In the hushed corridors of the media, in the glare of the cameras, between two swipes on TikTok and three clicks on YouTube, brands clash. Not with weapons, but with stories. Not to conquer territory, but to occupy minds.
And this battle for attention is becoming increasingly complex. The latest studies, whether from Kantar Media/Stratégies or Onclusive’s Brand Influence Index 2025, have made us aware of a major change: it’s no longer enough to be heard. It is now necessary to be liked, understood… and perceived as useful. At a time when every speech is scrutinised, measured and challenged, influence has to be earned. It can’t be decreed. It has to be built.
This is precisely what these two studies highlight. The Kantar Media/Stratégies study ranks the biggest advertisers – with E.Leclerc at the top – but above all reveals how certain brands are strategically shifting their investments. Since the end of paper, the chain has been relying more on radio, video and billboards, reinventing its media strategy to support change, create links and speak out.
For its part, Onclusive takes another measure of influence. Its Brand Influence Index assesses the media and social impact of brands, focusing on issues such as diversity, equity and sustainability. Behind these issues, it is the perception and coherence of brands that are paramount. Social and environmental commitment is becoming a strategic lever, capable of transforming image, customer loyalty and even financial performance.
Some examples embody this trend brilliantly. At Lascad (L’Oréal), consistency pays off: Mixa has recruited 900,000 new buyers (Kantar Worldpanel), not out of fashion, but out of loyalty to its DNA, while speaking the language of 2025. L’Oréal dominates the Onclusive ranking, driven by its ability to combine innovation, impact and media mastery. It embodies this new influence: built, sustainable, sincere. Above all, it proves an essential point: influence is measured not just by the size of a budget, but by the strength of a story.
Other brands, too, are confirming this shift. AXA, number 1 on sustainability issues, is a clear leader in the ecological transition. Louis Vuitton, number one on diversity, is multiplying concrete initiatives like EllesVMH. Here again, it is evidence – not promises – that drives influence. Renault, Hermès, BNP Paribas and Dior stand out for their balanced approach to visibility, commitment and innovation. Three pillars that the Brand Influence Index analyses with finesse.
A logic that can be found even in the most controlled celebrations. At Picard, the brand’s 50th anniversary was celebrated across all channels – VOL, press, gaming, SEA, radio, cinema – without ever betraying its identity. The result: over a million new customers.
And even in major media events, the logic remains the same. The Olympic Games have, of course, boosted the presence of certain brands (LVMH, Toyota, La Poste…), but it’s not the peak of attention that creates influence. What remains are the commitments. The proof. Action.
Finally, this war, which has already begun, goes beyond media. Today, the brand war is being waged on all fronts: e-retail media, paid social, YouTube, LinkedIn, PR, segmented TV… But at the heart of it all, the challenge is the same: to create a relationship, a preference, a reason to exist in our daily lives.
At a time when every screen is overflowing with content, visibility is just a gateway. The real conquest lies elsewhere: in accuracy, sincerity and consistency. And in this war that is already underway, the brands that can demonstrate humility, consistency and clarity will have the advantage tomorrow.
Source: Brand Influence Index 2025 by Onclusive
By Sabrina Russo
