{"id":7,"date":"2015-02-10T19:21:05","date_gmt":"2015-02-10T19:21:05","guid":{"rendered":"http:\/\/avada.theme-fusion.com_demos\/architecture\/?page_id=7"},"modified":"2024-04-05T16:58:59","modified_gmt":"2024-04-05T20:58:59","slug":"accueil","status":"publish","type":"page","link":"https:\/\/consultantmarketingcfl.ca\/","title":{"rendered":"STRAT\u00c9GIE"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:20px;--awb-padding-right:8%;--awb-padding-left:8%;--awb-margin-top:100px;--awb-margin-bottom:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_2_5 2_5 fusion-two-fifth fusion-column-first\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:#dddddd;--awb-border-top:2px;--awb-border-right:2px;--awb-border-bottom:2px;--awb-border-left:2px;--awb-border-style:solid;--awb-margin-bottom:50px;width:37.6%; margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-text-color:var(--awb-color8);\"><h1 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.0;\"><h2>AGENCE CFL<\/h2><\/h1><\/div><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><h3>C&rsquo;est avant tout une entreprise de communications appuy\u00e9e par un consultant marketing ayant 40 ans d&rsquo;exp\u00e9rience en publicit\u00e9 traditionnelle et num\u00e9rique.<\/h3>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-align-block\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-span-yes fusion-button-default-type fusion-animated\" style=\"--button_accent_color:var(--awb-color8);--button_accent_hover_color:rgba(255,255,255,0.9);--button_border_hover_color:rgba(255,255,255,0.9);--button_gradient_top_color:#f2a93a;--button_gradient_bottom_color:#f2a93a;--button_gradient_top_color_hover:var(--awb-custom14);--button_gradient_bottom_color_hover:var(--awb-custom14);\" data-animationType=\"zoomInLeft\" data-animationDuration=\"0.3\" data-animationOffset=\"top-into-view\" target=\"_self\" href=\"#\" data-toggle=\"modal\" data-target=\".fusion-modal.rapide\"><i class=\"fa-comments fas button-icon-left\" aria-hidden=\"true\"><\/i><span class=\"fusion-button-text\">CONSULTATION MARKETING SANS FRAIS<\/span><\/a><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-modal modal fade modal-1 rapide\" tabindex=\"-1\" role=\"dialog\" 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center;\">Sp\u00e9cialistes en publicit\u00e9, voil\u00e0 comment se positionne Agence CFL. Imaginez un strat\u00e8ge publicitaire \u00e0 votre disposition, pr\u00eat \u00e0 collaborer l&rsquo;ann\u00e9e durant, et quand vous en avez besoin. Voil\u00e0 la solution parfaite que bon nombre d\u2019entreprises ont adopt\u00e9e en travaillant avec nous.<\/p>\n<\/div><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-max-width:500px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-zoomin fusion-animated\" data-animationType=\"fadeInDown\" data-animationDuration=\"1\" data-animationOffset=\"top-into-view\"><img decoding=\"async\" width=\"595\" height=\"368\"  src=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2023\/11\/bandeau.jpg\" data-orig-src=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2023\/11\/bandeau.jpg\" alt class=\"lazyload img-responsive wp-image-53177\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27595%27%20height%3D%27368%27%20viewBox%3D%270%200%20595%20368%27%3E%3Crect%20width%3D%27595%27%20height%3D%27368%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2023\/11\/bandeau-200x124.jpg 200w, https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2023\/11\/bandeau-400x247.jpg 400w, https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2023\/11\/bandeau.jpg 595w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, 595px\" \/><\/span><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-background-color:#1f1c14;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\"><p><span style=\"color: #ffffff;\">Lorsqu&rsquo;il est question de mettre de l&rsquo;avant une campagne publicitaire, il importe d&rsquo;\u00eatre strat\u00e9gique dans son approche. Agence CFL est votre partenaire de confiance quand vient le temps d&rsquo;augmenter votre achalandage et assur\u00e9ment s&rsquo;il est question de soutenir votre croissance. L&rsquo;\u00e9laboration d&rsquo;une strat\u00e9gie marketing efficace comporte plusieurs \u00e9tapes. N&rsquo;oubliez pas qu&rsquo;une strat\u00e9gie de marketing efficace