What Matiere Grise does

Matiere Grise SAS is a French communications and digital strategy agency founded in March 1994 in Strasbourg. Operating from three offices in Strasbourg, Lyon, and Nantes with a team of approximately 9-10 people, the firm serves B2B clients ranging from SMEs to multinationals — including Lidl, Mars Chocolat France, Schmidt & Cuisinella, Vilmorin, Waterair, Divalto, and Alsace Lait — across at least eight industries (agriculture, retail, food/beverage, manufacturing, software/ERP, swimming pools, event management, social services). The core service offering spans consulting, brand identity, web development, digital marketing (social media, SEO, SEA), event production, and employer branding, delivered under a consultative go-to-market that positions the firm as a strategic partner integrated into client steering committees.

Alongside its service business, Matiere Grise has developed two proprietary digital products: CandyCollect, an intelligent lead management platform offering real-time filtering, deduplication, RGPD compliance, and synchronization with CRM, ERP, and marketing automation systems (integrated with Brevo for email); and Family Kraft, a gamified web application for family education workshops. The underlying technology stack relies on mainstream web tooling — WordPress, Webflow, headless WordPress, Prismic CMS, and Netlify hosting — with AXEPTIO handling GDPR cookie consent. There is no disclosed AI/ML model, proprietary dataset, or research capability.

Commercially, the firm operates a hybrid revenue model combining project-based professional services with recurring monthly subscriptions: a €60 HT/month WordPress maintenance retainer covers updates, security, backups, and support, while separate ongoing retainers handle social media community management and SEO. Matiere Grise is privately held, founder-led by Patricia Roehri, structured as a Société par Actions Simplifiée with €57,000 share capital, and has no disclosed external funding, M&A activity, or institutional ownership. Revenue is not publicly disclosed.

Name

Matiere Grise

Legal name

Matière Grise SAS

Website

https://matiere-grise.fr

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

French communications and digital strategy agency founded in 1994, operating from Strasbourg, Lyon, and Nantes. Serves B2B enterprises (Lidl, Mars Chocolat France, Vilmorin, Schmidt & Cuisinella) via strategy, branding, web development, digital marketing, and the proprietary CandyCollect lead management platform.

Ownership category

akta.pro rank

Product category

Communications and Digital Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Custom Computer Programming Services (541511), Graphic Design Services (541430), Marketing Consulting Services (541613)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)

akta.pro secondary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

Keywords

• Communication strategy services
• Brand identity design
• Web development agency
• Digital marketing services
• Event management services

Headquarters

HQ city

Strasbourg

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Agency Professional Services: Consulting, strategy, creative, and digital services billed on project basis. Engagement types include strategic counsel, brand identity, web development, marketing campaigns, and event production.
2. Web Maintenance Subscriptions: Monthly maintenance retainer at €60 HT/month for WordPress sites, including updates, security, backups, performance optimization, and technical support.
3. Social Media & SEO Retainers: Ongoing monthly engagements for community management, social media advertising, and SEO optimization services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Mati\u00e8re Grise is a French communications and digital strategy agency that delivers integrated services from strategic counsel through execution, including communication strategy, brand identity creation, web design and development (WordPress, Webflow, headless CMS), webmarketing (SEO, SEA, social media management), creative studio output (print and digital), event management, and employer-branding campaigns for enterprise clients. Beyond services, the agency operates CandyCollect, a proprietary lead management platform for real-time lead collection, validation, deduplication and CRM/ERP synchronization, and develops bespoke client web applications such as Family Kraft, backed by standardized WordPress maintenance subscriptions and ongoing social/SEO retainers.

Product overview

Matière Grise is a communication and digital strategy agency that, alongside its core consulting and creative services (strategy, branding, web design, webmarketing, social media management, and event planning), develops proprietary digital products. Its flagship products include CandyCollect, an intelligent lead management platform for real-time lead validation and CRM synchronization, and Family Kraft, a gamified web application for animating family education workshops with automated follow-up. The agency operates primarily as a service-based business, with these products representing specialized proprietary tools developed for client needs.

Differentiator

Problem solved

Functional benefit

Brands

• CandyCollect: An intelligent lead collection, verification, and management platform developed internally by Matière Grise for optimizing campaign lead processing and CRM integration.

