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Innovation. Advertisers swear almost exclusively by word. "Innovation is to replace the term creativity in the advertising world," agrees Olivier Bronner, founder and president of the digital communication agency Plan.Net. "The rise of new technologies has gradually led to a renewal of discourse and forms of advertising."

To measure the effectiveness of this new language with consumers, agencies and Dufresne Corrigan Scarlett Plan.Net in partnership with the magazine and Influencia OpinionWay Studies Institute, created last year the Observatory of the advertising innovation. "There was no study to compare the bias of advertisers innovation and public perception," says Olivier Bronner.

Engagement Marketing

* The second edition of the Observatory of Innovation Advertising, whose results were published this summer shows that Chocapic that 3D technology called augmented reality on its cereal packets, and Aubade, who hosted a performing arts in the streets of Paris to present his website "French Art of Loving", stand for 82% of French as the most innovative. Their common? Both have relied on the use of new technologies and interaction with consumers.The winning cocktail, in fact.

"When an ad sends the product characteristics in a participative and fun, the consumer has the impression of being subjected to a purely commercial, but rather to be involved in a demonstration, decrypts the President Plan payday loans.Net. Engaged emotionally, the consumer becomes a "brand ambassador".

Thus, the concept of "Advertainment" – contraction of the English words "advertising" (advertising) and "entertainment" (entertainment) – has provided document. Kit Kat is required to third in the standings thanks to Christian, the hero of the series published by the mark in the magazine Closer. The Navy, meanwhile, was seduced by the reality TV. His campaign posted on the Internet is ranked ninth.

"Mix advertising and entertainment is now regarded as innovative by the general public," said the observatory. This blurring of boundaries is a game both ways. Witness the campaign by Intermarché for 40 years on the mode of "public-reality 'at large reinforcements of television spots featuring the host star of TF1, Denis Brongniart.

The challenge of credibility

Ranked eleventh out of twelve winners in this second edition, this campaign has not really appealing. 43% of French people consider innovative. "Advertisements should remain consistent with the idea that is the consumer brand." For advertisers, there is the legitimacy and credibility of their messages. "He must therefore respect the experimental basis of the relationship between the brand and the customer," warns Oliver Bronner.

Olivier Bronner, president of Plan.Net.

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The U.S. stock market should open a very slight decline on Thursday. The index futures are predicting a small opening in lower indices on Wall Street. Futures on the Standard & Poor's 500 symbolically retreating from 0.02% to 1 081.50 points and those on the Nasdaq 100 grappillent 0.04% to 1 820.50 points. On Wednesday, the NYSE boosted by the publication of an indicator better than expected U.S. manufacturing, which has eased concerns over the takeover led to depression of investors in August surged forward. The Dow, which fell 4.3% in August, its worst performance this month for nine years, rebounded 2.54% to 10,269 points.The Nasdaq gained 2.97% to 2177 points while the S & P advanced 2.95% to 1080 points.

On the foreign exchange market, the euro was up slightly against the dollar in the morning, but struggled to increase its gains amid anxiety before the monthly monetary policy decision of the European Central Bank (ECB) and on the eve the very important report on employment and unemployment in the United States. The European currency traded at 1.2819 dollars against 1.2807 dollars late Wednesday afternoon.

Overseas, a new set of indicators is the program on Thursday, pending the release of employment figures tomorrow.Investors await including weekly claims for unemployment benefits, the second estimate of productivity in the second quarter, industrial orders for July and the promises of home sales for the month of July.

On the side of values, the automotive sector should stand today. The month of August has actually been the worst for U.S. auto industry since 1983. Sales fell 21% to 11.47 million vehicles. Ford Motor has reported a sales decline of 11%. General Motors, which is preparing an offering of securities to reduce by nearly 61% of the state capital, reflecting a drop in its sales by 25%.

Always on the side of values, the U.S. computer giant Apple has unveiled the updated version of its iPod portable should be very surrounded.The Apple brand has also significantly lowered the price of its Apple TV boxes, for playback on a television screen high definition video from a computer.

Also note, Henri Termeer, the boss of the U.S. biotech Genzyme, acknowledged that his company sought after by Sanofi-Aventis is for sale. Genzyme is good to sell, "but not at $ 69 per share, or $ 18.5 billion in total, as proposed by the French said parton biotech.

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Thousands of patrons are expected today on the HEC campus in Jouy-en-Josas, a suburb of Paris to attend the first day of summer schools of the MEDEF, will run until Friday.

Re-elected handily in July for a second term of three years, Laurence Parisot has decided to head for the international competitiveness of enterprises. It therefore logically chosen as the theme for this event "The strangeness of the world" to show how the economic crisis has transformed the rules and forces companies to explore new modes of employment. "We face a world that we know but we do not recognize: we know China and India, but we did not imagine they would change so quickly at this point," says the President of the MEDEF.

