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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.

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.

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 recovery continues across the Atlantic. But two of the twelve regional branches of the Fed said the pace of activity has slowed recently, Chicago and Atlanta, and two others have found a stable economic situation in Cleveland and Kansas City.

The Beige Book released Wednesday evening by the U.S. Federal Reserve and state is a better overall economy than before.Both at the point of manufacturing and services.

Sightseeing, the report underscores the strong momentum in the areas of San Francisco, New York, Minneapolis, Richmond, Kansas City and Atlanta, although the latter regrets a decline in leisure travel in the Gulf of Mexico, an area affected by the noirée tide.

On the consumer front, consumer spending during the early summer have increased overall, particularly in Dallas, but in most areas, this growth has remained low.

In the property and the trend is less successful.While the tax credit to Etats6unis expired last April 30, the Boston, Philadelphia, Atlanta and Kansas City have suffered declines in construction activity, one can read in the Beige Book.

Finally, employment has gradually improved in several areas, like New York, Chicago, Richmond and Atlanta, but has stagnated for example, Boston and Dallas.

On Wall Street, the investor response is negative. The major indexes have bent the publication of the Beige Book (20 hours, Paris time). In the end, the Dow Jones ended up on a decline of 0.38% to 10,497.96 points, the Nasdaq is up 1.04% to 226.56 points and the S & P by 0.69% to 1106.13 points.

Note that this information valuable as its Chairman of the institution, Bernanke said there just a week before Congress the slow recovery, without announcing new measures to support the economy.Please note that Friday, all eyes will be the publication of the first estimate of U.S. GDP for the second quarter of 2010.

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"Wall Street to the penalty, the Beige Book did not reassure

The U.S. stock markets started Wednesday's session in hesitation, but soon found the beautiful colors at the beginning of the meeting, brought by investors reassured by better earnings prospects in the banking sector. An enthusiasm that was accentuated throughout the meeting: at the close, the Dow Jones climbed 2.82% to 10,018 points (best performance since May 27), again surpassing the psychological barrier of 10,000 points for the first time since June 28, the S & P flies from 3.13% to 1060 points and the Nasdaq similarly 3.1% to 2159 points.

State Street Bank (9.9% to U.S. $ 36.64) outperformed all other banks, which also have very good performances, like Bank of New York Mellon (6.35%), Northern Trust Corp. (+ 6.92%), JP Morgan (4.95%), BoA (4.55 %)…

On the foreign exchange market, the euro remained stable against the dollar.It was trading at 1.2628 dollar. The day before, the euro had increased after the publication of an improvement less-than-expected activity in the services sector in the United States, highlighted by the index of purchasing managers published by IMS .

After the disappointment of Friday on the employment figures, investors should be particularly careful this week to weekly figures for unemployment benefits that are to be published Thursday.

At the dawn of interim results

On Wall Street as on most other major world places, operators should play the card of caution this week before the opening of the interim results season.

Today, the discount retailer Family Dollar Stores (-8.14% 36.23 dollar) has released disappointing interim results. This is the only company in the S & P 500 to publish its results this week.Within the Dow, the ball begins, as always, with results from Alcoa (3.23% to 10.54 dollars) July 12, next Monday.

Always on the side of values, Google (3.24% to 450.2 U.S. dollars) said Wednesday that it still awaiting a decision on renewing its operating license in China, needed to operate the largest Internet market in the world, said a spokesman for the American company and a Chinese official.

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.

• Three explanations for the fall of the euro

Failure of growth. Treatments austerity that accompany the bailout of the countries of southern Europe are likely to weigh on growth prospects for the euro area, the lowest in the G20 in 2010 and 2011. The growth gap with the United States is widening. "The most marked signs of recovery in the U.S. favor the dollar. One can expect that the Federal Reserve increased rates before the European Central Bank, "said Clemente De Lucia, an economist at BNP Paribas.

Mistrust of state debts in southern Europe. Investors are getting rid of all debt of the euro area, primarily those of the South. They believe that risk still threatening debt restructuring Greek, and are wary of Spanish titles, Portuguese or Italian, considered less safe than before."In the whole euro area, debt maturities until 2013 are 2300 billion euros, three times the European stabilization plan," said Jean-Christophe Caffet, Natixis. "Previously, investors sold securities to buy Spanish or Portuguese to French or German debt. Today, they buy everything except the euro, "said the expert of Natixis. The markets took refuge on the dollar and gold.

Political doubts about the euro area. "There are doubts about the euro area as institution-building solidarity between Member States fiscal and monetary conservatism. It destabilizes markets that sell the euro, "said Gilles Moec, economist at Deutsche Bank. Purchases of debt by the ECB are freeloaders.

• The consequences of a devaluation

Boosting exports.The weaker euro restores mechanical competitiveness to European products. "A drop of 10% of the euro against other currencies, that is 2.5 points higher for exports, 0.5% more growth in the first year and 0.5% next year "said Jean-Christophe Caffet, Natixis. The effect should be stronger for Germany and Italy, whose volume of trade is more important outside the euro area as Spain or Portugal.

Rising oil prices. It's a risk, but it is content for now by the rising dollar. The oil exporting countries have no incentive to increase the price of a barrel in MECC, because they sell in dollars and buy in euros, an optimal configuration for them. Rising commodity prices depend on demand from emerging countries.

