this means greater responsiveness and relevance, while freeing up time to focus on strategic management and value creation.