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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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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 report Roussely, devoted to the layout of the French nuclear industry, was discussed at midday in the context of a council of the nuclear policy statutorily chaired by the Head of State.

Written in a mission entrusted to the former President of EDF, this report was sent to Nicolas Sarkozy last May, before being classified "top secret" in the name of protecting a number sensitive data.

Eagerly anticipated by the industry, it delivers several lessons particularly interesting. Like this recommendation to create a Department of Energy. Meanwhile, the role of EDF as team leader of France's nuclear part of an international development – is clearly stated no fax cash advance.

However, this leadership role of the electrician is first and foremost, reserved for countries new entrants into the nuclear. The report also states that Roussely relationship between EDF and Areva must be much more successful. In other words, the strategic partnership between the two companies are held without being recorded numerous clashes. Finally, it is not any conclusion of this report, the GDF-Suez will become a nuclear operator of reference in France is totally ignored. In short, EDF retains all hands on this sector.

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.

Optimism in the sky world. A few days before the opening of the Farnborough Airshow in the United Kingdom, Boeing set the tone. The American manufacturer has announced on Thursday it had revised upwards its forecast of orders for new aircraft by 2029.

In a report released in London, Boeing presented its annual outlook 2010. "The global market is in much better shape than last year, but challenges remain," said Randy Tinseth, vice president for marketing at Boeing Commercial Airplanes, the branch's civil aviation manufacturer.Capitalizing on global growth than expected, Boeing expects that "the air traffic registered an increase this year, both for passengers and freight," said Randy Tinseth.

In the long term, Boeing said a total of 30.900 anticipate orders to the horizon 2029, a figure up 6.5% compared to the forecast of 29,000 made last year. These new orders represent a total 3.6 trillion dollars (2.788 trillion euros). For Boeing, the demand will be sustained in particular by increasing the number of LCCs and Acceleration replacement by airlines for their aircraft models écononomes fuel. And of course, by the "economic recovery".

A recovery that will boost air traffic.According to Boeing, the world air traffic will increase by 5.3% per year by 2029, with the number of passengers carried increased 4.2% per year over this period.

The most prominent aisle

To meet this demand, Boeing is betting on the single-aisle aircraft segment, which will benefit from the appetite of companies to lower costs. This type of aircraft has become the face of long-haul for a decade, says the U.S. group's report. "The airlines will choose to offer more flights using aircraft with more efficient (in terms of fuel consumption, Ed), rather than managing fleets of aircraft much larger," says Boeing. Consequently, the market for large aircraft (type 747 and beyond, namely the Airbus A380's competitor) will account for only 720 units, totaling 220 billion dollars.

Finally, over the next two decades, Boeing sees the Asia-Pacific than in North America as the first global airline market. According to the manufacturer's calculations, the Asia-Pacific will account for 43% of global air traffic by 2029.

To further extend the Dreamliner?

In this horizon rather than a black cloud emerged, however: the delivery of first Boeing Dreamliner could be postponed until early next year while the U.S. aircraft maker said earlier this month that it would intervene in the fourth quarter 2010. If ever the first delivery was a new delayed, the delay from the original schedule – May 2008 – would exceed two and a half years.

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The trading hours of that Friday marks a break after it is true, trying for a week to investors. Since Monday, the market has lost more than 5%. Of course, markets will pay close attention to monthly statistics showing employment in the United States which will be unveiled before the opening of Wall Street. But they seem they are already included in the indices, because Wednesday the investigation uncovered ADP than-expected figures for private use.

Thursday came another statistical support with the recent claims of unemployment rose 13,000 to $ 472,000 in the figures as at June 26, while economists on average expected a decline to 452,000 over the figure of 457,000 originally announced. This does not suggest the best for this afternoon.

The CAC 40 displayed an increase of 0.75% within minutes of opening to 3364 points and advanced more moderately by 0.29% to 3349.73 points shortly after noon.

Note that the meeting in Paris will be exceptionally today around 41 values because of two new entities of Accor.

The trend has been better after the session on Wall Street to limit losses. At the close, the Dow Jones lost 0.42% to 9733 points, the Nasdaq was down 0.37% at 2101 points and the S & P 500 drops 0.32% to 1027 points. This has encouraged the European markets to dare a technical rebound this morning. This morning in Asia, also dominated the calm markets.

On the face values, we will therefore:

Bank stocks. The banks borrowed yesterday less cash than expected to the ECB, were reassuring.But, according to the Financial Times, a score of banks would be forced to raise capital after testing resistance. Societe Generale 33.585 to yield 0.84%, BNP Paribas 1.72% to 44.24%, Credit Agricole stabilizes.

