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The pub, some question its effectiveness. No jurors Effie Award, which annually recognizes the most effective campaigns. The 28 award-winning devices (11 Effie gold, 11 silver and 6 bronze) for the eighteenth edition are no exception to the rule.And they are all the more commendable that they worked at a time when every dollar invested in communications account, and that, at the same time, the level of phobia is high.

While creative advertising agencies are competing for the creative awards (Cannes Lions, Art Directors Club …), the trading them, and their advertising clients prefer to get a price Effie, synonymous with effectiveness measured, proven and proven to a jury of twenty professionals (advertisers, agencies, media, research institutes), chaired this year by the president of Ipsos, Didier Truchot.

For the first time in its history, the awards reward campaign B to B (that is to say for professionals) conducted by the agency Leg (Havas) to SFR.

"The revival of the European economy is broken." The verdict of the European Commission, which presented on Thursday its autumn forecasts for 2011-2013, is categorical. According to Brussels, all signals of the economy are red. "The sharp drop in confidence hinders investment and consumption, while the slowdown in global growth reduces export and fiscal consolidation to operate emergency weigh on domestic demand." Accordingly, the Institution provides a low growth for the EU in 2012, about 0.6% against 1.9% forecast last spring. In the euro area, GDP is expected to show a slight increase of 0.5%.

The return to growth, albeit slow, is scheduled for 2013 (1.3% in euro area and 1.5% in the EU). Unless additional shock …Olli Rehn, European Commissioner for Economic Affairs has indeed warned that Europe could "experience a new recession." He urged governments to restore confidence in "fiscal sustainability and the financial system" by accelerating the reforms. For the European Commission, the restoration of that confidence is well underway. "The measures adopted in recent months should help to remove uncertainty regarding sovereign debt and the financial crisis in mid-2012, and this should gradually unlock investment and consumption," says his report.

In France, Brussels forecasts should take a cold. François Fillon on Monday presented a new plan of austerity measures designed to bring 65 billion euros by 2016.

The wait is dominant. After clearly displayed in the green yesterday, the Nikkei gaining 1.90%, Asian stock markets oscillate around equilibrium on Tuesday, pending a decision of the euro area to stem the debt crisis in the next EU summit. The benchmark index of the Tokyo Stock Exchange lost 0.45% to 8803.83 and points, while the Hang Seng Index Hong Kong rose 0.54% to 18,873.10 points. The CSI 300 Index of the Shanghai Stock Exchange gained 0.92% on the other hand points to 2600.27, the BSE Sensex 30 in Mumbai 0.37% to 17,002.60 points. And the Kospi index in Seoul lost 0.18% to 1894.99 points, like the S & P / ASX 200 index in Sydney (-0.66% to 4226.80 points) and the FTSE Straits Times of Singapore (-0 , 10% to 2758.15 points).

Investors are wary and vis-à-vis the euro zone leaders, whose plan to end the debt crisis on Wednesday is expected.Thus, the Japanese Minister of Finance today called Europe to take steps to restore calm on the foreign exchange market. "The stability of the foreign exchange market can be ensured by a single country," said Jun Azumi at a press conference, while Tokyo is facing a record surge in the yen weakening industrial activity in the archipelago. "The European problem is entering a decisive stage, he added. The question is whether Europeans can establish a pattern likely to appease everyone. We call them to do so without firing a shot. "

Clearly, the statements by Franco-German tandem, following a first anti-crisis EU summit this weekend, are still a sceptiscisme markets. In this line, Baroin, Minister of Economy, was considered "satisfied" on Monday that European leaders would reach a "global agreement".For the Minister of Economy, the last meeting of the euro area in Brussels this weekend in Brussels has led to progress "two thirds" of the negotiations.

The price of gold mixed black

But investors, it seems, keep in mind the slowness with which the European Union handled the crisis of the Greek debt, leading to a contagion of the crisis. And in Italy, while rumors of using the European Union and the International Monetary Fund will crescendo in Rome.It must be said that for the first time since the outbreak of the sovereign debt crisis in November 2009, the EU will apply directly to other states and their sovereign wealth funds to head out of water and multiply the capabilities of the European Financial Stability Fund (EFSF).

