On 26 August 2026, Nicolas Masson, founder of tigrz, spoke at REF 2026, the MEDEF’s back-to-business event at Roland-Garros, alongside Gaultier Brand-Gazeau (TikTok) and Romain Renouvin (Carrefour France), led by Fabrice Lundy. Topic: the role of platforms in business growth.
REF 2026: “Courage” as the watchword
“Courage” was the watchword of this 2026 edition of the REF, the MEDEF’s back-to-business event held at Roland-Garros. tigrz was invited by MEDEF Paris and by TikTok to share a view on how companies can build new growth relays with platforms while preventing the risk of dependence.
How to build growth with platforms without becoming dependent on them?
Four convictions were shared during this round table:
- Master your data.
- Diversify your media mix.
- Keep control of your message and your brand.
- Measure performance by focusing on the real increment generated for the business.
These principles guide our Media Performance and Social Ads work and our approach to effectiveness measurement.
Companies are becoming content producers themselves and, more and more, media. TikTok illustrates this particularly well. The platform is a place of discovery, search, recommendation and now commerce.
Nicolas Masson, founder of tigrz
What does Social Commerce change for brands?
Journeys no longer follow the boundaries between social, search, media, content and commerce. Nicolas Masson illustrates it this way: a person may discover a brand on TikTok and then go and confirm it on ChatGPT, or be recommended a brand on ChatGPT before going to check its authority, desirability, content and community on TikTok.
This reflection came at a time when tigrz was launching, that same week, its first campaigns on ChatGPT for its clients. For companies, the challenge remains to seize these new uses early enough, while keeping control of their data, brand and customer relationship.
tigrz and TikTok: proven expertise
This talk is part of tigrz’s expertise on TikTok: discover our TikTok Excellence page, with the ba&sh, AMI Paris, Alain Afflelou and Clarins case studies published by TikTok for Business, or the Alain Afflelou, from 0 to 700,000 followers on TikTok case study.
Sources: LinkedIn post by Nicolas Masson; Nicolas Masson’s profile on the REF website (in French). Thanks to MEDEF Paris and TikTok for the invitation.
Going further. See also our approach to strategic consulting, our TikTok Excellence page and the Longchamp client case.
On the same topic: « Alexandre Pasté, juror at the TikTok Ad Awards » and « How TikTok accelerates Longchamp’s Social Media momentum ».
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