175 stakeholders from 27 nationalities will be present during these three days.The opening session will be addressed by business leaders from North and South. Hari Bhartia, President of the Confederation of Indian Industry, John Chambers, CEO of Cisco, a giant high-tech American, Jacques Diouf, FAO Director General, Tom Donohue, president of the U.S. Chamber of Commerce and China's Yan Wan , founder of sina.com, China's first website information on the Internet, will interact with Laurence Parisot.A telepresence, an improved form of teleconferencing, will allow the Chinese to attend these debates.

Defending entrepreneurship

Ten cabinet members, including Christine Lagarde, Minister of Economy, Herve Morin, Minister of Defense, and Hervé Novelli, Secretary of State for SMEs and Crafts, as well as leaders of the CAC 40, which Frederick Oudéa , CEO of Societe Generale, and Christophe de Margerie, Total's CEO, will participate in these universities.

Medef will also defend the spirit of enterprise and new forms of entrepreneurship as a freelancer. The employers' organization wishes to put his back under the banner of "competitiveness more equitable.

She also wants to emphasize the key role of medium-sized companies employing between 250 and 5000 employees, SMEs and micro enterprises to resume growth.Laurence Parisot hope that the next G20 dealing with the matter of funding.

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According to the latest figures published by the Centre for Documentation and Information Assurance, 500,000 people each year in France are victims of dog bites. And 60,000 cases require hospitalization. There is no data in France for the financial evaluation of these accidents. The U.S. comes in contrast to publish figures. In 2009, 4.7 million dog bites have cost 412 million dollars to U.S. insurers. A sales up 6.4% compared to 2008. On average, a complaint involves the payment of $ 24,000 to the victim. Swiss insurers were also interested in the costs of the bites. Nearly 10,000 people are attacked each year, and the invoice amount to 3.3 million Swiss francs per year (about 2.5 million euros) for insurers.The vast majority of dogs live happily without causing an accident, the teacher must still ensure ensure their pets to avoid disappointment. French law provides that the person having custody of an animal's owner or a person to whom it was entrusted for a long time – is responsible for damage that it causes.

Residential Property and Casualty

Most dogs can be insured under the "liability" with the contract signed comprehensive home for the accommodation of their owners. It is nevertheless necessary to learn about the extent of the guarantee.Some insurers do not cover all the damages and provide for the retention of a franchise.

In addition, this type of insurance that takes into account the damage caused by dogs to others (people being run down, bites, car damaged when it struck …) If the damage takes place at the home of the owner, only insurance including a comprehensive coverage will pay for furniture. Furthermore, companies may make the acceptance of the contract to different criteria. The age of the dog is particularly taken into account. If the animal has never been satisfactorily and has over ten years, the coverage may be denied.But other features can also complicate the underwriting of insurance, such as whether the dog is used as part of an occupation, size or race.

The category of dog

Many news items in recent years have indeed tightened regulations. Three pieces of legislation have established a classification of animals known as "dangerous." Several breeds have been grouped into two categories: the dog considered "attacking" (Tier 1) those of "custody or defense '(category 2). However, the law requires owners to purchase liability insurance for such animals. If the contract owner's insurance does not cover these risks, most companies offer the added option by paying an additional fee.If this is not the case, the owner will change insurers and take out insurance with another company that offers this option because it can not be purchased independently of a housing contract.

Finally, we must know that all these contracts do not cover the costs of care for injuries suffered by the animal. This will require specific health insurance, whose coverage is also more or less extended from reimbursement of veterinary consultations, to support operations or vaccine in France only 2% of the animals have health insurance, against 80% in Sweden.

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Essilor International shows a rebound in sales of 15.8% in the first half to 1,926 billion euros. The world of ophthalmic lenses has seen its sales boosted by several acquisitions such as U.S. and Signet FGXI Armolite. In all, Essilor has acquired or increased its stake in thirteen companies in the first half, representing an additional turnover of approximately 80 million euros.

Excluding currency and acquisitions, growth in turnover is 5.9%, "in line with its annual target," the company said in a statement.

Sales of optical equipment and lenses, more than 92% of group turnover, rose by 10.7% as reported. North America, Essilor which makes 43.5% of its activity, grew by 8.1% as reported.The rise of Europe, which represents 39.6% of sales, rose slightly less (6.4%). Latin America, however, mark a sharp increase of 47.1% to 88.6 million euros, barely 5% of sales.