As for commodities, oil prices were mixed in early trade on Tuesday in Asia, a barrel of "light sweet crude" for December delivery gained 27 cents to 91.54 dollars. Barrel of Brent North Sea crude for December delivery yielded 44 cents to 111.01 dollars. For its part, the euro fell slightly against the U.S. dollar, losing 0.14% to 1.391 dollars.

Side values, Japanese banks are feeling the pinch: Sumitomo Mitsui Financial Group lost 1.11% to 2140 yen. As Mitsubishi UFJ Financial Group, to -1.48% at 334 yen.At the Hong Kong Stock Exchange, the values ​​are dependent on raw materials, however, much higher, the image of China Coal Energy (5.83% to 9.26 Hong Kong dollars) and oil giant CNOOC (+ 4.68% to 14.32 dollars).

Despite successive reforms, the future of pensions remains uncertain. According to the circle of investors, it is expected that the replacement rate – that is retired from the last wage – down in the next twenty years. Middle managers, especially, will be penalized with lower returns on supplementary schemes. Individuals are aware they will have to save to preserve their future purchasing power. They can do this by reducing their taxes. Several savings products can indeed be a winner on the tax.

The Perp: still little used

The most universal of these savings products is also the least known. The popular retirement savings plan (PERP), established to encourage the French to build and open to all, hard to seduce.According to figures from the French Federation of Insurance Companies (FFSA), 27,000 new Perp were subscribed in the first half of 2011, 2% more than in 2010, but the number of building plans has stagnated at around 2, 1 million since its inception in 2004. "It produces a tunnel that compares poorly with the life insurance contracts, where the funds are not blocked until retirement and also offer a tax advantage," said Marc Darnault, Associate Optimaretraite consulting firm.Perp of the main asset is the ability to deduct contributions from taxable income, with two limitations: the amount deducted must not exceed 10% of earned income, and must remain lower for the 2012 tax return, to 28,281 euros – 10% of eight annual ceilings for Social Security (Pass).

The placement is especially interesting for those imposed in the higher brackets (30 and 41%) of the Income Tax Act and is most appropriate as thirty fifties. The Perp suffers from a disability second. The sums are blocked until retirement recovered mainly in the form of an annuity.Only 20% of funds can be "removed" capital (they are then subject to withholding tax of 7.5%), except in special cases (acquisition of a principal residence indebtedness, disability …) "The Perp is a wager on life expectancy, "says Marc Darnault. The pension amount is difficult to assess in advance and then it will suffer the same tax that the pension provided by the general scheme, namely the scale of income tax after deduction of 10%.

The Perco: the advantage of leaving capital

In comparison, the Retirement Savings Plan (PERCO), which allows the retirement funds out an entire capital – option selected by three-quarters of investors – more attractive.Reserved for the minority of employees whose company has set up this device (about 2.8 million people affected), it has experienced in 2010 an increase of 27% over 2009, according to the French Association of Financial Management (AFG). Some 690,000 employees have passed and the stock reached 4 billion euros on 31 December, an increase of 35% in one year.

The Perco can be powered both by the employee, who can contribute a maximum of 25% of its revenues, as the employer of up to triple up to a maximum of 5,656 euros per year. These payments are exempt from social charges and tax. Only the CSG (7.5%) and CRDS (0.5%) must be paid. "It's a little device binding is a management tool. It may in fact be powered by the profit-sharing cheap pay day loans.Since 2010, half of it is also paid directly to the Perco, "said Philippe Crevel, general secretary of the Investors' Circle, which advises to choose security, particularly at the approach of retirement. "It should also be careful because insurers who manage packages often encourage more risky," warns Marc Darnault.

