To celebrate audacity, the commercial strategies congress in Reunion, which will celebrate its 5th anniversary this year, could not welcome a better guest than Thierry Cotillard. Major player in the current reorganization of French mass distribution, building on the enormous success of Intermarché’s 2025 Christmas advertising film, the president of the Groupement Mousquetaires has become one of the most influential business leaders in France. He will speak on the themes of the 2026 program, reflection of changes in commerce. Explanations with the president of ORA Groupe, leader in field marketing in mainland France as well as in Reunion with its subsidiary OP Marketing Services, and at the origin of the annual StratCo Run meeting : Rémi Baetslé.
Meeting Leader : In the person of Thierry Cotillard, StratCo Run invites a leading executive. Do you want to mark with a white stone the fifth anniversary of the congress? ?
Rémi Baetslé : From the beginning, we strive to invite recognized personalities in mainland France, leading experts and leaders, often difficult to approach. To blow out our five candles, luck smiled on us : the planets have aligned. This is an exceptional gift, both for the business leaders present and for StratCo Run, to be able to count on the participation of Thierry Cotillard.
Besides this exceptional guest, how will the 2026 edition differ from previous ones ?
Its program is part of the founding values of our event. Let's remember : the primary objective was to highlight the vitality of Reunion trade. By welcoming a significant number of new speakers this year, we reinforce the idea that Reunion is a dynamic territory. We want the business leaders present to become fully aware of its strengths and the competitive advantages they can gain from them.. StratCo Run is not intended to become a massive event, but we want to increase the quality of this day while preserving its convivial dimension.
The 2026 edition will address topics such as the impact of AI on the commercial profession, transfer of businesses, or La Réunion, the commercial hub of the Indian Ocean : is the congress broadening its areas of interest ?
For four editions, we explored these issues from various angles. This process continues. However, certain themes have taken on a new dimension, like artificial intelligence and data. Our ambition was to identify local talents capable of talking about AI, showing that innovation is not confined to Silicon Valley ! Transmission also emerges as a key theme. To shine, dynamism is certainly essential but sustainability is just as important. How to anchor projects over time ? The ability to perpetuate initiatives, to keep them alive through the generations is the nature of man. To create this bridge between past and future, we imagined a dialogue between an experienced manager and a young talent. Finally, Reunion Island is at the heart of an exchange ecosystem that goes beyond its borders. It is time to highlight this regional dimension of the island’s commercial and industrial activity.
The StratCo Run congress is organized by the INOE Formation association, which also trains young people without qualifications for trades in commerce. What has happened over the past year for INOE ? Has his message evolved ?
Based in Saint-Paul, INOE Training aims to intervene wherever it is needed. Until now active mainly in mainland France, it extended its action to the Indian Ocean by organizing its first training sessions in Mayotte. In the meeting, the message does not vary : the association is always listening to requests for training in its specialties.
What is your view on the economic situation and its consequences on trade? ?
The period of economic calm with low inflation is coming to an end. Companies are becoming more cautious : they postpone or reduce their investments. Households are in a similar position. Two demographic trends also characterize the situation. On the one hand, the population over 60 years old, which represents a massive savings. On the other, a youth in search of innovation and bearers of strong aspirations. This duality creates opportunities for many economic actors.
Concerning commercial outsourcing professions, what does this imply ?
Our challenge, it is to support companies in their resilience in the face of crises while reducing implementation costs. To achieve this, we implement innovative operating methods : cooperation between companies, exploitation of synergies between similar or complementary needs. We offer shared support, which allow large-scale actions to be carried out simultaneously for several clients. These new models, flexible, now constitute the heart of our business.
The “musketeer” of distribution
Recognized for his ability to unite teams, the entrepreneur leads an ambitious development strategy.
He was born in 1974 in Saint-Brieuc. Thierry Cotillard has spent his entire career within the Groupement Mousquetaires, which brings together the Intermarché brands, Netto and Bricomarché. The business manager started as a worker at Intermarché in Italy. in 2002, he is appointed general secretary of the Mousquetaires for the Center-West region, then in 2005 general secretary of the Vêtimarché chain (became Vêti in 2006). In 2007, here he is the owner of his first Intermarché store in Issy-les-Moulineaux (Hauts-de-Seine) and member of the group. He then held several key positions : in 2011, responsible for the food offering of the Intermarché group then from 2015 to 2020, Chairman of the Board of Directors of Intermarché. This rise leads him to the presidency of Groupement Mousquetaires in 2023., unanimously elected by the partners. Graduate of the National Higher Institute of Agri-Food Training (INSANELY) and HEC, the entrepreneur establishes an ambitious development strategy. Particularly with the acquisition of Casino stores (280 points of sale) and Colruyt (81 supermarkets), as well as the conversion of the 111 Bricorama points of sale into Bricomarché planned by 2027. Groupement Mousquetaires achieved a turnover of 48% in 2025.,6 billion euros (excluding fuel), up 4%. Growth driven in particular by the Intermarché and Netto food brands, who saw their sales in France increase by 5%. Thanks to these acquisitions and a partnership with Auchan, Thierry Cotillard has set the goal of reaching 20% market share by 2028.
The unloved wolf, a phenomenal audience
If Thierry Cotillard is now a familiar face to the French, it’s also thanks to the Intermarché Christmas advertising film “The Unloved Wolf”. The story of a wolf saddened by the fear he inspires in other animals and who consequently becomes vegetarian to be accepted by them... Broadcast from December 6, 2025, this film full of emotion has since enjoyed global success which still continues unabated. : more than three billion views !
