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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.

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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LE FIGARO. – How do you improve your sales and your profits in the first half?

Benoît Potier. – It's an interesting semester. It marks both a recovery in volumes directly linked to the global economy and an upturn in industrial projects. The industry again expressed his interest in the preparation of the future.

We found the pre-crisis levels in virtually all market segments. Only construction accuses six to twelve months behind schedule. Offset restart cycles. Overall, growth in volumes that logically resulted in 10% of our turnover, which grows in all businesses and geographies. However, Air Liquide is one of the industries that were more resistant, with a decline of only 5% in 2009. Moreover, our turnover is 4% higher than the first half of 2008.In this period of euphoria that some groups show up to 30% growth, it is important to see what is the basis for comparison. Our results were up 12% over the same period in 2008.

You can find levels of profitability higher than pre-crisis. Your business has changed significantly in two years?

There is a real disconnect between emerging and mature economies. Our sales increased by 6% in mature economies and 30% in emerging which represent 20% "only" the activity of the group, or two thirds of our growth. In twelve months, the distribution of our investments has changed structurally. It went from 50/50 between emerging and mature to 80/20.However, be careful not to bury the mature markets, growth of 6% is good, there are many industries that satisfied with them.

But to give you an example, our sales in China in the first half of 2010 rose 65% and they had also increased last year. China is catching up with the level of industrialized countries in streamlining its industry. There is no excess production capacity. Typically, we have seen closure of four sites steelmakers, grouped into a larger one. The latter now invests in technology and modern capabilities. All the industrial world benefit.

Chemistry, property and equipment, how do you explain that the whole industry registered a sharp improvement in its growth and profitability?

The crisis has hit so hard that companies do not have any choice.They had to rest fundamental questions about their structures, their capacity, so their exposure to market, their management parameters. I think all industries are now much stronger than before the crisis. Faced with problems of liquidity and access to financing, companies have strengthened their balance sheets. Their debts are either stable – for those who invest and continue to grow, it is the case of Air Liquide – is declining.

What do you recommend to stop the loss of competitiveness of French industry?

It is a vast subject. The ideal solutions for the industry have not yet been found in Europe and in different countries. Whether as a planned or coordinated, it seems that Europe has not sufficiently defined what strategies or industrial sectors in which it wants to occupy a leadership position.It means rather the leaders speak on a national solution, which is logical, but we do not have European body for industrial communication, unlike the U.S., China and Japan which are three countries integrated and better than us in the definition of industrial strategy. We are losing a major card: The strength in unity. In addition it must maintain a production base in Europe, since that's where ideas materialize. Without production, we have more innovation, but only for research.

European standards they penalize the industry?

Europe does not want to be a hindrance, but it seems to suffer from the narrowness of the missions that have been determined in different organs. The European Central Bank is there to control inflation while the Fed has a wider role.The European Commission organizes the market, ensures fluidity but has no mandate to make Europe competitive beyond its borders. It does not take sufficient account of the external markets. The European institutions can improve.

What makes you confident for the end of the year and may be beyond?

The resumption of growth projects. Signing of contracts shows that the client is ready to commit and so are we. Every time we sign a contract, we bring a stone to the growth of 2012-2013, or even 2015.

You do not fear a relapse of the economy?

The answer is clear: no. We have seen nothing that points in the first half as a direct risk. Since the crisis, we follow the weekly volume of gas consumed by our customers.In case of "double deep", it would stop producing customers, making maintenance. This is not the case. The situation is normal. It must occur because the world consumes. We are almost out of the zone of turbulence to go toward growth, even if the signal "attached belt" remains lit.

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D-Day for Marcello Convite the boss of the small company that wants tricolor Carmat conquer the world with its first total artificial heart biocompatible. This Tuesday, in fact, that the start-up takes its first steps on the Paris Stock Exchange, having packed the heart of investors. In difficult market conditions, the SME accompanied by Truffle Capital, its largest shareholder (30%) and EADS, has done better than expected, raising 14.5 million euros at a price of 18.50 euros per share enhancing from the outset the company 75 million. A great appreciation for its Director General who has taken brilliantly in the year, new to him, the financial road show.

This Italian 57 years, trained in computer technology and speaks five languages, has not missed any arguments to "sell" the young company and its innovative and promising.His prosthesis, implantable total artificial heart developed by Professor Carpentier of the Georges Pompidou Hospital, from 2013 should help save tens of thousands of cardiac patients. A challenge that fascinates Marcello Convite former IBM and Fiat, paid for thirty years in the life sciences. He held until last September to senior posts in the American International Edwards Lifesciences, who had just bought to Professor Carpentier's revolutionary concept of cardiac valves. For Dr. Philippe Pouletty, CEO of Truffle Capital, with the artificial heart (which will remain French …), Carmat has "all the ingredients to become a global technology company beautiful. "A great adventure of entrepreneurs, leading the veteran of the biotechnology industry has also brought public in April and companies Neovacs Deinove.