Net income for Essilor is down slightly from 1.3% to 197.5 million euros. The group is penalized by the provision of 41.5 million euros to pay the fine imposed by the German competition authority (Bundeskartellamt) for formation of cartels.Adjusted for this provision, net income reached 238.8 million euros, an increase of 19.3%.

Essilor confirms its annual targets

"In the second half of 2010, in a context of renewed activity still fragile, Essilor will pursue the strict implementation of its strategy of growth based on new products, geographical expansion, acquisitions and organic conquer the environment range, "the group said.

This announcement had already acquired majority stakes in two U.S. since the end of the first semester in the laboratory and in the Gulf States Pasch. Essilor has also sold its stake in early August Sperian Protection which represented 15% of capital.This sale will record a gain of 27 million euros in its accounts in the second half.

The manufacturer of ophthalmic lenses confirms target for 2010 sales up 5% to 7%, excluding currency and strategic acquisitions, and margin contribution stable excluding acquisitions and strategic change IFRS. In the first half of 2010, the margin of Essilor has eroded slightly over the same period in 2009, yielding 0.1 percentage points to 18%.

At the Paris Bourse, the title Essilor yields 2.74% to 46.88 euros at 10:00. It displays the largest drop and the CAC 40, itself in decline 0.62%.

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Opening in fall of 0.25% at 10,015 points, the Dow Jones continues on the downward slope. The 10,000 points are close, while Monday and Tuesday, the index has already fallen sharply.

On Wednesday, new orders for durable goods in the U.S. rose 0.3%, much lower than expected in July, and after two consecutive months of declines. A further blow, when an increase of 2.8% was expected, especially by public transport, with the Farnborough Airshow (47 billion dollars in one week).

Fears of a slowdown in economic activity grows with each new bad news in that order. Just yesterday, sales of existing homes fell more than 27%, which has shaken global stock markets.And U.S. growth should be revised down sharply on Friday.

The technology followed

As for values, technology, which derive from several days down the coast, remain controlled. Especially since they are also often at the heart of big mergers and acquisitions.

The investors thus have an eye on Cisco (-0.9% to 20.93 dollars) and Dell (0.73% to 11.67 dollars), penalized by expectations of raising its bid for 3PAR (-1 , 07% to $ 26.75).The maker of data storage systems has announced on Tuesday he gave three days at computer maker Dell to revise upwards its bid after bid "probably higher" Hewlett-Packard ( HP, 0.37% to 38.53 dollars).

The saga of the hostile takeover of mining giant BHP Billiton (-1.12% to 64.69 dollars) – which today presents its annual results, with net profit more than doubled in 2009/10 to 12.72 billion dollars – the king of fertilizers Potash (-1.42% to 146.99 dollars), seeking a white knight, bounces. The U.S. stock regulator, the SEC said on Tuesday the freezing of financial assets of two Spanish, one part of Banco Santander, on accusations of insider trading in the attempted takeover of Canadian fertilizer producer Potash mining group BHP Billiton.

On the occasion of the presentation of its accounts, however, BHP Billiton is used to calm speculation the event of any significant raising its hostile bid of 39 billion dollars (30 billion euros) Potash fertilizer leading manufacturer in the world, despite the magnitude of his war chest.

The U.S. computer giant Apple (-0.15% to 238.58 dollars) is close to a deal with Disney media groups (-0.5% to U.S. $ 31.98) and News Corp., parent of chains Television, Fox to offer their series to rent on iTunes, said Tuesday the New York Times.

Campbell, world number one soup, advances in its acquisition of Britain's United Biscuits, and more specifically, its branch Biscuits, which represents three-quarters of its business.

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The index futures Standard & Poor's 500 and Nasdaq 100 fell back modestly, respectively, from 0.04% to 1049.40 points and 0.17% to 1770.75 points in mid-day. The Dow Jones is projected to open in tiny drop of 0.06%

The U.S. stock market could then recover a bit, after falling heavily on Tuesday night. They have been depressed by the announcement of resales of existing homes to a record low. The Dow Jones has sold 1.3%, barely above the 10,000 points, to 10,040.45 points exactly. Fears of a slowdown in economic activity grows with each new bad news in that order. Especially since U.S. growth should be revised down sharply on Friday.

Meanwhile, on Wednesday, the new macroeconomic indicators should be more optimistic than yesterday. Sales of existing homes could well rebound.Orders for durable goods may for them be more frank increase in July. An increase in relative terms, however, because it will rely heavily on transport, especially for orders received in July, at the last Farnborough Air Show (47 billion dollars in one week).

As for values, technology, which derive from several days down the coast, remain controlled. Especially since they are also often at the heart of big mergers and acquisitions.

