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
The aim is to build a solid backbone, consistent with the media's or 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 media or 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 media or 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 media or company.
About
What I Mean was founded by Marie-Adélaïde Leclercq-Olhagaray, following ten years in the media in Paris (television and radio), four years managing a digital editorial content start-up based in Paris and London, and then ten years as head of communications at Arendt & Medernach in Luxembourg. Since 2024, What I Mean has been managing the publication of ELLE Luxembourg (editorial, advertising sales, events, partnerships).
What I Mean’s approach is based on a unique ability to bring out the meaning behind the words, to transform a vision into a clear and actionable strategy, and then to translate this into structured messages. Once the strategy has been defined, precise guidelines are provided to in-house teams or agencies to ensure effective, impactful and sustainable implementation. Depending on the nature of the assignments entrusted to us, a bespoke team is put together for each client.
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.
Giving meaning, structuring impact
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.
The founder of What I Mean 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 to her team her strategic vision to the governance of projects with a major social impact.
The founder 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.