MBD Open Marketing

What MBD Open Marketing does

MBD Open Marketing (legal entity SAS MBD Consulting) is a French responsible-marketing agency headquartered in Villeneuve-Loubet (Alpes-Maritimes), operating since at least 2011 with a team of 8 employees and a 25,000 euro share capital. The firm positions itself as the first agency in France to apply the "Open Marketing" methodology, derived from a 2011 Journal of Marketing article by Professor Georges S. Day and extended in a 2014 doctoral thesis by Hélène Moraux-Saurel. Its portfolio is organized around three specialized sub-brands — Open Impact+ (RSE/CSR strategy), Open Talent (employer brand and marketing training), and Open Franchise (franchise network marketing at B2B, national, and local levels) — and four operational service poles covering marketing studies, strategy and innovation, digital and operational marketing, and website creation.

Services are delivered through two engagement models: Marketing Externalisé (the agency functions as the client's full outsourced marketing department) and Marketing Embarqué (experts embed alongside the client's internal marketing team for collaborative skill transfer). The core technology is human consulting expertise; the firm does not disclose proprietary software, APIs, or AI/ML capabilities. Revenue is generated entirely through professional-services fees (consulting, web development, training funded via FNE-Formation, and franchise network engagements), with pricing not publicly disclosed.

The go-to-market is sales-led and concentrated in the Provence-Alpes-Côte d'Azur / Côte d'Azur region, leveraging direct enterprise engagement, partnerships with franchise specialists (Progressium, Gouache Avocats), participation in the "Passeport pour la franchise" competition, and the founder's leadership positions across regional business networks (Réseau Entreprendre, CJD, APM, UPE06, ATI-CA). Customer concentration risk is moderate given an absence of large anchor logos and a project-based delivery model; named customers (Atelier Papilles and the franchise competition laureates) are SMEs or early-stage ventures.

Name

MBD Open Marketing

Legal name

SAS MBD Consulting

Website

https://mbd-openmarketing.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MBD Open Marketing is a small French responsible-marketing agency based in Villeneuve-Loubet that serves SMEs, franchise networks, and organizations seeking RSE/employer-brand strategy through embedded or outsourced marketing consulting under its proprietary Open Marketing methodology.

Ownership category

akta.pro rank

Headquarters

HQ city

Villeneuve Loubet

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Marketing Consulting Services: Core revenue from providing marketing strategy, studies, and operational marketing services to businesses. Services include market studies, brand positioning, marketing planning, and digital marketing execution.
2. Web Development Services: Website creation, e-commerce development, UX analysis, SEO optimization, Google Ads management, and content creation services.
3. Training Services: Marketing and commercial training programs including Social Selling, commercial recovery plans, and effective social media communication. Training is available via FNE-Formation funding.
4. Franchise Marketing Services: Specialized marketing services for franchise networks including franchisee recruitment, network animation, and multi-local marketing support.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

MBD Open Marketing is a B2B marketing agency that provides collaborative marketing strategy, operational marketing execution, web development, and training services to businesses, with particular specialization in franchise networks, employer branding, and RSE/responsible marketing. The agency operates on a proprietary "Open Marketing" methodology in which its experts work alongside or as an embedded extension of client marketing teams, with services delivered through three sub-brands (Open Impact+, Open Talent, Open Franchise) and four competency poles (Marketing Studies, Strategy & Innovation, Digital & Operational Marketing, Website Creation).

Product overview

MBD Open Marketing is a responsible marketing agency offering a portfolio of specialized marketing services through its Open Marketing collaborative approach. The core offering includes four main service sub-brands: Open Impact+ (RSE/sustainable development strategy), Open Talent (employer branding and training), Open Franchise (franchise network marketing), and Open Marketing itself. These are delivered through five competency poles: Marketing Studies, Strategy & Innovation, Digital & Operational Marketing, and Website Creation. Services can be delivered through two engagement models - Marketing Externalise (full outsourced marketing department) or Marketing Embarque (embedded experts working alongside internal teams). The company positions itself as the first Open Marketing agency in France, emphasizing collaborative approaches and skills transfer.

Differentiator

Problem solved

Functional benefit

Brands

• Open Impact+: Exclusive alliance of sustainable development engineering and strategic & operational marketing expertise for RSE/CSR strategy.
• Open Talent
• Open Franchise

Products and services

• Open Impact+ An exclusive alliance combining sustainable development engineering with strategic and operational marketing expertise to help companies develop and implement their RSE (corporate social responsibility) strategy. Targeted at businesses wanting authentic sustainability communication without greenwashing.
• Open Talent Employer brand development and marketing training services that help companies recruit, retain, and engage talent, including marketing skills development programs. Targeted at companies with talent attraction and retention challenges.
• Open Franchise Franchise marketing services operating at three levels: B2B for recruiting future franchisees, national level for outsourced marketing to animate franchise networks, and local level for supporting franchisees in their development. Targeted at franchisors and franchise networks.
• Marketing Studies (Études Marketing) Market research services including market studies, brand image and reputation studies, customer satisfaction surveys, mystery shoppers, concept testing, customer portfolio analysis, and offer analysis. Targeted at B2B companies needing market intelligence.
• Strategy & Innovation Strategic marketing services including mission and values definition, marketing positioning, brand identity, graphic charter creation, innovation processes, new offer design, and new business model development. Targeted at B2B companies seeking strategic repositioning.
• Digital & Operational Marketing Operational marketing execution including action plans, traffic activation plans, social media strategy, community management, PR and influencer campaigns, trade show organization, and local communication plans. Targeted at B2B companies needing marketing execution.
• Website Creation (Création de site internet)