Investors keep an eye on Cisco (-2.5% Tuesday in closing) and Dell (-3%), penalized by expectations of raising its bid for 3PAR.The maker of data storage systems has announced on Tuesday he gave three days at computer maker Dell to revise upwards its bid after bid "probably higher" Hewlett-Packard ( HP).

The saga of the hostile takeover of mining giant BHP Billiton (which today presents its annual results, with net profit more than doubled in 2009/10 to 12.72 billion dollars) on the King of Potash Fertilizer in search a white knight bounces. The U.S. stock regulator, the SEC said on Tuesday the freezing of financial assets of two Spanish, one part of Banco Santander, on accusations of insider trading in the attempted takeover of Canadian fertilizer producer Potash mining group BHP Billiton.On the occasion of the presentation of its accounts, however, BHP Billiton is used to calm speculation the event of any significant raising its hostile bid of 39 billion dollars (30 billion euros) Potash fertilizer leading manufacturer in the world, despite the magnitude of his war chest.

The U.S. computer giant Apple is close to a deal with media companies Disney and News Corp., parent company of TV channels, Fox series to offer their rent on iTunes, said Tuesday the New York Times.

Campbell, world number one soup, advances in its acquisition of Britain's United Biscuits, and more specifically, its branch Biscuits, which represents three-quarters of its business.

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Potash did not find "white knight", but, as expected, refused the offer considered inadequate for BHP Billiton. It is thus a failure for BHP Billiton, one week after Potash rejected his friendly offer of 38.6 billion dollars. "The board of directors of Potash Corp. is unanimous in its opinion that BHP Billiton's offer significantly undervalues the group and reflects neither its number one position in a strategic sector or our growth prospects unparalleled, "said the CEO of the Canadian group, Bill Doyle in a statement. The Canadian group calls its shareholders to reject hostile bid also BHP Billiton.At the London Stock Exchange, the markets welcomed information: the action BHP Billiton gained 2% to 1,857.50 pence in a market up 0.80%.

Confirming the information conveyed by some media as the Wall Street Journal and Bloomberg, Potash studying "alternative transaction" with other potential buyers. "Discussions are taking place with several of these third parties in order to generate value-creating alternatives" Potash Corp. has developed.

The Wall Street Journal, a consortium led by a Chinese investment fund, Hopu Investment Management, is studying the possibility of submitting a bid to Potash.As for Bloomberg, he argues the tracks of Chinese Sinochem and Brazilian Vale.

The world's largest producer of potash hopes to make this operation more than 39 billion dollars (30.7 billion euros) proposed by BHP Billiton.

The Anglo-Australian mining giant BHP Billiton last week announced a hostile takeover bid that values Potash Corp. of around 40 billion dollars, 31 billion euros, which opened formally on Friday.

The French insurer Groupama has released disappointing interim results. Its net profit reached 127 million euros, down 23.6% YoY. The group accuses the shock of the storm Xynthia and high volatility on financial markets.

Its combined ratio of activities damage (sum of management fees and cost of claims in the total premium income) deteriorated to 104.5%: insurance costs thus exceed the premiums. This poor performance is explained by the ravages of storms, but also by the increase in automobile accidents.

Groupama maintains its ambition to achieve by 2012 an operating profit of 700 million euros. In the first half of 2010, this result was limited to a modest 179 million euros."Programs to improve the operational performance will continue during the second semester," pleaded John Azema, CEO of the mutual group.

Groupama has been preparing since early 2006 to go public. The operation would be launched following a major acquisition. Acquisition, still awaited. The time of the introduction has not yet come, but the operation remains in the long-term strategy of the mutual insurer, however, provides the CFO Christian Collin.

The cost of electricity will increase. The Department of Ecology and Energy has announced on Tuesday an increase of electricity tariffs by 3.4% on average, applicable from 15 August. Individuals will be affected up to 3%, and small, medium and large enterprises respectively 4%, 4.5% and 5%.

In accordance with normal procedures, the government seized on Tuesday of this project Regulatory Commission of Energy, however, that issue an advisory opinion. Whatever the opinion, the increase in electricity rates should cover 28.5 million individual customers and 4 million companies, representing 94% of French consumers.Last year, the bill had already risen on average by 2.3%.

With this new increase, the government is "to bring the price of electricity from its actual cost, in line with an opinion a few days ago by the International Atomic Energy Agency (IEA) low rates payday advance.

In its report, the IEA was concerned because of the artificially low price of electricity in France. Prices are set ultimately by the government, the agency stressed that they are therefore likely to be "politically motivated" and is well below the rates charged by our European neighbors. Even after this increase, prices should remain at 25-35% lower than the European average, the government argues.A low level that would jeopardize the development of new nuclear capacity French, believes his side the agency.