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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.

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%.

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.

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 U.S. equity market, should try to regain a little high on Monday. The index futures indeed predict a slightly higher opening on Wall Street. Futures on Standard & Poor's 500 and Nasdaq 100 advancing in effect 0.55% to 1 070.50 points and 0.51% to 1 812.10 points. On Friday, the New York Stock Exchange had fallen heavily, cooled by the low morale of American consumers and a series of disappointments on corporate earnings. The Dow Jones lost 2.51% to 10,099.26 points and the Nasdaq 3.11% at 2 179.05 points. The Standard & Poor's 500 broad, fell 2.88% to 1 064.91 points.

Today on the foreign exchange market, the euro off again on the rise against the dollar in the morning.Investors took advantage of a slight decrease of the single currency during the weekend to make purchases on the cheap, while the greenback was penalized by fears about the strength of the U.S. recovery. The euro was at 1.2959 dollars against 1.2926 dollars on Friday night.

Week decisive

The week will be decisive promises to Wall Street.

The main highlight at the macroeconomic level should be bi-annual speech of the President of the Fed Ben Bernanke on the economy and monetary policy before two congressional committees. He will testify first before the Senate Banking Committee Wednesday, the day when President Barack Obama enact the law on the reform of regulation of Wall Street.And the next day, he will address the Financial Services Commission of the House of Representatives.

As for the days to come, is also a whole bunch of statistics, including real estate, with housing starts tomorrow and sales of existing homes on Thursday.

The week will also see another round of results.

According to specialists of Aurel BGC, the main publications of the week are those of IBM (now), Goldman Sachs, PepsiCo, State Street and Johnson & Johnson (Tuesday), Altria, of Eaton, eBay, EMC, Coca Cola, Wells Fargo and Qualcomm (Wednesday), 3M, AT & T, Caterpillar, UPS and Microsoft (Thursday) as well as those of Schlumberger and Verizon (Friday).

Also note, always on the side of values, the Wall Street Journal, Motorola is close to a deal to sell its business network supplier Nokia Siemens Networks for 1.2 billion dollars. Last month, Motorola announced its desire to split the company into two in the first quarter of 2011 with a side activities supplier network and the other the mobile phone business.

Also according to the Wall Street Journal the company Emirates Emirates Airline is expected to announce today an order for 30 aircraft over long-haul Boeing 777 aircraft.

The CAC 40 is left substantially in the red half an hour after the opening of Wall Street. After opening on a note hesitant index in Paris gained 0.77% to 3609.53 points. but the announcement of disappointing results that are mixed and macroeconomic statistics have undermined the morale of the few investors present that day in the markets. At 16 hours, ACC drops 2.5% to less than 3,500 points.

On the foreign exchange market, the euro is strengthening its progress against the dollar. Fears about the economic recovery in the U.S., more and more vivid, weigh on the dollar.At mid-session, the euro was worth 1.2971 dollars against 1.2941 dollars the previous day.

On the macroeconomic front, consumer prices in the U.S. declined for the third consecutive month in June because of falling energy prices, official figures released Friday showing that inflation remains contained in a context of stagnating domestic demand. The index of consumer prices adjusted for seasonal variations show a decrease of 0.1%. Economists and analysts polled by Reuters had expected a price stability after a decline of 0.2% in May

The morale of U.S. households has deteriorated in July fell to its lowest level in 11 months because of fears about the economy, according to preliminary results from the monthly survey Thomson Reuters-University of Michigan.The index of consumer sentiment stood at 66.5 against 76 in June and 74.5 expected by economists to Reuters. The index measuring consumers' judgments on the current economic situation has emerged to 75.5, its lowest level since November 2009, against 84 expected and 85.6 last month.

The banking and automobiles in the spotlight

After the adoption Thursday of the reform on Wall Street and encouraging results from JP Morgan, the bank is well oriented on Friday: Societe Generale rose 0.49% to 38.02 euros and Credit Agricole was up 0.58 % to 9.34 dollars and BNP Paribas gained 0.62% to 49 euros.

The car values also outperform the CAC 40.They benefit from the announcement of Renault, with its Japanese partner Nissan will invest 300 million euros in the construction of a plant of Russian automaker Avtovaz order to produce together a small car from 2012, reported the Nikkei business daily. The Renault share gains 1.80% to 35.06 euros, bringing in its train rival Peugeot, which climbs as 2.26% to 24.24 euros payday loan lenders.