n&rsquo;est pas statique. Elle n\u00e9cessite une \u00e9valuation, une adaptation et un perfectionnement constants pour rester pertinente et efficace dans un environnement commercial dynamique. Voici un aper\u00e7u des principaux \u00e9l\u00e9ments \u00e0 prendre en compte:<\/span><\/p>\n<\/div><div class=\"fusion-text fusion-text-6\"><h1><span style=\"color: #ffffff;\">STRAT\u00c9GIE PUBLICITAIRE<\/span><\/h1>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-7\"><p><span style=\"color: #ffffff;\"><strong>Comprendre votre public:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">D\u00e9finissez votre public cible. Qui sont-ils ? Quels sont leurs pr\u00e9f\u00e9rences, leurs comportements et leurs besoins ? \u00c9laborez des profils d&rsquo;acheteurs pour mieux comprendre leurs int\u00e9r\u00eats sp\u00e9cifiques et y r\u00e9pondre.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>Fixez des objectifs clairs:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">D\u00e9terminez ce que vous souhaitez obtenir gr\u00e2ce \u00e0 vos efforts de marketing. Visez-vous la notori\u00e9t\u00e9 de la marque, la g\u00e9n\u00e9ration de leads, les ventes ou la fid\u00e9lisation des clients ? Veillez \u00e0 ce que vos objectifs soient sp\u00e9cifiques, mesurables, r\u00e9alisables, pertinents et limit\u00e9s dans le temps (SMART).<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>\u00c9tudier le march\u00e9 et les concurrents:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">R\u00e9alisez une \u00e9tude de march\u00e9 approfondie pour comprendre les tendances du secteur, les strat\u00e9gies de vos concurrents et les lacunes du march\u00e9. Identifiez votre proposition de vente unique (USP) ou ce qui vous diff\u00e9rencie de vos concurrents.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>Choisissez les bons canaux:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">S\u00e9lectionnez les canaux de marketing les plus efficaces pour atteindre votre public cible. Il peut s&rsquo;agir de m\u00e9dias sociaux, de marketing de contenu, de marketing par courriel, de SEO\/SEM, de partenariats avec des influenceurs, de publicit\u00e9 traditionnelle, etc. Votre choix doit s&rsquo;aligner sur les pr\u00e9f\u00e9rences de votre public.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>Cr\u00e9ez un contenu convaincant:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">D\u00e9veloppez un contenu de haute qualit\u00e9 et attrayant qui trouve un \u00e9cho aupr\u00e8s de votre public. Il peut s&rsquo;agir d&rsquo;articles de blog, de vid\u00e9os, d&rsquo;infographies, de podcasts ou de contenu interactif. Adaptez votre contenu aux pr\u00e9f\u00e9rences de votre public sur chaque plateforme.<\/span><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"text-align:left;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"118\" height=\"71\"  src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27118%27%20height%3D%2771%27%20viewBox%3D%270%200%20118%2071%27%3E%3Crect%20width%3D%27118%27%20height%3D%2771%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2019\/07\/CCIRS-LOGO-e1673631845619.png\" alt class=\"lazyload img-responsive wp-image-2432\"\/><\/span><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:15px;width:100%;\"><\/div><div class=\"fusion-image-element \" style=\"text-align:left;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><img decoding=\"async\" width=\"150\" height=\"50\"  src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%2750%27%20viewBox%3D%270%200%20150%2050%27%3E%3Crect%20width%3D%27150%27%20height%3D%2750%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2019\/03\/agab-rev.png\" alt class=\"lazyload img-responsive wp-image-2269\"\/><\/span><\/div><div class=\"fusion-text fusion-text-8\"><p><span style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/www.agab.net\/\" target=\"_blank\" rel=\"noopener\">\u2022 Gouverneur, Association des gens d\u2019affaires de Boucherville<\/a><\/span><\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-9\"><p><span style=\"color: #ffffff;\"><strong>Mettez en \u0153uvre un marketing mix:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">Utilisez une combinaison de strat\u00e9gies, telles que le marketing entrant et sortant, pour atteindre les clients potentiels \u00e0 diff\u00e9rents stades du parcours de l&rsquo;acheteur. Envisagez de combiner des tactiques en ligne et hors ligne pour une approche globale.