Carmat is, in fact, primarily a story of men.An R & D secrets first, initiated in EADS by Jean-Luc Lagardere and Professor Carpentier and developed for 15 years by a team of engineers led by former "Mr. International" of EADS, Jean-Claude Cadudal, president of Carmat.

Beside him, the engineer, former head of EADS big projects, and "very good teacher," Patrick Coulombier, also played a key role. It is today, with Marcello Convite DGA society. It was created in 2008 under the leadership of Philippe Pouletty because, after the release of préprototype, "he had to go to the next level." By convincing the engineers of the European giant switch in the start-up and live the adventure.

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"This is not because there is the economic crisis that the climate crisis is over!" While in Paris on Thursday to meet with parliamentarians and French employers, the European Commissioner for Climate, Connie Hedegaard, continues to carry the torch the fight against greenhouse gas emissions. Proof that it should not lower our guard, even though the cold winter in Europe was an illusion, the past twelve months have been, globally, the warmest ever recorded.

Asked about the carbon tax at the borders of the European Union (EU) dear to Nicolas Sarkozy, Denmark's answer, in accordance with the wishes of the French president, the European Commission has discussed this mechanism among the various instruments to reduce CO2 emissions in a communication dated May 26"But I prefer to leave it in the toolbox."

A trade war

As the British Government and several of his fellow commissioners, Connie Hedegaard think raising the price of imported goods like Chinese steel example, according to their carbon footprint is "extremely difficult to implement." Most importantly, "Is that such a measure would help the Chinese to be constructive?" Asks she, fearing a trade war if the environmental barrier was erected on the borders of the EU. One of the arguments of French supporters of a "border adjustment mechanism is that it may help to avoid relocation of jobs to countries where less stringent rules on carbon can produce cheaper.Better to engage in innovation and green growth to create jobs in Europe, contends Connie Hedegaard, as echoing the credo of the Obama Administration.

Former Danish Minister of Environment, which, as such, has chaired the conference in Copenhagen, believes that for the modest agreement in December 2009 ripped credible, rich countries should honor their commitment to pay this year 10 billion dollars promised to the most vulnerable. The finance ministers of Twenty-Seven detailed in May and pay their share of 2.4 billion. These additional funds, a majority of donations and a minority of loans will be paid directly by the Member States. To date, recipient countries have not seen the first euros of new funds.

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Is this a declaration of war? A sneak attack against a competitor already criticized from all sides? Rating agency Standard & Poor's announced mid-week she placed the note in its rival Moody's under review with negative implications. Translation: "S & P is considering lowering the rating of its counterpart.

Standard & Poor's predicted an earthquake in the scoring in the United States. She believes that the current reforms on the financial regulation in the United States threatens the business of Moody's. For example, "investors may sue the agencies in the event of fraudulent or reckless notation, notes S & P, which" increased legal costs of Moody's "dramatically," says S & P.

Moody's might also face a drop in sales, ahead its competitor.New laws in effect remove the references to footnotes in regulatory agencies and investors could then no longer need their services.

Black Series

The decision by Standard & Poor's added to the long series of bad news qu'essuient its competitor. In recent months, Moody's has seen some of its former analysts testify against her before the U.S. Senate. One of its main shareholder, billionaire Warren Buffett, has withdrawn in part. And the agency was roundly criticized by some investors for notes attributed too generous to Greece, Portugal or Spain. When she does not suffer from the wrath of authorities for the untimely degradation States Notes.

Logically, these arguments on the ratings business in general, thus also relates to Standard & Poor's."This decision serves as a warning signal for the whole sector," Norbert Gaillard analysis, an economist and specialist agencies. The agencies are so far very profitable, with operating margins (operating income compared to the number of cases) between 30 and 40%.

Concerns about the sector

The agency derives she shot in the foot by publicly expressing concern about the future of its industry? Yes and no. If she criticizes his rival, it is mainly because the turnover of the latter depends on more than 90% of rating business alone. This is not the case of S & P. "She has put in place, long ago, a diversified business model (financial, S & P 500), regulatory reforms under threat," said Norbert Gaillard.

Moody's will be difficult to replicate its rival news: it is not publicly traded, it is backed by a large group, McGraw Hill. And if attacked, S & P will always assert its good faith by recalling that it had downgraded the rating of its own parent a few years ago.

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 Fed refines its forecast for U.S. growth. Three weeks after announcing a growth across the Atlantic between 3.2% and 3.7% this year, the U.S. central bank announced on Wednesday it expects a GDP of 3.5% for 2010 and "a little "more in 2011. In May, the Fed was between 3.4% and 4.5% for 2011.