On a visit to Tokyo, Prime Minister Francois Fillon said France was "open" to the entry of Japanese conglomerate Mitsubishi Heavy Industries in the capital of the nuclear group Areva (-1.67% to 335.15 euros) .

Carrefour (-0.16% to 35.28 euros) published a quarterly revenue slightly exceeded expectations thanks to its positions in emerging countries and announced the signing of a new partnership in China.Over the period April to June, the group saw its turnover totaling 24.92 billion euros, up 6.3% over one year.

Seb (-0.10% to 58.5 euros) has announced an increase in sales in the first half due mainly to a favorable currency impact and good dynamic emerging countries. Its turnover grew by 13.1% at current exchange rates and 9.4% at constant exchange rates.

Lafarge (+0.33% at 41.31 euros) concluded Friday the sale of 11.2% of its business in Malaysia for a net total of 141 million euros in the divestment program initiated by the World number one cement.Following this, the group will remain the principal shareholder of LMCB with a 51% and will retain management of the business.

Axa to discuss its Asian subsidiary

Axa Asia Pacific (AAP) and its parent, Axa (1.35% to 13.55 euros), and National Australia Bank (NAB) to discuss extending the period of exclusive negotiations between the two parties. NAB hopes to acquire 100% of PAA and has proposed that $ 11.5 billion (9.13 billion euros).The Australian Competition Authority has so far opposed the transaction.

Pierre & Vacances (-3.45% to 53.7 euros) has warned that tourist bookings for the fourth quarter was marked by delay on the month of July, in the context of crisis, after essentially flat sales in the third quarter .

Stallergenes (3.83% to 57.10 euros) Thursday revised its annual targets upwards, after posting a 14% increase in turnover in the second quarter, owing mainly to increasing sales of its blockbuster drug the Oralair. Specializing in the treatment of allergies, has achieved a turnover of 47.3 million euros in the quarter and $ 110.6 million over the period (13%).

One publication of turnover is expected this Friday: Etam Development.

The world leader in chemistry, German BASF, is expected to sign Tuesday the acquisition of fellow Cognis according to the Financial Times Deutschland. Owned by Permira and Goldman Sachs, Cognis manufactures additives for cosmetics and detergents.

According to sources close to the case interviewed by the newspaper, the transaction amounted to 3.2 billion euros. In 2009, sales of Cognis representing 2.6 billion euros and EBITDA was $ 364 million. On its website, the company states employ approximately 5,600 people and be present in thirty countries.

Originally, Cognis was a subsidiary of Henkel, resold in 2004 to 2.5 billion euros. In 2006, the efforts of its new owners to sell it failed. In recent years, the company split from two of its five subsidiaries.BASF has already bought in 2009 the Swiss Ciba for 3.8 billion euros to strengthen in the mill.

The announcement was delayed but brutal. While markets have somewhat relaxed their attention on Greece, the rating agency Moody's downgraded four notches Monday of the note of most indebted country in the euro area, "A3" to "Ba1". After his colleague Standard & Poor's, the second of the three agencies have downgraded the debt of Greek in junk bonds.

The announcement comes as setbacks. "Moody's has not sufficiently changed its ratings on European countries, the sudden it went off the crisis," Norbert J. Gaillard, a consultant to the World Bank and specialized rating agencies. The degradation of the note in Greece four notches therefore reads as an attempt to "catch up past blindness," said the economist.

A blindness that also concerns Spain, according to some analysts. And the investors live badly."What is it to follow a triple A rating agency that a country undergoing a difference in rates reflecting the risk very high?" Critic Jean-Francois Robin, strategist at Natixis, referring to Spain . The latter receives the same notes that France and Germany, so it pays interest rates much higher.

Sign of disapproval or casual coincidence? Pierre Cailleteau, the head of the sovereign rating from Moody's, that is to say, fixing States Notes, recently left the company. The agency would not comment on his departure.

Stoicism

Greece, or Spain, are textbook examples and betray policy at Moody's. The agency notes in effect "through the economic cycle", without giving too much importance to the market turmoil. This stoicism was removed Moody's market reality, but had a beneficial effect.The agency has helped calm the markets by keeping his notes. His rivals, degrading the height of the crisis, have instead fueled the panic.

Now, even out of season, the degradation of the note in Greece by Moody's has led to protests. The European Commissioner for Economic and Financial Affairs, Olli Rehn, said that Moody's decision on Greece on Tuesday "comes at a rather surprising and unfortunate, following the agreement on a program of macroeconomic adjustment between Greece, the Commission, the ECB and the IMF. "