Edenred (new name of Accor Services) made its market debut. The award technical reference of the title was set at 11.40 euros, a figure which is located in the lower range of 11-14 euro advanced Tuesday by the chairman of Accor at its general assembly and lower than its During Thursday on the gray market, which was around 12 euros depending on traders. In the first exchanges, the title earned more than 24% to 12.24 euros.

Accor is mishandled and lost 5.18% to 23.420 euros. According to Les Echos, the group is also about to give the caterer Rail Wagons-Lits to French Newrest.Moreover, according to the newspaper, the proposed IPO of Lucien Barriere, another subsidiary of Accor, will be presented to analysts on July 7.

GDF Suez (EUR 22.99 0.86%). Standard & Poor's said on Thursday lowered the outlook notes A/A1 group's "positive" to "stable", judging unlikely that the group achieves and maintains financial circumstances justifying an increase in his notes.

BNP Paribas and BPCE, the parent company of Natixis announced an alliance in consumer credit, which will require the development of a common platform operational from 1 January 2013. The BNP Paribas gained 2.09%. Natixis yield 0.41%.

Schneider (0.59% to 81.37 euros) said Thursday it was in talks with the city of Ashgabat, Turkmenistan, on the renovation of the city's power grid.The Tribune reported Friday that the group has secured this contract, the newspaper figure at 1.3 billion dollars (1 billion euros).

LVMH (+0.34% at 85.49 euros) is about to acquire a Brazilian company, the leader of the country of the online sales of perfumes and cosmetics.

Beneteau lowered from 17% to 15% of its target revenue growth for fiscal year 2009-2010 within the scope of delays in deliveries of vessels. The builder of sailboats and motorboats, however, confirmed its target of operating profit to 37.5 million for its fiscal year ending in late August. The title resists: he won 3.32% to 11.06 euros.

In the wake of Wall Street and especially the severe downturn in Asian indices this morning, the Paris Bourse is scheduled to begin the session in negative territory, a significant decline of 1.64% by the indices "future" of 8:15. Yesterday, Wall Street indexes ended the session closest to their equilibrium level, the wait was put before the publication of the ISM index, the employment figures and results for the second quarter. Volumes were particularly weak as well.

In Asia, markets are more active, but the trend is downward path including a decline of nearly 1.5% for the Nikkei, shortly before the closing. Nippon index is penalized by a round of disappointing indicators released in Japan early this morning. The strong yen also affects Asian indices.

Moreover, the euro fell back this morning against the dollar and 1.2258 dollar deals to 8:00.In terms of indicators, the INSEE published this morning at 8:45, the survey of consumer confidence survey for the month of June And in the euro zone economic confidence in the month of June will be unveiled at 11:00. On the other side of the Atlantic, housing prices will be released 15 hours, Paris time and consumer confidence in 14 hours.

EDF and Total in Christian Estrosi

As for companies, investors will pay close attention this morning to headlines EDF and Total. Indeed, leaders of the two heavyweights of the Paris stock exchange will be received this morning by the Industry Minister Christian Estrosi to discuss the future site of Dunkirk No faxing payday loans.

Still in the CAC 40, the general meeting of the Accor group's disintegration should also be well attended.

The eyes will also towards the group's title parapetrolic Technip. The latter will pay 338 million dollars (275 million euros) to settle a dispute with U.S. authorities on suspicion of having bribed Nigerian officials to win contracts in Nigeria, said Monday the Justice Department.

Moreover, as Saint-Gobain might react after the announcement of the sale of his division advanced to the American Ceramics CoorsTek for 245 million dollars (199 million euros).

In addition, Suez Environment has launched a bid on Aigües of Sabadell, a Catalan company of water treatment.

Finally, Etam, a specialist in ready-to-be bought a little over one quarter of its capital amounting to 99.2 million euros. The operation follows a major shift in strategy and a plan of reorganization."It's time to provide liquidity to our shareholders who do not want us in this strategy," says management. This title will buy "no significant impact on the control of the company," says Etam.

The words of François Fillon is rare. Very calculated. No frills. A fortiori, when the prime minister decides to hold a press conference at Matignon. The first three years. This means if the head of government who just beat the longevity record of Jean-Pierre Raffarin chose solemnize a media intervention to seventy minutes.

