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← Back to Ideas50% of French CMOs are "silent" on LinkedIn : an Ogilvy Paris and ExComm study reveals largely untapped influence potential among French executives
While LinkedIn has established itself as an indispensable strategic lever for executives, a study conducted by Ogilvy Paris and ExComm reveals a striking reality: 50% of French CMOs and Communications Directors publish less than once a month on the platform.
Based on the analysis of 6,538 LinkedIn posts in 2025, this study offers unprecedented insight into the practices and strategies of CMOs and Communications Directors from the Top 100 advertisers, CAC 40 companies, and Kantar's Top 50 French brands. It highlights a striking contrast with their international counterparts, who demonstrate a much more assertive and regular presence on LinkedIn.
A Very Visible Elite… and a Majority Lagging Behind
While a minority of leaders stand out with strategic and impactful communication, 2% of CMOs and Communications Directors alone generate 35% of the published content, while the majority remain withdrawn. This discrepancy underscores a largely untapped potential, especially in a context where LinkedIn is a key platform for strengthening companies' visibility, credibility, and attractiveness.
Creativity, Sustainability, and Social Networks Dominate Conversations
The study also reveals the themes that dominated conversations in 2025: creativity, sustainability, and social networks are among the most discussed topics, while artificial intelligence, though central internationally, remains underrepresented in France.
A Ranking of the 300 Most Influential Executives
By analyzing the 300 most influential profiles, the study highlights a top 10 of the best-performing CMOs and Communications Directors, who distinguish themselves by their ability to balance key dimensions: leadership, expertise, professional accomplishments, and personal content. These executives embody authentic and strategic leadership, strengthening their influence while enhancing their company's value. The France/International gap is significant: international CMOs dedicate 19% of their content to sharing their expertise (vs. 11% in France) and 12% to personal content (vs. 6% in France).
L’écart France/International est significatif : les CMOs internationaux consacrent 19% de leurs contenus à partager leur expertise (vs 11% en France) et 12% à des contenus personnels (vs 6% en France).
"French CMOs excel in corporate communications but hesitate to embody strong personal leadership," emphasizes Mathieu Plassard, CEO and President of Ogilvy Paris.
Actionable Best Practices
The study also proposes best practices to help executives maximize their impact on LinkedIn. These recommendations, covering aspects such as publication frequency, content quality, and audience engagement, aim to transform LinkedIn into a true lever of influence.
Mathieu Plassard states: "This study highlights a largely untapped potential for many leaders, in a context where LinkedIn is a key platform to strengthen companies' visibility, credibility, and attractiveness. It's time for them to embrace this platform as a true space for leadership, not just a communication tool."
Yves Baudechon, founder of ExComm, adds: "This paradox surprises me: these CMOs perfectly master their company's communication; they are experts in marketing and image, yet 50% of them publish less than once a month. Significantly increasing their influence is well within their reach, however. The real barrier? It's psychological: embodying personal leadership beyond an institutional role requires a stance (and discipline) that many still hesitate to adopt."
About the study / Methodology:
- 300 CMOs and Communications Directors analyzed (Top 100 advertisers, CAC 40, Kantar Top 50 brands)
- 6,538 posts studied (January - December 2025)
- Comparison with 250 international CMOs
- 4 indicators: activity, audience, weighted engagement, engagement rate
For more information on the study, please contact Delphine Mazeau.