Préfon: The Perp of the Public Service

This optional retirement plan is open to staff and those who worked for a time in the public service. He met with mixed success. Only 3.7% of potential members contribute to gain points Préfon. A lack of interest that can be explained by the low incentive to contribute, the Pension Plan of the Public Service to ensure a replacement rate of 75%."This has made less sensitive to the officials the opportunity to purchase additional pension that private sector employees, including the replacement rate is 50%," says Philippe Crevel. In addition, the level of pension paid will depend on the pension point value, passed annually in the board. A rather complex system that does not allow the insured to have a clear idea of ​​what it touches.

The Préfon was dusted in early 2011. If the principle is the payment of a pension supplement in the form of annuity (taxed at the rates of income tax after deduction of 10%), it is now possible to recover 20% of the money invested capital (taxed 7.5%). Its main attraction is nevertheless able to reduce its income tax by contributing.As for the Perp, amounts paid annually to the Préfon are tax deductible within the limit of 28,281 euros for 2011 income.

Madelin: a necessary complement to the self

Created to encourage self-employed (merchants, independent artisans, professionals, leaders of society … self-employed) to accumulate savings and a pension insurance scheme Madelin contracts are tax-advantaged. As for the Préfon and Perp, contributions are deductible from taxable earned income (BIC or BNC). The device is even more advantageous, since the deduction of 10% of income to a maximum of 28,281 euros plus an additional deduction equal to 15% on income between 35,352 euros (the maximum Social Security for 2011) and 282,816 euros (eight times in the past). The maximum deduction is set at 65,401 euros."Contributing to this diet is all the more necessary for the self that the benefits of their pension base are lower than for employees," said Marc Darnault.

According to the circle of investors, 61% have an independent contract Madelin (including retirement). The FFSA counted 899,000 contracts outstanding of 1.1 billion euros. The funds invested – usually on euro fund or units of account such as life insurance – are recoverable in the form of an annuity (taxed at the rates of income tax). No events capital is possible except in very specific cases of bankruptcy or disability of the investor.Finally, unlike other retirement investments, payments on contracts Madelin must be regular.

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The men will have no excuse. Useless to try to escape the drudgery of shopping by invoking the broadcast of a football match on television. In partnership with Sky TV operator, the giant British retailer Sainsbury's has started testing a new generation truck that allows customers to shop without fear of missing their favorite television programs.

The trick? These trucks are equipped with a support which can be integrated into a digital tablet iPad and speakers. A self-charging solar battery to allow the tablet to never fall behind. The user – must however bring their own iPad – can then install the Sky Go, which allows it to follow the programs offered by the Sky group's channels, in particular the five sports channels Sky Sports.Support for the tablet is attached to the front of the truck at the site usually reserved for child seats. And to avoid accidents of trucks, everything has been thought. They are equipped with a sensor that emits an audible warning when a client caught up in their screen gets too close to another truck.

"A practical and innovative gadget»

The creator of the Sky Go cart, Ian Burgess of the company Setwo Designs, said in a statement it had successfully met the "challenge" to "create a gadget that is both practical and innovative."This experiment, conducted in a single store Sainsbury's in West London, she is likely to be widespread throughout the UK? When asked about his intentions Lefigaro.fr, the distributor has been very discreet about the success of this test to its customers, as well as its intentions to deploy or not this concept to all its 934 outlets.

In France, the testing of Sainsbury's creates a limited interest in the supermarkets. Auchan, which has developed an application for the iPhone, then declined on the iPad, does not count for much install the tablet on his truck in the store. "We have no specific project for the iPad to date, but our research and development teams are closely monitoring these developments," says the distributor is free credit score online.As for the Casino, he questioned the economic model of such an offer, which requires a significant investment to equip the truck. "This concept is interesting if it allows for example to integrate advertising," said Stéphane Bout, director of information systems group.

There is also the question of interest to consumers. The use of new technologies is not a guarantee of success. "An offer based applications for mobile phones or tablets should provide information and personalized services," says Stéphane Bout. "The goal is to meet customer expectations." To see, therefore, if the "gadget" proposed by Sainsbury's Rave.

