Due to the rapidly increasing complexity of client demand and the emergence of new competitors in the market, the company embarks on the adventure of a full-fledged strategic business review. As a result of this extensive audit, a series of novelties are implemented in 2015. These include a new media sales department and a team specialising in audiovisual content and motion design. Com’unity returns to its roots with only two key brands: the multimedia service provider binsfeld and the craft publishing expert Editions Guy Binsfeld. New international clients for the agency include Luxaviation, Arcelor Mittal and Enovos.
In 1999, new technologies and changing consumer behavior lead to the creation of Oxygen, a new brand dedicated to public relations. Meanwhile, Guy Binsfeld & Co. changes status to become Com’unity. Eight years later, the new entity pursues its upward trend with two further activites under the same roof: binsfeld corporate, specialising in content marketing and binsfeld live, specialising in event-related activities.
The early nineties mark the heyday of the pre-internet era. In 1988, Marc Binsfeld enters the company as partner and paves the way for new shareholders. At the same time, a corporate makeover gives birth to Guy Binsfeld & Co, henceforth composed of two departments, Binsfeld Conseils and Editions Guy Binsfeld. With clients such as Rosport, Bofferding, LuxairTours and VW/Audi, the agency grows quickly in both staff and renown. The publishing house sets a new milestone with the nation-branding magazine Voilà Luxembourg, published on behalf of the Luxembourgish government.
Guy Binsfeld leaves Interpub to create the communication agency Guy Binsfeld Idées et Actions along with the publishing house Editions Guy Binsfeld in 1979. First notable clients include Bernard Massard and Mastercard. Meanwhile, the publishing house makes a name for itself as a leading specialist for guide books and Luxembourgish literature.
Throughout the 70s, Interpub sets new standards in branding and advertising. Its proof of success is imitation. At the end of the decade, a handful of new competitors enter the market, turning Luxembourg into a vibrant communication scene.
The Binsfeld story goes back to the very beginning of professional communication in Luxembourg. In 1964, Guy Binsfeld creates Interpub, the country’s first independant communication agency, along with founding partner Leo Reuter.
“We achieve open communication when all the opportunities that open minds provide turn all the challenges an open world poses into paid, owned and earned media strategies for our clients.”
1. Open minds
The most valuable assets of our team members are their curiosity and their love for the world. We try to create a multicultural, multilingual and multigender environment in which mental barriers are broken down through non-authoritative discourse and the sharing of know-how and ideas. Our clients and partners see such pluralism as a strength and we encourage everyone to see the change that comes out of such pluralism as an opportunity. The open spirit gives us a purpose and a voice in the market.
2. Open world
Modern society is a chaotic patchwork of cross-influencing factors, fast-changing relationships and unpredictable events taking place in truly borderless, online and offline marketplaces. In such an open world, good judgement and navigational skills are the lifeline of any serious communication agency. New technologies and consumer behaviour constantly bring new elements to the table, so a good communication strategy requires dynamic and responsive content. That is why we seek long-term partnerships with our clients and specialise in tailor-made solutions for each individual project.
3. Open communication
The inherent logic of traditional communication strategies is often bipolar and simplistic: sender/receiver, black/white, man/woman, young/old, good/evil and so forth. Meanwhile, societies have turned into complex, big data marketplaces, where such categories are only a fraction of reality. In today’s open media landscape, communication needs to be more than simply “360 degrees“, “24/7″ or “full-service“. Open communication is when all the opportunities provided by open minds turn all the challenges posed by an open world into paid, owned and earned media strategies for our clients.