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Gouache AvocatscoreStrategic or Co-development Partner · 1 February 2023Partnership with Gouache Avocats, a law firm specializing in franchise law, to offer comprehensive legal and marketing services for franchise development. Gouache Avocats provides expertise in franchise contracts and DIP (Disclosure Document), while MBD Open Franchise contributes marketing strategy and network communication support.
• ProgressiumcoreStrategic or Co-development Partner · 1 January 2022Strategic partnership between Progressium and MBD Open Franchise to provide comprehensive support for franchise networks. Progressium handles franchise feasibility, business model auditing, location research, and franchisee recruitment, while MBD Open Franchise provides marketing and communication expertise for brand strategy and operational marketing plans at B2B, national, and multi-local levels.
• Passeport pour la franchiseminorGTM or Marketing Partner · 1 January 2022MBD Open Franchise was a jury member and partner of the Passeport pour la franchise competition, which rewards promising franchise concepts. The company provided brand strategy validation and operational marketing plans for competition winners, with over 250,000 euros of services offered by all partners.
• Data AnalysisminorGTM or Marketing PartnerPartner of Passeport pour la franchise competition providing zoning, local and general market analysis services for competition participants.
• La Conciergerie de l'architectureminorGTM or Marketing PartnerPartner of Passeport pour la franchise competition providing architectural concept design for franchise concepts.
• Toute la FranchiseminorGTM or Marketing PartnerPartner of Passeport pour la franchise competition providing franchisee-franchisor matching and connections for competition participants.
• La Caisse d'EpargneminorGTM or Marketing PartnerPartner of Passeport pour la franchise competition providing logistical support and integration of laureates into their franchise division.
• Réseau EntreprendreminorOthersMBD Consulting has been a member since 2011. Valérie Higuero serves on the Board of Directors of Réseau Entreprendre Côte d'Azur, which supports entrepreneurs in creating SMEs and ETIs through a network of volunteer business leaders.
• CJD (Centre des Jeunes Dirigeants)minorOthersValérie Higuero has been a member of CJD Nice Côte d'Azur bureau since 2014 and serves on the influence commission. CJD provides collective intelligence and practical responses to societal challenges for business leaders over 80 years.
• APM (Association pour le progrès du management)minorOthersValérie Higuero has been a member since 2019 of APM Nice, which enables business leaders to identify and explore major challenges through peer exchange and shared learning experiences.
• UPE06 (Union Pour l'Entreprise des Alpes Maritimes)minorOthersMember since 2011, representing 8,500 companies and 115,000 private sector employees (38% of the 06 department). Valérie Higuero serves as marketing expert, conducting workshops once or twice per year.
• ATI-CAminorOthersThe ATI-CA is a network of industrial and technological companies, currently grouping more than 100 members including SMEs and large groups. ATI-CA succeeds APPIM (Association des Partenaires pour la Promotion de l'Industrie Méditerranéenne).

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Spintank: Spintank is a French B2B content marketing and influence agency headquartered in Paris. Like MBD, it serves mid-market and enterprise B2B clients with integrated content, digital, and brand strategy services and has a comparable team size and positioning.
• Brainsonic: Brainsonic is a French content marketing and brand publishing agency serving B2B clients. Comparable to MBD in offering integrated content, brand strategy, and digital marketing services to mid-market enterprises in France.
• Wellcom: Wellcom is a French integrated communications and marketing agency. It is comparable to MBD in offering brand, digital, and operational marketing services to mid-market clients, including employer branding and CSR advisory.
• Junto: Junto is a French digital marketing and brand strategy agency serving B2B clients. Comparable to MBD in target customer (mid-market enterprises), service mix (strategy, digital, brand), and collaborative engagement model.
• Eskimoz: Eskimoz is a French digital marketing agency specializing in SEO, content, and web development for B2B clients. It is closely comparable to MBD in target customer, service mix (web, content, paid acquisition), and mid-market positioning.
• KR Media: KR Media is a French digital performance marketing agency offering SEO, SEA, and content services to B2B and B2C clients. It is comparable to MBD in service mix (digital, content, web) and mid-market French client base.

Broad incumbents

• TBWA France: TBWA France is the French arm of TBWA Worldwide, a global creative advertising network. It competes in the same advertising/creative services space as MBD but at significantly larger scale with multinational clients.
• Publicis Groupe: Publicis Groupe is a global advertising and marketing services giant headquartered in France. While MBD operates in the same advertising agency space, Publicis operates at vastly greater scale with full-service global capabilities, serving as a broad incumbent reference point.
• Havas: Havas is a global marketing and communications group headquartered in France. It overlaps with MBD's full-service marketing, communications, and brand strategy offerings but operates globally with substantially larger scale.
• BETC: BETC is a globally awarded French creative advertising agency and Havas subsidiary. It is comparable to MBD as a French-headquartered marketing and brand agency, but operates at much larger scale with global clients.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MBDOpenMkg
• Facebookfacebook.com/MBDOpenMkt
• LinkedInlinkedin.com/company/mbd-open-marketing
• Instagraminstagram.com/mbdopenmarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 MBD Open Marketing