Vivalea, Silver Valley, Forge, Velatir, 33 Trucs and Noreve: six new clients whose key topics are already set to dominate the coming months
Six new clients are joining La Nouvelle Agence as the 2026 season gets underway: Vivalea, Silver Valley, Forge, Velatir, 33 Trucs and Noreve. Why mention this now? Because their topics are already set to dominate the coming months: an ageing population, the role of AI in business, staff training and more sustainable consumption. We’re supporting them all with press relations, and National Carers’ Day on 6 October kicks things off.
By Mathilde Filiputti, Project Director, Press Relations & Marketing at La Nouvelle Agence.
In summary in this article:
- Six new clients are joining La Nouvelle Agence at the start of the 2026 season: Vivalea, Silver Valley, Forge, Velatir, 33 Trucs and Noreve.
- All are receiving support with press relations. Noreve also benefits from an influencer programme.
- They span three sectors: the silver economy and carers, AI and workplace training, and premium products and expertise.
- What they have in common is that each is working on a topic the media will be covering in any case over the coming months.
- We draw three PR lessons from this, one for each sector: align with the calendar, prove before you promise, and tell the story behind the action.
- The common thread of the season: useful innovation.
The start of the new season is when editorial teams set their angles for the season and when executives finalise their priorities. This year, the two agendas overlap significantly.
Enabling people to remain in their own homes, support for carers, the regulated adoption of artificial intelligence, and upskilling employees: these topics are featuring prominently both in public debate and in boardrooms. Companies that provide concrete solutions to these issues therefore have a place in the media.
What we observed: six companies, three major topics for the season
Whilst preparing these six support programmes, one common thread struck us: each of these companies is working on a topic that the media will be covering in any case over the coming months. They don’t need to generate interest; they need to position themselves within it.
Ageing well and supporting carers
Vivalea is an impact-driven start-up that positions itself as a one-stop shop for well-being and ageing well. It supports individuals, their family carers and employees who act as carers by coordinating, all in one place, day-to-day support, home adaptations and social connections. With National Carers’ Day on 6 October fast approaching, its work with employee carers takes on particular significance.
Silver Valley is Europe’s first innovation hub dedicated to demographic transition. It brings together more than 230 organisations from the Silver Economy and has supported or analysed more than 2,500 entrepreneurial projects dedicated to ageing well.
AI and workplace training
Forge, the ‘AI Performance Officer’ developed by Rise Up, integrates AI coaches into employees’ daily work to develop their skills and measure the impact on the company’s performance.
Velatir, a European platform for AI governance and adoption, helps companies to oversee, secure and manage the use of artificial intelligence within their teams. It has just raised €5 million and is making its debut on the French market.
33 Trucs, a Marseille-based start-up accelerated by ZEBOX (CMA CGM), transforms critical company messages into measurable mobile microlearning stories, delivered via the tools that frontline teams already use.
Premium quality and expertise
Noreve, founded in Saint-Tropez in 2003, designs high-end protective cases for smartphones and mobile devices, as well as small leather goods. Its signature slogan, ‘The Haute Couture of Accessories’, is based on the quality of its finishes and a high degree of customisation: leathers, textures, colours and linings. For the brand, we combine press relations with influencer marketing.
3 PR lessons
Twelve years of press relations have taught us that you do not approach a business journalist, a tech journalist and a lifestyle editorial team in the same way. Here is our advice for each of these three sectors.
1. Silver economy: align with the calendar and put a face to the issue
Vivalea’s support for employee carers runs all year round, but it is in the run-up to National Carers’ Day that it finds its place in the media.
Our advice: identify the events already marked on editorial teams’ calendars and get there before they do, as a story for a national day is prepared several weeks in advance.
Next, bring the story to life. When it comes to ageing, a journalist is first and foremost looking for a story: a carer, an employee or a family. Statistics provide backing, such as the 230 organisations and 2,500 projects in the Silver Valley, which give a sense of the scale of the movement. Present personal accounts and data together, and consider HR and management sections as well as health sections.
2. AI in business: in the face of information overload, proof takes precedence over promises
Every day, newsrooms receive announcements promising to transform everything through AI. What makes the difference today is the evidence. Velatir talks about governance and securing usage; Forge focuses on measurable impact on performance; 33 Trucs highlights measurable results on the ground. Three different offerings, the same vocabulary: overseeing, managing, measuring.
Our advice: come prepared with a concrete use case and quantifiable results, and have a spokesperson ready who can also discuss the limitations and risks, as this is what lends credibility. Bear in mind that a fundraising round opens only a brief window of opportunity. You need to plan the follow-up right from the announcement: an expert feature, an opinion piece, data that will keep journalists coming back to you.
3. Premium: tell the story behind the product, not just the product itself
In the premium sector, a product press release isn’t enough. What interests a lifestyle editorial team is what lies behind the object: its origin, the materials, the craftsmanship, the signature style. Noreve has all of this, with over twenty years’ experience in leatherworking and customisation extending right down to the lining.
Our advice: let them see and feel it. Send the product, give them a behind-the-scenes look at the manufacturing process, and pay close attention to the visuals. And get the press and influencers working together rather than in parallel: the press establishes the brand’s legitimacy, whilst influencers showcase the product in the lives of those who use it.
The LNA Perspective
Our guiding principle this season can be summed up in two words: useful innovation. Diverse markets, but companies that all provide concrete solutions to the transformations taking place in society and the world of work.
“The start of the new season is always a key moment for establishing a brand in the media landscape. We’re proud to be kicking it off alongside these six new clients, each of whom is addressing issues at the heart of current affairs,” emphasises Yasmina Madafi, co-founder of La Nouvelle Agence.
Six new clients across three regions, all sharing the same approach: linking what the company does to the issues already dominating public debate. We’ll be returning to this section to highlight the key moments for each client as the season progresses.
Who are La Nouvelle Agence’s new clients for the start of the 2026 season?
Vivalea, Silver Valley, Forge, Velatir, 33 Trucs and Noreve.
What support does La Nouvelle Agence provide them with?
All six clients receive support with press relations. Noreve also benefits from an influencer marketing programme.
What areas are these six companies working on?
Across three key areas: ageing well and support for carers (Vivalea, Silver Valley); AI and workplace training (Forge, Velatir, 33 Trucs); and premium products and craftsmanship (Noreve).
How can we get the media talking about the silver economy?
By aligning with editorial calendars, such as National Carers’ Day, and reaching out several weeks in advance. It is also essential to provide both a personal account and statistical data.
How should we communicate about AI in business to journalists?
By providing proof before making a promise: a concrete use case, a quantified result and a spokesperson capable of discussing the limitations and risks as well.
What should be done following the announcement of a funding round?
A funding round only opens a brief window of media coverage. You need to plan the follow-up as soon as the announcement is made: expert commentary, an opinion piece, and data that will bring journalists back.
How can a premium brand capture the interest of the lifestyle press?
By telling the story behind the product: its origins, materials and craftsmanship. Sending the product, offering a behind-the-scenes look at the manufacturing process and involving the press and influencers will strengthen the campaign.
To find out more: contact LNA
Do you have a topical story and want to get it covered in the media? Contact La Nouvelle Agence.