The truck "smart" hard to take off

If the test is not processed in the UK, it could well be in China.The phone operator SK Telecom announced the launch this summer of a test in a supermarket chain Shanghai Lotus. In this store, the carts are equipped with a touch pad with which customers can synchronize their mobile phones. This time, it is not for customers to watch TV while walking on the shelves, but to receive "advice for shopping, information about products and promotions on the moment," said SK Telecom in a statement.

The adventure of the cart "intelligent" began long before the arrival of the iPad. As noted by the Telegraph, there are already in the United States carts that warn the customer when there removing the "junk food", these products considered harmful to health. In 2008, TNS Sofres conducting a study on the "Future Store".The survey found that less than 35% of consumers surveyed in France said they were interested in the concept of intelligent truck, against 70% in China, 60% in Spain and nearly 50% in the United States. The iPad, which Apple sold 9.25 million copies worldwide in the second quarter of 2011, may well make this concept more attractive.

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Reassurance. Forty-eight hours after the announcement of an orderly dismantling of Dexia, the watchword is always the same. Reassure savers first. This is one for this purpose that the Belgian and French immediately announced they were giving their guarantee loans that the bank will carry on the markets. In Belgium, where Dexia has set up shop through its retail bank, investors have withdrawn, Tuesday, 300 million euros in their accounts, according to local media. Movement still moderate – Dexia is sitting on 88 billion of deposits – but pushing the government to act. The Prime Minister, Yves Leterme, a planned Wednesday nationalization of Belgian bank Dexia activities.

Fitch Monitoring

Then reassure markets about the solvency of the future together. This is the second role of the Belgian and French guarantees granted to the bank.They will enable Dexia, reduced its operating subsidiaries, to refinance its huge bond portfolio until no commitments. Fitch Ratings has nevertheless expressed its skepticism by placing Wednesday under review with negative implications for sustainability of the note Dexia.

Finally, reassure local communities payday loans. They expressed concern, saying that in France they would lack 1-2000000000 funding by the end of the year. However, the pattern of the new local bank – fiercely negotiated by Philippe Wahl (La Banque Postale), Pierre Mariani (Dexia), Jean-Dominique Comolli (EPA) and Antoine Gosset-Grainville (CDC) – "guarantees them instead continuity in their funding, "says one expert."We are working on a solid solution, structured," assured yesterday the Minister of Economy, Baroin.

The structure of this new bank is complex. A first entity, which will provide loans to communities, will be majority-owned by La Banque Postale. Behind, another entity, refinancing this time will be majority-owned by Caisse des Depots. It is this which will take Dexma (Dexia Municipal Agency) and its loan portfolio of over 70 billion. In negotiation, it was expected that guarantee Dexia loans risky. And as a guarantee of Dexia is not worth much today is the state-guarantee against these assets. Post convened last night a special board to validate this scheme, which should be presented in the coming days.

Reportedly, the government will create a new tax for manufacturers subject to the quotas of CO2. This tax will apply only one year in 2012. It will be between 0.08% and 0.12% of the turnover duty of the companies concerned. "Small polluters", those who received quotas for less than 60,000 tons of CO2 annually, will be exempt. Bercy is estimated that this tax will yield € 223 million. It will be paid by 400 companies. In fact, the electricians (mainly EDF) and large boilers are the main contributors: they will provide one third of tax revenues. Other very involved industries: food processing, chemicals, metallurgy and automobile industries.

The purpose of this tax, which will be part of the draft budget law (PLF) for 2012: to allow Paris to meet a European requirement short term personal loans.Around 1100 French facilities are subject to quotas of carbon. Each year, new plants, boiler plants and enter the system. Now the state no longer had to allocate quotas to new entrants. It must be purchased from the Commission or on the market, and then distribute them free to businesses. By creating this new tax, the state funds this additional cost.

Moreover, the government should announce at the presentation of a PLF government deficit to 81.7 billion euros in 2012. This improvement – the deficit to 95.7 billion in 2011 – is partly the result of the austerity measures taken by the government. The tax burden should also exceed 44% of GDP in 2012, against 42.9% this year. Despite this, the debt will be around 87% of GDP in 2012.

