Talking about the beginning of his career, Guillaume Salmon owes it to chance, but judging by his successes it feels like luck had little to do with it. It was in 1999, as a salesman, that the man “working in the shadows of the Paris creative scene” (as someone in the industry describes him) joined colette. Having worked as a PR manager for the famous Parisian concept store for over seventeen years, starting in 2002, Salmon launched his own communications and support agency, Tact, in 2018. Why this name? Because, quite simply, « it’s linked to the business but also to my personality », he says. Today, as manager of a rich and varied portfolio of clients (including Schott, Baguett and Pamela Bikes) and long-time lifestyle consultant to Paris Saint-Germain, Salmon has seen the industry change « dramatically, with advertisers playing an increasingly important role in the press and influencers playing a fundamental role ».
As a witness and an active participant in the fusion of fashion and sport, two worlds that were once very well separate, he observes that only one thing has stayed the same: the objective of good communication must always be the empirical and organic growth of the brand. The key? « Presence », shares Salmon, who has never stopped working on-site, despite a very busy schedule. Paris, « a cosmopolitan capital where hundreds of worlds intertwine, while remaining on a human scale », is the ideal place to capture this spirit. He knows this city like the back of his hand, but he still can't decide on a spot for the best croque-monsieur. There's no doubt, however, when it comes to drinks. « For the best alcoholic and non-alcoholic cocktails in Paris, go to Cravan, in the 6th arrondissement. This place is full of culture(s) », says Tact's number one, who gave up alcohol some time ago, as evidenced by the tattoo on his right forearm, where the inscription “Straight edge” has replaced a bottle of rum, now crossed out.