Following the success of union mobilization against the proposed pension reform, Francois Fillon has stepped into the breach. Only behind his desk, the man of the previous pension reform in 2003, has no trouble capturing the subject. For ten minutes he hammered a message: the government will not budge on key pension reform. Especially not the raising to 62 the legal age of retirement."There can be no question of going back to what is the foundation of reform," he warned while leaving open the possibility of adjustments in other components of the project. "With the President of the Republic, we do our duty," he said, denouncing the balance of Martine Aubry, who has never "nothing" done to reform pensions. The number two PS Harlem Désir immediately blasted an "end of inadmissibility to the French" and a "strategy of contempt.

Closes on pensions, Francois Fillon has become frankly martial when he addressed the issue of recovery of public accounts. In the absence of Nicolas Sarkozy went to Toronto for the G20 summit and before the announcement next week of budgetary decisions, the Prime Minister gave the tempo.If the word is always strictly taboo in his mouth, he has taken a further notch by preparing the French to "extra efforts".

From the beginning of the week the Minister of Economy Christine Lagarde and Secretary General of the Elysee, Claude Gueant, have succeeded in the media to prepare minds for a new round of screws. Donning the costume of Raymond Barre Matignon in 1976 presenting his first austerity plan, Francois Fillon hammered. Drawing on the same register as his distant predecessor, it took time, "Do not expect me to be a weakness guilty.It is time to break the spiral of debt. "

Challenging the word rigor, Fillon has warned that there would be bad news: "If growth were to be slightly less buoyant than expected, we should not shrink from the need for additional efforts." For the first Minister (as Christine Lagarde) appears to be no illusions about the growth forecasts. Proof? He has already planned, "according to the situation," amplify the movement of the plane on the tax loopholes 5-8500000000 to offset the shortfall.

Christian Blanc must repay

This will be blood and tears. Francois Fillon, who was signed in 2006 a book entitled France can bear the truth, was not afraid to break the taboo Friday Sarkozyist of higher taxes: "We intend to eliminate or reduce many tax loopholes and social.So these are tax increases. "This time, it said.

Incidentally, the Prime Minister took the opportunity to prepare his ministers to painful measures. Severus, he recognized the "shortcomings and failures" without mentioning explicitly the cases involving members of his government (Christian Estrosi, Alain Joyandet, Rama Yade, Fadela Amara and especially Christian White). He admitted that there was "still room for improvement" to the ministers to show "exemplary".Francois Fillon, who has asked his Secretary of State Christian Blanc to repay their bill of 12,000 euros cigars, will announce "in the coming days," a "hardening" of the rules relating to accommodation, travel and lifestyle of Ministers.

Anyone who continues to dream of the "perfect lens" of a government limited to fifteen ministers expected already to be ruthless about limiting the number of ministerial advisors. A good way to rhyme "exemplary" and reducing government spending.

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Despite his attempt to play the holdouts last-minute income Multimedia Group (MRG) was not accepted Monday by the band The World as a candidate for his recovery. In a statement released Monday, The World soberly describes the proposed "new expression of interest" without being recognized among the bids recovery group. "The world has so far received two offers from investors. This group BY SFA (holding the Nouvel Observateur) Claude Perdriel ally groups Prisa and Orange, and the consortium formed by MM. Bergé, Niel and Pigasse, "he says. Now, the two trios competing trying to convince companies and individuals. Hearings began Monday afternoon and will continue today.The company personnel, who have somehow a veto on the appointment of their successor, will express their preference in a general meeting on 24 and 25 June

Reportedly, the two bids, some thirty pages each, are accurate. The trio SFA-Prisa-France Telecom plans to inject 100 million euros (10 million from a bank loan) in the group for 67% of the capital. Perdriel propose to hold 45% of the capital, against 35% and 20% for Prisa for France Telecom. Stephane Richard's group plans to inject about 40 million euro offer for the shares of Lagardere, whose 7 million for the participation of 17.27% in Le Monde and 33 million for the 34% interest in the Interactive World .This values the total equity of the group (after debt) to around 40 million euros …

Create a foundation

For its part, the trio offers Pigasse-Niel-Bergé would book the group's employees a surprise. In addition to 110 million euros available for 65% of the capital, the trio was ready to fund "the possibility of personal companies of the group to return to their blocking minority," a reliable source. Thus, Pierre Bergé undertake, if its bid is successful, to create a foundation in which he would pay ten million for the company personnel can see their share increase by 20% (at the end of recapitalization) to 33%, the blocking minority."The relevance of this investment lies in the fact that it would pay the passage of the tickets out of shareholders Lagardère and Prisa diluted by the recapitalization," says one.

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