The announcement comes one week after the U.S. government has revised upwards its forecast of 3% economic growth for the United States in 2010.

Deficits: Europeans have established a "substantial program"

Referring to the situation in Europe, Ben Bernanke said during a hearing before the Budget Committee of the House of Representatives in Washington, the Fed will remain "extremely attentive to developments abroad and its possible effects on the U.S. economy " Fast payday loan. He said however, "reassured by the answers of Europeans," holding that they have developed a "substantial program" to address their budget deficits."If markets continue to stabilize, it seems that the effects of the debt crisis in Europe on growth in the U.S. are likely limited," said Fed Chairman.

The World Bank predicts growth of 2.9% to 3.3% in the world. It anticipates a GDP between 5.7% and 6.2% this year for developing countries and between 2.1% and 2.3% for developed countries.

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After failed negotiations with the British Prudential, the U.S. insurer American International Group (AIG) is considering other alternatives for its subsidiary Asian life insurance, AIA. Among them, the IPO. "We expect AIG to sell AIA is seeking through an IPO, which will take more time to finalize," warned the credit rating agency Standard & Poor's cited by the Tribune on Thursday. However, according to the Italian daily Corriere della Sera, citing "sources close" to Generali, the Italian insurer is interested in the activities of IAA in the Philippines and China. A spokesman for Generali questioned by AFP, said he was "very premature to talk about" a possible interest group for those assets.The group expects that "AIG waives the original hypothesis (ie the IPO, Ed)" to position themselves as the problem of prices "which has stopped all candidates" was resolved.

The boss of AIG would have been willing to accept the bid for Prudential

The solution of the IPO remains the preferred solution by AIG. According to most analysts, the rating of AIA could yield 15 billion euros. We are still far from the $ 35 billion U.S. insurer hoped to realize from its sale to Prudential, but it would be a way to wait the U.S. Treasury while giving itself the means of selling activities that will repay the 182 billion dollars spent by Washington to save the U.S. insurer.According to U.S. media, Robert Benmosche was ready to accept the offer from Prudential to 30.4 billion dollars, but the Board of Directors of AIG has opposed.

Check Stock Exchange, AIA could also become an attractive target for other insurers. An analyst of Credit Agricole, the subsidiary of AIG achieves better operating results than those of Prudential Asia (15% against 7%).

Once listed, AIA could recover activities of Prudential

According to the Times, AIA might even win market share if its subsidiary Prudential's Asian operations. The British newspaper even suggests the possibility of recovering AIA activities of Prudential of interest.And again according to the Times, Tidjane could finally keep his post of director general, despite criticism from its shareholders in particular.

Bankers value of AIG's Asian subsidiary of AIG's life insurance between 32 and 36 billion dollars. A range that corresponds to those of Goldman Sachs and Citigroup, respectively, between 32 and 34 billion and $ 34 and $ 36 billion.

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The U.S. Justice had opened a criminal investigation against the U.S. investment bank Goldman Sachs, say several U.S. media including the Wall Street Journal and Washington Post.

"The federal investigators are conducting a criminal investigation to determine whether Goldman Sachs and its employees have engaged in securities fraud in connection with the brokering of mortgage products," wrote the Wall Street Journal quoted sources familiar with the matter.The investigation by a federal prosecutor in Manhattan is in the preliminary stage and would have begun as a result of a dossier submitted by Constable American Stock Exchange (SEC), the newspaper said.

The SEC has launched a lawsuit against the investment bank and one of its employees, French Fabrice Tourre, accusing them of deceiving customers by selling them financial products backed by the market very risky U.S. home which collapsed in 2007.

Many criminal investigations are launched without the government fails to file a complaint, and in this case, investigators have not yet decided whether they would do it or not, the sources said daily online cash advance.

A spokesman for Goldman Sachs told AFP reacted to news by stating that "given the attention given recently to the company, we are not surprised to articles about an investigation and we will work fully to all inquiries.

Amicable settlement with the SEC

The New York Post said on its side on its website Thursday that the bank could "soon" to end amicably prosecution of the SEC. Goldman Sachs could soon reach agreement with the SEC, choosing to end the standoff rather than endure the public embarrassment still suffered Tuesday in Washington, "writes the New York Post, referring to the hearing group before a U.S. Senate Commission that lasted nearly 11 hours Tuesday."It is almost certain that there will be an amicable agreement," the newspaper said, citing sources familiar with the matter.

A source close to the deal reached by AFP noted that "the SEC has so far not given the opportunity to Goldman Sachs to find an amicable agreement to bring prosecution purposes.