Audience First
Role proposalDG COMMAugust 2026

From campaigns to relationships

Know people deeply.Tell stories that matter.Build trust over time.

One role connecting audience intelligence, storytelling capability and strategic counsel across the European Commission.

Read the proposition

Europe does not lack data. It lacks a way to remember the people inside it.

I would build an audience practice that allows the European Commission to recognise the people it speaks to, not simply reach them.

I would unite fragmented research, write living personas with the depth of real lives, help teams translate policy into human meaning, and shape campaigns and daily local action as chapters in one long relationship.

The ambition is simple. When Europe speaks, citizens should feel that someone has listened first.

The Commission should never again speak to its priority audiences as strangers.
01

Remember

One shared memory of the people behind the evidence.

02

Imagine

Stories vivid enough to influence institutional choices.

03

Act

Campaigns and local actions built around lived needs.

04

Learn

A relationship that becomes more intelligent over time.

Three responsibilities.
One connected practice.

01

Persona Creation

Build the Commission's living memory of Europe.

Federate fragmented audience evidence, resolve what it means, then write people with enough truth, texture and contradiction to remain present when decisions are made.

What I would own
  • Create a shared map of research, segmentations, methods, rights and blind spots across DG COMM and its agencies.
  • Combine quantitative patterns with interviews, observation, cultural signals and country knowledge.
  • Write and steward a portfolio of living European personas, each connected to a three-year relationship plan.
  • Refresh every portrait as lives, language and social conditions change.
02

Storytelling Capacity Building and Advisory

Make human storytelling a Commission-wide capability.

Do more than write strong stories. Give teams the confidence, methods and editorial counsel to translate policy into human meaning without flattening complexity or compromising truth.

What I would own
  • Run editorial rooms where teams work from real audience tensions rather than institutional messages.
  • Offer narrative clinics for briefs, speeches, campaigns, local actions and sensitive moments.
  • Train communicators in character, scene, voice, conflict, clarity and ethical storytelling.
  • Act as a trusted editorial adviser to senior leadership and country teams.
03

General Strategy Work, Campaigns and Other

Make every action part of a longer relationship.

Work upstream of execution. Define the human problem, shape the strategic choice and connect campaigns, local engagement and everyday communication into one recognisable promise over time.

What I would own
  • Frame audience problems before teams frame communication outputs.
  • Shape briefs, narrative platforms, channel choices, country strategies and campaign portfolios.
  • Turn personas into practical choices about relevance, messengers, timing, place and participation.
  • Advise on emerging cultural tensions and moments when the Commission should speak, listen, act or remain quiet.

Make the fragments speak to one another.

Every team and partner holds a piece of Europe. The role creates a traceable evidence base, then turns evidence into a human memory the institution can use.

VerianOgilvySocial.LabEurobarometerDG studiesMedia monitoringRepresentationsEurope DirectCitizen dialoguesSocial listeningVerianOgilvySocial.LabEurobarometerDG studiesMedia monitoringRepresentationsEurope DirectCitizen dialoguesSocial listening
01

Map

Inventory studies, datasets, owners, methods, rights, field dates and blind spots.

02

Reconcile

Connect incompatible segmentations. Separate evidence, interpretation and assumption.

03

Interpret

Combine patterns with interviews, local knowledge, observation and cultural signals.

04

Write

Give the evidence a voice, a past, a place, a contradiction and a possible future.

05

Validate

Test every portrait with local colleagues, researchers and people close to the life described.

06

Keep alive

Record provenance, confidence and change. Rewrite rather than freeze people in time.

Do not begin with what they think about the EU.

Begin with what woke them up this morning.

Illustrative narrative prototype

FR

Guillaume, 37

Angers, France
Physiotherapist, father, son becoming a carer

He earns more than his father did. He can afford less than his father could.

At 5:43, before the alarm, Guillaume sees the blue light of his mother's message under the bedroom door. The hospital has moved her appointment again. She writes that it is fine, which is how she tells him it is not. His daughter is asleep in the next room. On the kitchen table there is a form for school meals, a pharmacy receipt and the estate agent's card he has kept for eighteen months.

He is a physiotherapist in Angers. He spends his days telling people that recovery is made of small, repeated movements. He believes this. He is less sure it applies to a country. His salary is higher than his father's was at the same age, yet the house his father bought in 1998 now appears on property sites at a price Guillaume cannot imagine borrowing. He does not describe himself as poor. He says everything has become narrow.