The smart electricity meter – or communicating – also known as counter Linky, will be extended to all of France. The decision will be made official Wednesday by the Minister of Industry, Eric Besson, attended by all stakeholders in this important industry. So far, this counter had been the subject of a test phase, in Lyon and Touraine.

This counter communicator, which allows to know its power consumption in real time and thus better control, will be installed progressively from late 2013-early 2014. A five-year period is planned to equip 35 million consumers, knowing that the European directive assigns a target that 80% of users are in possession of this tool in 2020. "This counter is a future asset for the modernization of the electricity distribution network.It will particularly help to end the current system of estimated bills, sources of discussions, said one industry player. In addition, the meter installation will require the creation of over 10,000 jobs. "

Throughout the past few weeks, a severe battle was between ERDF – a subsidiary of EDF in charge of distribution – and local authorities about the property counters Linky. Upon arrival, the government has not decided to change the current law, which states that the networks, which include counters, belong to communities. In support of its reflection, the government relied on the report of "Committee Linky" on the generalization of communicating electricity meters in France.The report, led by parliamentarians Ladislas Poniatowski and Jean-Claude Lenoir, was sent Sept. 21 to Eric Besson.

According to the overall pattern was retained, ERDF will be responsible for ordering and installation of new meters. These will be installed free of charge, the government decided that not considering either a tax increase for network use, one of the elements of the bill paid by customers.

A cost of 4.3 billion euros

In charge ERDF therefore, which plans to spend 4.3 billion euros to the generalization of the program Linky, to compensate the investment by the productivity gains achieved through this tool. For example, the new meter will perform many interventions that will distance the presence of agents of ERDF to the customer will no longer be necessary."But whatever the gains, a system of passing on costs is possible sooner or later," suggests an industry expert.

As for local, they indicated that the expected effectiveness of the new meter is fully proven. In other words it is shown that consumers can realize significant energy savings. Widespread Linky is a crucial element of energy efficiency policy of the government at a time when energy prices rise.

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LE FIGARO – You met President Nicolas Sarkozy Friday. What is your analysis of the crisis in the euro area?

Pedro Passos Coelho – Our views are converging. We must accelerate the process of ratifying the plan in July that the EU speaks with one voice. It is essential to avoid systemic risk. How to convince the markets where European leaders expressed doubts on the future of Europe! It must be absolutely avoided, it is better to be silent than to sow doubt.

Would it be better to organize the failure of Greece?

I refuse to make predictions, I'd rather be patient and hope that Athens takes its objectives and carry out sustainable reforms. If Greece dark, the entire EU to be at risk.We need to help Greece and at the same time strengthen the EU, to establish a more integrated economic government which deals with taxation.

What are the consequences in Portugal of the deepening crisis in Greece?

Portugal is in a vulnerable position vis-à-vis Greece. If the crisis worsens, it will make our recovery process more difficult. My vision is very pragmatic: we must make every effort to carry out reforms and fiscal consolidation.

Economists doubt your ability to meet commitments on fiscal 2011?

The aid package was negotiated before the elections. Since then we have taken additional steps preventive and our calendar of spending cuts is more ambitious. We have the political support for it.We will keep the target of 5.9% of GDP deficit in 2011 and are targeting a primary surplus (excluding debt service) in 2012 for a balanced budget in 2015 and an external account deficit by half a point against 9% last year. In addition to the expenditure side and the privatization plan, we will conduct several structural reforms, justice, labor market, too rigid regulation. We will create a board of public finances, which will be independent to ensure full transparency in the management of the state.

Where are you from privatization?

We are to remove the golden shares held by the state in public enterprises, then we will begin the process of privatization in the energy sector by mid-November, by selling the companies for electricity, gas and oil, which Galp.We will then proceed to the privatization of the airline TAP, the airport manager Ana, mail, freight rail and radio station public television RTP. The whole process should be finalized in late 2012, the objective to recover at least 7 billion euros.

Have you received expressions of investors?

Yes, many, from the European economies but also emerging countries, Brazil, China and several Arab countries easy payday loans.The president of the National Bank of Economic Development in Brazil (BNDSE), the President of Brazil, Dilma Rousseff, Lula and his predecessor have already come to us with investor interest in Brazil.

