In a major move reshaping the European fashion and events landscape, WMH Project has announced the creation of The Officin, a newly formed creative agency born from the merger of Profirst France and Petit Ami, alongside Phenomène. This strategic integration aims to bring together innovation, artistry, and production expertise under one visionary identity.

A Bold Step in the Fashion and Luxury Events Industry

The new entity, The Officin, emerges under the ownership of WMH Project following the acquisition of Profirst France, the acclaimed production company founded by Jean-Philippe Braud. Profirst France has built a distinguished portfolio, collaborating with prestigious global brands such as Armani, Richard Mille, Chopard, and the Grand Prix de la Haute Joaillerie in Monaco.

By merging Profirst France with Petit Ami, founded by Laurent Bandet and acquired by WMH in 2023, the company is positioning itself as a creative force that bridges luxury brand storytelling with experiential innovation. Together with Phenomène, these agencies will operate as one cohesive creative ecosystem under the new name The Officin.

A New Vision: Creativity Meets Precision

According to WMH Project co-founders and co-presidents Marc Fischer and Franck Chaud, “The Officin is a new model with immense potential — a laboratory of ideas and emotions where creativity, innovation, and premium production capabilities work in synergy to design tailor-made projects and experiences.”

This concept underscores WMH’s ambition to craft immersive, emotionally resonant experiences that transcend traditional marketing by integrating design, communication, and live-event production at a world-class level.

The Office will serve as a hub for collaboration, a creative atelier where artistic expression, digital storytelling, and luxury craftsmanship converge to meet the evolving demands of global brands seeking authentic and elevated experiences.

Profirst France founder Jean-Philippe Braud (left) and Petit Ami founder Laurent Bandet (right) are merging their agencies to create The Officin following an acquisition by WMH. (Laurence Guenoun)

A Wave of Consolidation in Fashion Communications

The establishment of The Officin comes amid a wave of mergers and acquisitions transforming the fashion PR, marketing, and events sectors. The trend reflects a broader movement toward consolidation as agencies seek to strengthen their capabilities and expand their global reach.

Recent deals highlight this momentum: Lucien Pagès merged its UK operations with AIPR after joining The Independents; Together Group acquired French marketing agency OBO; and Mazarine Group, parent company of La Mode en Images and Numero, recently expanded its portfolio by acquiring production company Arter.

These strategic alliances point to a new era in the industry — one defined by integrated creativity, full-service branding solutions, and a heightened emphasis on storytelling across physical and digital platforms.

Positioning The Office for the Future

With the launch of The Officin, WMH Project signals its commitment to redefining the intersection of luxury, creativity, and technology. The agency’s multidisciplinary structure allows it to design bespoke experiences that resonate with contemporary audiences while maintaining the sophistication and artistry that high-end brands demand.

The Officin is not merely a merger — it represents a creative evolution in how fashion and luxury events are conceptualized, produced, and experienced.