During the Bloquons tout mobilisation in 2025, he watched the videos between patients. Some made him laugh; others embarrassed him. He did not join. Still, he recognised the arithmetic beneath the anger: the feeling of being asked to contribute to systems that no longer arrive when his mother, his daughter or his patients need them. In July 2026, household confidence in France was still well below its long-term average. Guillaume would not know the index. He knows the sensation.

Europe enters his life indirectly. It is a logo on a regional project, a rule discussed on the radio, the possibility that his daughter might one day study somewhere else. He is neither waiting to love it nor looking for a reason to reject it. He is waiting for evidence that institutions can see the life hidden inside a budget line. He would trust a presence that remembers what it heard last time.

Three portraits prove the form. A European portfolio would follow tensions across places.

Care in CoimbraIndustrial transition in SilesiaBelonging in TallinnWater and tourism in CretePlatform work in RotterdamRural loneliness in LaplandBorder life in TriesteHousing in Dublin

What changes when Guillaume is in the room?

A persona earns its place only when it changes a choice.

01

Signal

Low household confidence, fear of falling living standards, frustration with public services and fiscal fairness.

02

Human reading

Guillaume is not asking for more institutional information. He is asking whether contribution still leads to recognition.

03

Strategic choice

Lead with responsiveness and practical fairness. Avoid celebratory abstraction. Use trusted local people and specific proof.

04

Relationship action

A three-year rhythm of local listening, useful service translation, visible follow-up and stories showing what changed because people spoke.

05

Campaign role

Campaigns become high-attention chapters in the relationship, not the beginning and end of it.

06

Learning

Track whether Guillaume feels heard, understands the Commission's role, returns, participates and sees continuity.

Trust is what remains when the campaign is over.

Each year has a distinct relational task. Every action should prepare the next one.

Baseline01

Learn the life

Map trust drivers, credible voices, existing contact, absence and unmet need.

Year 102

Be useful

Listen locally. Solve small information gaps. Demonstrate relevance before asking for attention.

Year 203

Prove consistency

Repeat the relationship across people, places and channels. Follow up visibly.

Year 304

Earn trust

Show that the institution remembers, learns and remains. Invite deeper participation.

This is not intuition dressed as strategy.

It is a practical synthesis of public opinion, behavioural science, narrative research and public communication evidence.

01

Listening is trust infrastructure

The OECD links trust to the perception that institutions listen and respond. Public communication can gather concerns, inform decisions and make responsiveness visible.

OECD, Government communication
02

Biography creates recognition

A 2024 meta-analysis found that similarity between a character and an audience strengthens identification and self-referencing. Occupation and place can matter more than broad demographic labels. The effects are modest, which is why narrative must complement evidence, not replace it.

Communication Research, 2024
03

Stories support empathy and persuasion

Research on narrative immersion finds small positive effects on empathy and persuasion. A story is not a magic lever; it is a disciplined way to make complexity memorable and emotionally legible.

Human Communication Research, 2024
04

Context shapes behaviour

The Commission's own behavioural insights work highlights motivated reasoning, message framing and messenger identity. Effective communication begins with how people perceive and decide, not only with what an institution wishes to say.

JRC, Behavioural insights for communication
05

Capability must be institutional

The EU Policy Lab already combines data, storytelling, visual thinking, participation and behavioural experiments. This role would connect those logics directly to audience strategy and daily communication practice.

EU Policy Lab, 2026
06

Evaluation should create learning

The OECD argues that communication evaluation should test whether intended audiences understood, engaged and contributed, then feed the learning into future choices.

OECD Report on Public Communication

Do not outsource the Commission's narrative intelligence.

Build it into the institution, then use agencies to extend it.

01

The Storytelling Studio

A permanent practice for translating policy and audience evidence into human narrative.

02

Editorial Rooms

Monthly working sessions around one persona, one tension and one real institutional choice.

03

Narrative Clinics

Rapid counsel for briefs, speeches, campaigns, local moments and complex announcements.

04

The Playbook

Shared principles, methods, examples, ethical guardrails and tools in every relevant language.

05

Field Fellowships

Short immersions with Representations, Europe Direct, local partners and the people being described.

06

Executive Counsel

Direct strategic and editorial advice when leadership needs clarity, humanity and judgement.

Campaigns matter.
What they accumulate matters more.

The role protects the connection between the immediate brief and the long relationship.

01

Before the brief

Define the lived problem, audience tension, behavioural barrier and relationship objective.

02

During strategy

Choose the promise, messenger, moment, place and form of participation that fit the person.

03

During delivery

Connect campaign, local action, media, networks and service information into one experience.

04

After attention

Follow up, record what happened, return value to local teams and update the persona.