This interest is there also for the government debt?

The purchase of public debt is subject to specific rules, but the important thing is that there were demonstrations of confidence in this government about the quality of Portuguese debt.

Will you create a wealth tax, such as Spain prepares to do?

We refused this solution, not to discourage large fortunes to come and settle in Portugal. However, we have created a special tax of solidarity that will help tackle the portion of 2.5% marginal tax on income that will affect higher wages and will last two years.We also created an additional tax of 3% on business profits in excess of 1.5 million euros, also for two years. The purpose of these taxes is not to create an additional revenue but to allow us to finance social assistance measures for families hit hardest by the crisis.

What are these measures?

They are primarily related to housing. Households that can no longer repay their debts to buy their apartments can contact their bank for the loan to be converted into low-rent, which will relieve the financially while allowing them to remain at home. Similarly, those earning up to one and a half times the minimum wage benefit from using public transport.In addition, if we were forced to raise to 23% VAT on gas and electricity, we have created a social tariff for the poorest.

How to boost growth given that domestic demand will remain very low?

It is true that the austerity has a recessive effect. The middle class will suffer significant sacrifices. That's the ticket out of the crisis, the price of a country that has spent too long. Domestic demand will have a negative contribution to the end of 2012. This will be offset by exports that are doing well. The adjustment must be done very quickly to ensure the financing of the economy. Privatization are important to increase the availability of cash to help recapitalize banks. This will improve competitiveness, greater openness and internationalization of our economy.The State abound 12 billion euros in guarantees for banks.

Competitiveness remains the weak point of Portugal?

Hence the urgent need to launch structural reforms, which should have been done in conjunction with the entry into the EU. The country in several sectors – textiles, information technology, biotechnology … the high performers.

With the individual

1. How does the new system?

Gains on sales of a second home, a rental property, a Land, or in case of supply of property to a SCI continue to be taxed at 19% (plus social security contributions, ranging from 12.3% to 13.5% as of October 1, 2011). However, we must now wait 30 years to be fully exempt (as against 15 years now). The capital gain is calculated after the application of a tax that increases with the length of detention. Beyond the fifth year, this amounts to 2% per year between 6 and 17, 4% between 18 and 24, and 8% between 25 and 30. Thus, 80% of the capital gain is taxable after 15 years, and 64% after 20 years. The tightening of the tax on transfers subject to a deed of 1 February 2012 (bill of sale signed by the notary).The measure applies retroactively to contributions to family SCI occurred since August 25, 2011.

2. The main residence is she exempt?

Yes. It might then be tempting to declare it as such a second home to enjoy the exemption of capital gains. Bad idea, because the IRS can easily discover the fraud by verifying if the property was declared as a principal residence for tax. In the eyes of tax authorities, your principal residence is the place where you live as usual for most of the year. If you have a housing function, it is, in principle, your principal residence. Unless your spouse and children reside permanently in another house, which is then regarded as your principal residence. It must also be your principal residence at the time of sale.The administration does not challenge the exemption if the property is not occupied between the sale and the actual transfer when the property is sold within a reasonable time (approximately one year).

3. How can I limit the impact of taxation?

If you own a rental property or second home for less than 30 years, you may find it advantageous to sell it before February 1. Given the period of 2 to 3 months, usually required between the signing of an agreement to sell and that a final deed of sale, you have until November to find a buyer. After February 1, all sales will be subject to the new regime. To reduce the scope, it will still be possible to make donations. These are not considered transfers, they do not tax capital gains.You will have to pay the gift tax if the value sent to each recipient exceeds the rebate applicable to the transaction (€ 159,325 in 2011 to parents and children).

Accuracy: exposure of Axa France Vie on government bonds of Spain and Italy is not 17.26% as indicated in our last column of Sept. 27. The AXA Group's cumulative exposure to bonds issued by Greece, Ireland, Portugal, Spain and Italy was 7% of the general assets of the group at June 30, 2011. The portfolio life insurance would be lower.

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