Realign your communication
I know what you mean. I make sure others do too.
What I Mean is a strategic communications consulting firm that helps companies and their leaders realign their communications. So that it accurately reflects their vision and ambitions, like a backbone. Whether the communication is internal, external, institutional or HR, the objective is the same: to correct discrepancies, structure the messages and orchestrate coherent communication understood by all.
Services
Align, structure, deploy
What I Mean helps companies and their managers structure and optimise their communications. The aim: to build a solid backbone, consistent with the organisation's vision, values and ambitions.
Strategic consulting
Audit and analysis of existing communications, definition of a clear editorial line and a coherent roadmap, support for managers and teams in structuring their communications projects.
Executive speaking
Drafting speeches, articles and forums, public speaking coaching, preparation for key events (conferences, seminars, interviews).
Operational support
Support for existing teams, choice of the most appropriate media and channels, supervision of editorial and audiovisual projects, management of relationships with partners and service providers.
An approach based on listening, expertise and impact
The approach is based on in-depth work with managers and teams. Thanks to a method combining maieutics and analysis, communication is rethought to be more impactful, more aligned and more effective. Perfect mastery of multiple formats and media enables us to choose the most appropriate levers.
A few examples of our work:
- Audit and realignment of internal and external communications
- Supporting managers in asserting their vision and their message
- Definition of an employer brand strategy and implementation of an advocacy program
- Management and supervision of editorial and audiovisual projects
- Proofreading and validation of magazines, reports and strategic content prior to publication
- Corporate communications consulting, lobbying and partnership alignment
Each assignment is tailored to the specific needs and ambitions of each company.
about
Giving meaning, structuring impact
Innovation, corporate communications and strategy are at the heart of Marie-Adélaïde Leclercq-Olhagaray’s career. After nearly ten years in the media (television and radio) in Paris, she helped create a digital editorial content start-up, which she managed for four years before selling it. She then joined Arendt in Luxembourg, where for ten years she was in charge of marketing and communications, and which today counts among its major clients.
An independent director on several Boards of Directors, co-founder and President of WIDE since 2013, she has also been Publishing Director of ELLE Luxembourg magazine since 2024, where she oversees an editorial team of around ten journalists as well as the strategic aspects of the magazine: advertising sales, events, partnerships.
Trained in literature and geography, a fine writer and intuitive analyst, she approaches each project with a sharp eye and an approach deeply rooted in coherence, impact and sincerity.
My approach is based on a unique ability to bring out the meaning behind the words, to transform a vision into a clear, actionable strategy, and then to translate it into structured messages. My solid experience of the media, agencies and the corporate world enables me to bring an expert eye to the full range of communication imperatives. Once the strategy has been defined, precise guidelines are provided to in-house teams or agencies to ensure effective, impactful and lasting deployment.
Thanks to its proven expertise and sharp strategic intelligence, What I Mean is a key partner in structuring, clarifying and amplifying communications for companies and their managers in Luxembourg, France and Belgium.
References
What I Mean’s clients come from a wide range of sectors. The world of finance, including communications assignments for major players in Luxembourg’s banking and investment funds sector, was a field of expertise for ten years. The media sector has also played a key role, with experience in television, radio and the press, both in France and Luxembourg.
She has held, and continues to hold, board-level positions in a number of private organisations in various sectors such as construction, real estate development and BPO, as well as in non-profit organizations active in education and girls’ empowerment in STEM. These roles enable her to bring her strategic vision to the governance of projects with a major social impact.
Marie-Adélaïde has piloted large-scale projects, from turning around TV concepts to managing 360° communications in traditional sectors where harmonization and innovation were a challenge, to launching a high-end magazine. She has also contributed to the internationalization of brands, developing the commercial side of a startup, which she accompanied until its sale to a major group.
Each mission demonstrates her ability not only to transform abstract strategies into concrete, aligned actions, but also to bring complex, interconnected communications and strategy projects to life.