Products and services

• Conseil et Coaching (Strategic Communication Counsel) Personalized consulting and coaching engagements to structure and develop client communication and marketing projects, offered as a dedicated service line routed through the founder Patricia Roehri.
• Strat\u00e9gie de Communication (Communication Strategy) Development of communication strategies designed to maximize the impact of client messaging across channels and audiences, delivered as a standalone strategy engagement.
• Strat\u00e9gies \u00c9v\u00e9nementielles (Event Strategy) Creation and management of impactful events, including high-end print catalogs and experiential productions such as the Anima premium product catalogs.
• Cr\u00e9ation d'Identit\u00e9s Visuelles (Visual Identity Creation) Design of strong, unique graphic identities for clients, covering brand systems, visual guidelines and applied identity assets across print and digital.
• Conception de Sites Web (Web Design and Development) Design and development of performant, SEO-optimized websites using WordPress, Webflow and headless CMS architectures, including bespoke WordPress/WooCommerce builds such as the Terragreen landscaping site with integrated quote requests.
• Accompagnement Webmarketing (Webmarketing / SEO & SEA) Management of paid advertising campaigns and social media activity to increase online visibility, including SEO optimization, SEA (Google Ads), paid social (Meta, LinkedIn, TikTok) and social media community management, delivered as ongoing retainers or campaigns.
• Studio Cr\u00e9atif Web et Print (Creative Studio) Production of attractive visual assets and creative content for both web and print channels, covering UX/UI, motion design, print layouts and graphics.
• WordPress Maintenance Package Monthly WordPress site maintenance subscription at \u20ac60 excl. VAT/month, including quarterly core/plugin/theme updates, spam protection, automated backups with unlimited restorations, caching optimization, monitoring, support via Youtrack/email, annual report, bug debugging, URL redirections and one malware-cleaning incident per month.
• CandyCollect Proprietary intelligent lead management platform enabling real-time collection, validation, deduplication, GDPR-compliance filtering and automated synchronization of campaign leads with client CRM, ERP and marketing-automation tools, with real-time performance dashboards; connects lead sources (partners, media, landing pages) to internal advertiser systems and integrates Brevo for transactional email scenarios.
• Family Kraft Bespoke gamified web application animating family education workshop scenarios for OPAL, featuring real-time data capture, automated personalized email follow-up via Brevo integration and RGPD-compliant consent management.

Quantifiable outcome

• Schmidt & Cuisinella achieved thousands of applications collected, exceeding initial objectives of 20 CVs per job posting
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• NetlifycoreTechnology or IntegrationWeb hosting provider for the Matière Grise website and client projects. Netlify, Inc. headquartered in San Francisco, CA provides the infrastructure for site deployment and performance.
• PrismiccoreTechnology or IntegrationHeadless CMS provider used for content management on client websites. Prismic, Inc. headquartered in San Francisco enables flexible content modeling and multi-site management.
• AXEPTIOcoreTechnology or IntegrationCookie consent management platform ensuring RGPD compliance for the Matière Grise website and client projects.
• CXL StudiominorImplementation/ SI/ Consulting PartnerDesign and development partner for website conception and realization. Part of the Matière Grise network of partners.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eskimoz: Eskimoz is a French digital marketing and SEO/SEA agency with a similar full-service profile targeting B2B clients. Comparable in size and service breadth (SEO, SEA, webmarketing, content) and operates in the same competitive set as Matiere Grise for mid-market French clients.
• Makheia Group: Makheia is a French independent digital communications group offering strategy, brand content, and digital services. Comparable as a France-headquartered mid-sized independent offering integrated communications with a similar enterprise target market.
• Hopscotch: Hopscotch is a France-based communications group with PR, digital, and event capabilities serving enterprise and public-sector clients. Directly comparable on integrated communications services, French enterprise client base, and event production capabilities.
• Brainsonic: Brainsonic is a French content marketing and brand content agency serving enterprise clients with strategy, brand, and digital content production. Directly comparable on the strategy-to-content production model and mid-to-large French enterprise client base.
• Yumens: Yumens is a French digital marketing agency offering SEO, SEA, social media, and data-driven campaigns to mid-market and enterprise clients. Comparable on integrated digital services, French geographic focus, and B2B target segments.

Emerging players

• Alphalyr: Alphalyr is a French digital marketing and B2B demand generation agency. Comparable as a French digital agency serving B2B clients with marketing automation and lead generation capabilities that overlap with CandyCollect's positioning.

Broad incumbents

• Havas: Havas is a global communications group headquartered in France with creative, media, and digital agencies operating worldwide. Competes with Matiere Grise for large French enterprise accounts and is a benchmark for integrated communications services.
• Webedia: Webedia is a French digital media and content group operating content platforms, creator services, and brand solutions. Adjacent comparable as a French digital communications player serving brand clients with content, media, and digital activation.
• Publicis Groupe: Publicis is a global advertising and communications holding group headquartered in France, offering strategy, creative, digital, and media at scale. While far larger, it competes for the same enterprise RFPs as Matiere Grise and sets the pricing benchmark for premium agency work in France.
• TBWA: TBWA is a global creative advertising network with strong French heritage, offering strategy, creative, and digital transformation services. Competes for large French enterprise accounts and represents the kind of holding-group competitor Matiere Grise encounters in mid-market pitches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Matiere Grise