Resumption of inflation.The drop in euro adds the price of imported products, which can boost inflation in the long term. But in the short term, the euro area rather deflation risk, fueled by rising unemployment and austerity measures.

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Agricultural commodity: cocoa finds form

The brown bean has been the stars of the markets in London and New Yorker last week. The tonne of cocoa for July delivery climbed to 2,350 pounds in London, its highest level since January 21 last. In New York, a ton for the same maturity has reached 3211 dollars, its best performance since February 1. Friday, prices were flirting with the same levels at 2336 pounds a ton on the Liffe, and 3186 dollars on the NYBOT.

The rebound by a recovery in global consumption of chocolate. The volume of cocoa stocks rose 16.17% in North America. Another factor in the rise: speculative buying. They returned in force in this market, driven by the potential of emerging countries including China.

In contrast, coffee prices fell, hit by rising dollar.The dollar rose Thursday to 1.3202 dollars per euro, its strongest level since April 2008, amid concerns Greek. On Liffe in London, the Robusta for July delivery was trading at around 1,325 dollars per tonne on Friday against 1385 dollars for the same term contract last Friday. On the NYBOT New York, he posted 131.60 cents 132.10 cents a pound against the pound last week.

From their side, wheat, corn and soybeans show a slightly more moderate increase than last week. Wheat finished 491.50 dollars on Friday in Chicago (2.24% on the week). A bushel of corn finished at $ 3.54 while that of soybeans ended 9.96 dollars on Friday in Chicago.

The plates still on top

As for precious metals, platinum rose to 1,754 dollars per ounce, a price he had not seen since July 2008.For its part, palladium reached 572 dollars per ounce, the highest since March 2008. Friday in London, an ounce of platinum finished 1725 against $ 1708 per ounce last Friday. The ounce of palladium finished at 555 dollars against 532 dollars a week earlier.

Gold however has continued to weaken. The courses have been affected by the case Goldman Sachs, like many other financial assets No fax pay day loan. On Monday, after the announcement of a prosecution for fraud by the SEC, gold has plunged to 1,124 dollars per ounce. The rising dollar has not helped to support markets.On the London Bullion Market, an ounce of gold ended at 1139.50 against 1151.50 dollars Friday dollars last Friday.

The ounce of silver followed gold ended down at 17.89 dollars Thursday.

Base metals: copper runs out of steam

Star of the market in recent weeks, copper has seen more difficult days this time by returning to below $ 8,000 per tonne, down over 2% in 5 days. The markets saw a dim view of the rising dollar.

Aluminum, which had hit its highest level since late September 2008 to 2494 dollars per ton during the Friday meeting, a cash drop of 6.5% over the week. According to analysts, the offer would be so abundant that China should become a net exporter of aluminum this year.

Nickel, which reached are higher in two years last Friday (27 595 dollars per ton) is decreased again.It was worth 26,930 dollars per tonne on Friday.

Oil boosted by good U.S. data

Oil ended sharply higher on Friday above 85 dollars a barrel. The contract on June U.S. light crude ended on an increase of 1.7%, to 85.12 dollars a barrel. For his part, Brent North Sea took 1.84% to 87.25 dollars.

"The very good statistics of new home sales was favorable to the crude," said Robert yawg, Vice President MF Global.Sales of new homes rebounded strongly in March to 26.9%, the fastest pace since April 1963, at 411,000 units annually against 324,000 in February, ending four straight months of declines.

Prices were also supported by rising demand in China and Greece's decision to engage the support mechanism of the European Union and the IMF.

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LE FIGARO. – Activation Plan aid to Greece Will there be enough to reassure the markets?

BART VAN ARK. – Nothing is less certain. If using the rescue plan EU-IMF had become inevitable due to the rates imposed by markets, one plan will not help. It will take others. Because Greece can not simply put in order its public finances. She will have to undertake structural reforms, which, by definition, are long and painful. It must focus on its productivity, decreased significantly, and quickly find a way to create jobs.

Before release the money, should there be a new dose of austerity in Greece?

To have a chance to be swallowed, the pill should not be too bitter. If you cut too much spending, it will exacerbate the risk of recession.At the same time, Greece has to reassure the markets over the medium and long term, by engaging in a meaningful and specific reforms. It is not shocking to ask Greece for new safeguards.

The risk of contagion to other European countries there in recent days?

I do not think. Markets are well sorted. Portugal and Spain are in very different situations of Greece. Although Portugal has a similar financial problem and a serious deficit of structural reforms, the situation is less dramatic than that of Greece now payday loan. As for Spain, much larger economy, it began structural reforms, and its banking sector is stronger.

The cohesion of the euro area is at risk?

I do not think so.The eurozone saw, for sure, his first financial and economic crisis. But this is not the end of the Euro! This crisis, which I find exciting force, in contrast, Euroland more economic integration. Europe must urgently address this need for economic integration. There is no other way. The hypothesis of a breakdown of the euro area is not realistic to my eyes.

More integration, it means there a belt tightening for everybody?

In the short term it seems inevitable. Public deficits rise between 5% and 10% of GDP. They strike even the most virtuous countries such as Germany, which will perhaps five years to return to fiscal sanity. The euro area has become credible.In the medium term, more integration, it means more responsibility for each other in their economic policy.

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