05

Across the portfolio

Identify repetition, contradiction, fatigue, absence and opportunities for cumulative meaning.

Trust is not one score.

Measure the conditions that create it, the behaviours that reveal it and the long-term outcome itself.

01

Responsiveness

They listen, respond and visibly adapt.

02

Reliability

They do what they said they would do, more than once.

03

Openness

They explain choices, limits and uncertainty honestly.

04

Fairness

They understand who bears costs, who benefits and who is missing.

05

Voice

People can participate and see what their contribution changed.

Relationship signals

Repeat contact, remembered commitments, perceived usefulness, local relevance and quality of response.

Behavioural signals

Returning, seeking information, participating, using a service, sharing accurately and accepting further dialogue.

Trust outcomes

Responsiveness, reliability, openness, fairness, voice and the willingness to remain in relationship.

Learning design

Baselines, pulse tracking, qualitative return visits, experiments, matched comparisons and documented adaptation.

Write vividly.
Never pretend certainty.

The more memorable a persona becomes, the stronger the duty to protect truth, dignity and complexity.

01

Evidence before invention

Every structural claim traces back to research. Fiction supplies coherence, not false facts.

02

Local validation

Representations, researchers and relevant communities challenge what feels wrong or reductive.

03

No frozen people

Personas carry dates, confidence levels, contradictions and a visible revision history.

04

Privacy by design

No identifiable person is recreated without an appropriate basis, safeguards and consent.

05

Anti-stereotype review

A red team tests whether a portrait turns a country, class, age or belief into shorthand.

06

Use with humility

A persona is a decision aid and an empathy device. It is never a substitute for meeting people.

Strategic homeCOMM.DG.02

Audience Relationship and Storytelling

Ruben Barrouk, writer and strategist

Sponsorship and strategic home

01

Dana Spinant

Executive sponsorship, cross-DG authority and a quarterly audience relationship review.

02

Anguel Konstantinov Beremliynski

Anchor the role in Strategy, Coordination and Governance; connect it to planning and priorities.

03

Telmo Baltazar

Link audience relationships with the Commission's corporate and political narrative.

Evidence and citizens

01

Johanna Pannebakker

Bring media monitoring, analysis and emerging cultural signals into the shared evidence base.

02

Gaëtane Ricard-Nihoul

Connect public opinion, qualitative research and citizen engagement; validate the portraits.

03

Olivier Smith

Include civil society, stakeholders and trusted intermediaries in the listening system.

Campaigns, countries and local action

01

Patricia Liberti

Translate relationship strategies into stronger campaign briefs and cumulative action.

02

Richard Kühnel

Mobilise the Representations and protect a genuine dialogue between Brussels and Member States.

03

Alessandro Giordani

Select country pilots and connect the persona portfolio to country strategy.

04

Dana Manescu

Turn insight into useful local action through Europe Direct and the wider network.

Evaluation and infrastructure

01

Nathalie Davies

Build the trust measurement framework and secure evaluation, rights, contracts and budget.

02

Sonja Ziemer

Create the shared digital home for evidence, biographies, actions and learning.

Country editorial rooms would connect the central practice with people such as

Jessica LarssonSwedenPierre LoaecFranceBarbara GesslerGermanyDaniel Calleja CrespoSpainClaudio CasiniItaly
Days 1 to 30

Listen and align

Agree the mandate, inventory evidence and contracts, meet the country network, select three pilots and define ethical rules.

Days 31 to 90

Build and write

Create the evidence atlas, conduct qualitative work, write the first validated personas and open the Storytelling Studio.

Days 91 to 180

Act and learn

Launch three country relationship pilots, advise live campaigns, train the first cohort and establish the trust baseline.

Portrait of Ruben BarroukWriter. Strategist. Builder of collective work.

The role needs someone who can read a dataset, interrogate a brief, build a coalition and write a sentence that stays.

Ruben Barrouk brings together literary attention and strategic practice. As a writer, he works with memory, voice, place and the contradictions that make a person real. As a strategist at Ogilvy Paris, he has built integrated teams, shaped brand and communication platforms, and connected specialists around complex problems.

His first novel, Tout le bruit du Guéliz, was selected for the Prix Goncourt and received the Académie française's Prix Mottart. His professional work has crossed consumer goods, health, corporate responsibility and the integrated communication model built for Coca-Cola around Paris 2024.

This combination is the proposition: evidence rigorous enough for an institution; people vivid enough to be remembered; strategy practical enough to change what happens next.

ContactRuben Barrouk

Writer and strategist
Paris, France