The birth of Stroïka, anti-bullshit propaganda agency. [ENG]

2 minutes, not one more.

Stroïka is a propaganda agency. Its goal is to put an end to the bullshit that has long colonized corporate discourse. Innovation. Digital. Impact. For Diana Filippova, Antonin Léonard, Arthur De Grave and Edwin Mootoosamy, these buzzwords have long been irretrievably emptied of their substance. What we need is to bring whole mythologies into existence, craft messages that truly resonate and be able to orchestrate mass engagement. These are the missions for a new kind of agency.

Stroïka’s strategic positioning: “zero bullshit”.

At the core of Stroïka’s strategic positioning is the will to incorporate a “zero bullshit” approach in the way it dedicates itself to all its clients, from the general management of large companies, to innovation or communication departments and NGOs as well as startup founders.

“We want to equip entrepreneurs, leaders and activists with the means to generate mass-engagement by putting the myth back at the heart of their discourse,” explains Antonin. This work requires understanding—and, in some measure, anticipating—contemporary socio-economic shifts. But it also means paying particular attention to the passions and affects steering them in the first place. “No society can do without myths,” adds Diana, “and we have entered both an amazing and frightening period where myths are no longer solely born from the lips of writers and politicians, but also originate from companies and people like you and me”.

This conviction forms the backdrop to the articles, talks and essays of the agency’s founders, which in turn drive the editorial line of the media they design and run on behalf of their clients: KissMyFrogs (Microsoft France),, Amédée or Turfu Express (MAIF). “We expect a certain form of friction to be an integral part of our job, precisely because we’re not here to tell people only what they want to hear and reinforce the status quo,” adds Diana. “More than just fashioning the right message, our job is to help our clients deliver the myths and visions they carried within themselves without always being aware of it. To devise the discursive strategies that will enable them to mobilize and organize large audiences,” concludes Antonin. Today, Stroïka works with the founders of startups such as La Ruche qui dit Oui (short food supply chain), WeMind (services for freelancers), and Yoyo (collaborative recycling).

A few words about Stroïka’s founders.

In 2013, the founders met and became friends. They participated in the creation of the OuiShare think tank, and contributed in particular by making the OuiShare Fest an event of international renown. As the co-authors of Société Collaborative, published by Rue de l’Echiquier in 2015, they were among the first to warn of the ambivalent consequences of the rise of platform economy.

Antonin Léonard, initiator of OuiShare and the driving force behind the development of the network in France and around the world, has accompanied the transformation of leading companies and startups. Diana Filippova, a published writer who previously headed the startup ecosystem at Microsoft France, has developed a sharp and critical view of the innovation and technology landscape. Editor-in-chief of OuiShare magazine for two years, Arthur De Grave is the agency’s pen and propagandist. Edwin Mootoosamy, who has just completed a PhD on the ways capitalism incorporates the myths surrounding innovation, acts as a liaison between Stroïka and the world of research.

Our last media.

Think positive and keep your mouth shut. [FR]

11 minutes, not one more.

“Let’s be more positive”. I hear this refrain almost every day. We should be more positive. More constructive. More optimistic. More inspiring. But all it does is fill me with the urge to visit the nearest animal shelter and eviscerate a whole litter of kittens.

Podcast #2: Putting the economy back in its place. [FR]

65 minutes, not one more.

Futur Antérieur, Stroïka’s very own radio show, is back. The concept is still as simple as ever: to make history interact with the contemporary world, searching for echoes of the past while looking out for new ideas. In this 2nd episode, we have invited essayist and economic journalist Guillaume Duval and medieval historian Sylvain Piron, with a nagging question in mind: should economic “science” be put back in its place?

Podcast #3: Living in the age of total propaganda. [FR]

66 minutes, not one more.

Here comes the 3rd installment of Futur Antérieur, Stroïka’s very own podcast. Our formula is strikingly simple: an historian faces a more contemporary guest on the set. In this episode, David Colon, a researcher at Sciences Po, debates with journalist and philosopher Clara-Doïna Schmelck. So, does propaganda have a bright future ahead of it?

Against Facebook, propaganda. [FR]

12 minutes, not one more.

Something isn’t right. The techniques of classical rhetoric are falling out of fashion. In their place, new forms of algorithmic propaganda are imposing themselves at an alarming speed. Is it time to join the resistance?

Podcast #1: The Future has run its course. [FR]

53 minutes, not one more.

Futur antérieur is the very first radio show produced by Stroika. Is the future still as futuristic as it once was? Are you a bit lost? So are we. To see things more clearly, we would like to organize a monthly debate between an historian and a modern thinker. For this inaugural episode, we are joined by historiographer François Hartog and futurologist Daniel Kaplan. Past, present and future: a three-beat waltz with a necessary touch of chaos?