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>Attribuer un budget et des ressources:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">D\u00e9terminez votre budget marketing et r\u00e9partissez efficacement les ressources entre les diff\u00e9rents canaux et campagnes. Surveillez vos d\u00e9penses et ajustez-les en fonction des performances et du retour sur investissement.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>Mesurer et analyser les r\u00e9sultats:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">Utilisez des outils d&rsquo;analyse pour suivre les performances de vos campagnes de marketing. Analysez des param\u00e8tres tels que le trafic sur le site web, les taux de conversion, l&rsquo;engagement et le retour sur investissement. Utilisez ces donn\u00e9es pour affiner vos strat\u00e9gies en permanence.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>S&rsquo;adapter et s&rsquo;am\u00e9liorer:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">Le marketing est un processus it\u00e9ratif. Adaptez continuellement vos strat\u00e9gies en fonction des donn\u00e9es recueillies et de l&rsquo;\u00e9volution du march\u00e9. Soyez ouvert \u00e0 l&rsquo;id\u00e9e d&rsquo;essayer de nouvelles approches et d&rsquo;affiner les approches existantes.<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><strong>R\u00e9troaction et engagement des clients:<\/strong><\/span><br \/>\n<span style=\"color: #ffffff;\">\u00c9coutez vos clients. Encouragez-les \u00e0 vous faire part de leurs commentaires, engagez-vous aupr\u00e8s de votre public par l&rsquo;interm\u00e9diaire des m\u00e9dias sociaux et favorisez les relations. Une exp\u00e9rience client positive peut \u00eatre un puissant outil de marketing.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 has-pattern-background has-mask-background hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-overflow:visible;--awb-padding-right:40px;--awb-padding-left:40px;--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><img decoding=\"async\" width=\"35\" height=\"125\" alt=\"Agence CFL consultant marketing Montreal Rive Sud \"  src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%2735%27%20height%3D%27125%27%20viewBox%3D%270%200%2035%20125%27%3E%3Crect%20width%3D%2735%27%20height%3D%27125%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/consultantmarketingcfl.ca\/wp-content\/uploads\/2016\/05\/agence_cfl_logo_bonhomme_125-1.jpg\" class=\"lazyload img-responsive wp-image-1488\"\/><\/span><\/div><\/div><div class=\"fusion-text fusion-text-10\"><h2 style=\"text-align: center;\">La pub on s&rsquo;y connait. Parlons donc de la v\u00f4tre?<\/h2>\n<\/div><div class=\"fusion-aligncenter\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-2 fusion-button-span-no fusion-button-default-type fusion-animated\" style=\"--button_accent_color:var(--awb-color8);--button_accent_hover_color:rgba(255,255,255,0.9);--button_border_hover_color:rgba(255,255,255,0.9);--button_gradient_top_color:#f2a93a;--button_gradient_bottom_color:#f2a93a;--button_gradient_top_color_hover:var(--awb-custom14);--button_gradient_bottom_color_hover:var(--awb-custom14);\" data-animationType=\"zoomInLeft\" data-animationDuration=\"0.3\" data-animationOffset=\"top-into-view\" target=\"_self\" href=\"#\" data-toggle=\"modal\" data-target=\".fusion-modal.rapide\"><i class=\"fa-comments fas button-icon-left\" aria-hidden=\"true\"><\/i><span class=\"fusion-button-text\">CONSULTATION MARKETING SANS FRAIS<\/span><\/a><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-text fusion-text-11\"><h3 style=\"text-align: center;\">Appelez-nous d\u00e8s aujourd&rsquo;hui au\u00a0<a href=\"tel:450-926-1791\"><strong>450 926-1791<\/strong><\/a><\/h3>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":53009,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"100-width.php","meta":{"footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Agence CFL | Strat\u00e9gie MTL - Rive-Sud | 450 926-1791<\/title>\n<meta name=\"description\" content=\"STRAT\u00c9GIE PUBLICITAIRE | Agence CFL, 40 ans d\u2019exp\u00e9rience en publicit\u00e9 traditionnelle et num\u00e9rique. 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