We recently had the privilege of interviewing Jean-Baptiste Quesnay, Co-Founder (co-founded with Sarah Sandra Taibi) and CEO of TRENDS Group, a communication agency. Marking the beginning of his entrepreneurial journey from an early age, Jean-Baptiste is a firm believer in the power of creativity, data, and network to transform global brands into major success.
With his agency, Jean-Baptiste offers strategic marketing solutions to brands, specializing in data, press relations, influencer marketing, brand content, and strategy. In this insightful session, the founder shares his experiences, journey in this industry, challenges, and trends, along with offering suggestions for aspiring professionals.
The Beginning
We started the session by asking, “How did you get started, and what led you to where you are today?”
Jean-Baptiste shared, “I grew up in a small village in Normandy, deeply influenced by my entrepreneurial parents. My father, an artisan, ran his own business for 30 years, and my mother supported him with accounting while being a sales representative. I absorbed their work ethic early, spending weekends at artisan markets. My creative spirit came alive during my childhood, shaped by drawing, Lego, and creating magazines.
At 15, I built a website that I eventually sold six years later, which marked the beginning of my entrepreneurial journey. In 2016, I founded TRENDS group, a global communication agency bridging culture, brands, influence, and content creation in Paris, Dubai, and Tokyo.”
Current Offerings By Jean-Baptiste Quesnay
We were interested in learning more about the services offered by Jean-Baptiste and his organization, and we asked, “Can you share more about your current role and the business you lead? What are the core services/products you provide?”
He replied, “I’m the CEO of TRENDS group, a communication agency specializing in connecting brands with influencers, as well as creating compelling content that merges creativity with advanced technologies like AI and 3D. We’ve activated over 1,500 paid partnerships and countless earned media collaborations. Beyond our core expertise in influencer relations and marketing, we’ve launched new services like a content creation studio and a networking platform for marketing directors in the UAE. My current focus includes expanding internationally, with a presence in Dubai and Tokyo, while exploring innovative concepts for digital marketing and content.”
Adaptability Amidst Challenges
While challenges are an important part of every industry, efficient leaders can overcome them smoothly. So, we asked, “What challenges have you faced as a business leader, and how have you overcome them?”
“Managing growth while navigating financial constraints has been a significant challenge. Additionally, maintaining morale during challenging times, such as the departure of key team members or demanding client relationships, requires resilience. I’ve overcome these challenges through transparent communication, focusing on creative problem-solving, and building strong relationships with my team and clients.
Also, adapting the offer to the market is key. When you come to a market, never forget you’re only invited and not at home, so you have to adapt to the culture and the needs of the country in terms of marketing. That’s how we created TRENDS studio, which answers the needs of brands to create more and more content, quickly, and by managing the costs.” He responded.
Redefining Businesses With AI
Technical advancements have been transforming businesses. To learn how Jean-Baptiste includes the same in their business, we asked, “How do you see technology, especially AI, impacting your industry? Are there any innovative practices you’re implementing?”
“AI is revolutionizing the creative process, from content creation to personalized marketing strategies. At TRENDS group, we’re integrating AI-driven tools to enhance storytelling, generate data-driven insights, and produce visually stunning campaigns. We recently launched a content studio that combines AI, 3D design, and traditional methods to stay ahead of the curve. AI allows us to personalize influencer collaborations at scale, making campaigns more targeted and impactful. I see AI as an enabler of creativity, not a replacement for human insight. This is a great tool, not a magic stick. An accelerator.” Jean-Baptiste replied.
Envisioning The Future
We further asked, “What are your views on the future of the industry you’re associated with?”
“The future of influencer marketing lies in authenticity and deeper integration with brand narratives. As audiences become savvier, only meaningful, value-driven collaborations will succeed. I also believe the industry will see a greater convergence of AI, and AR, reshaping how brands interact with their audiences. Internationalization and adapting to cultural nuances will remain critical, which is why I focus on markets like Dubai and Tokyo to build bridges between cultures. The industry’s evolution also demands better regulation and professionalization, something I’m passionate about advocating for.” He added.
Words Of Wisdom For Beginners
Addressing the beginners in this field, we asked, “What advice would you give to aspiring entrepreneurs or leaders looking to make an impact in your industry?”
He mentioned, “Know your ‘why’ as understanding your purpose and vision will guide you through tough decisions. Also, learned to embrace adaptability. The industry evolves quickly, so staying open to change is essential.
Additionally, focus on relationships. Whether with clients, team members, or partners, trust and respect are the foundation of success. Alongside, invest in continuous learning. Stay updated on technology and trends as it can give you a competitive edge. And lastly, be authentic. Your personal story and passion are your strongest assets.”
Ensuring The Art Of Balance
We ended the interview by asking, “How do you maintain a work-life balance while managing a business?”
“It’s a constant challenge. I prioritize time management, ensuring my schedule includes both work commitments and personal activities that recharge me, like tennis or traveling. I make space for meaningful moments with loved ones, whether it’s dinner or connecting with friends. At times, I’ve struggled to balance work and life, but I’ve learned to delegate, trust my team, and step back when necessary to maintain mental and emotional well-being. Balance is an ongoing effort, but it’s essential for long-term success.” Jean-Baptiste concluded.
Follow Jean-Baptiste Quesnay on LinkedIn.
Find Trends Group on LinkedIn and visit their website www.trendsagency.com
Also Read
About Author
