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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.

Thousands of patrons are expected today on the HEC campus in Jouy-en-Josas, a suburb of Paris to attend the first day of summer schools of the MEDEF, will run until Friday.

Re-elected handily in July for a second term of three years, Laurence Parisot has decided to head for the international competitiveness of enterprises. It therefore logically chosen as the theme for this event "The strangeness of the world" to show how the economic crisis has transformed the rules and forces companies to explore new modes of employment. "We face a world that we know but we do not recognize: we know China and India, but we did not imagine they would change so quickly at this point," says the President of the MEDEF.

175 stakeholders from 27 nationalities will be present during these three days.The opening session will be addressed by business leaders from North and South. Hari Bhartia, President of the Confederation of Indian Industry, John Chambers, CEO of Cisco, a giant high-tech American, Jacques Diouf, FAO Director General, Tom Donohue, president of the U.S. Chamber of Commerce and China's Yan Wan , founder of sina.com, China's first website information on the Internet, will interact with Laurence Parisot.A telepresence, an improved form of teleconferencing, will allow the Chinese to attend these debates.

Defending entrepreneurship

Ten cabinet members, including Christine Lagarde, Minister of Economy, Herve Morin, Minister of Defense, and Hervé Novelli, Secretary of State for SMEs and Crafts, as well as leaders of the CAC 40, which Frederick Oudéa , CEO of Societe Generale, and Christophe de Margerie, Total's CEO, will participate in these universities.

Medef will also defend the spirit of enterprise and new forms of entrepreneurship as a freelancer. The employers' organization wishes to put his back under the banner of "competitiveness more equitable.

She also wants to emphasize the key role of medium-sized companies employing between 250 and 5000 employees, SMEs and micro enterprises to resume growth.Laurence Parisot hope that the next G20 dealing with the matter of funding.

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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End of suspense. The British oil giant has reached an agreement on Tuesday with U.S. rival Apache to sell him for $ 7 billion in assets. In a statement, it said that this sale is "all production activities of oil and gas, land and infrastructure BP" in West Texas and New Mexico, and in the desert west of Egypt. In Canada, it sells its BP exploration and production of natural gas in western Alberta and British Columbia. A total of 385 million barrels of oil equivalent.

These assets accounted for in the first half total daily production of 28,000 barrels per day of liquid hydrocarbon and more than 9 million cubic meters of gas.

Moreover, a spokesman announced Tuesday that the oil company would lay off some activities within Pakistan and Vietnam.These activities mainly concern the production of natural gas. If the amount is secret, BP said that the fields had produced Pakistan last year only 4.89 million cubic meters of gas in the country, a mere 2% of its total gas production. Activities include two Vietnamese gas fields, pipelines and an electricity generation plant.

These operations are part of the creation of a fund of 20 billion dollars to reimburse the victims of the spill. BP's objective is to sell 10 billion dollars in assets.The British group said Monday that it had already disbursed $ 3.95 billion so far in miscellaneous expenses, including compensation already paid free credit report.

David Cameron "understands the anger"

The "case" BP is in any case more than ever become a political issue, potential source of diplomatic tensions between the United States and Great Britain.Following a head to head with President Barack Obama on Tuesday, British Prime Minister, David Cameron, tried to calm things down, saying that included "completely anger that exists across the U.S. "against BP and it was necessary for him" BP mouth leak, clean the area and pays just compensation. "

"BP is a major undertaking for both the British economy and for the U.S. economy thousands of jobs depend on BP on both sides of the Atlantic. So in the interest of both countries that the group remains strong and stable future, "said David Cameron.

In a study received Tuesday, ratings agency Moody's estimates that if the spill had to stop short term, it would get at least 1.2 billion dollars in lost business and loss of 17,000 jobs in the region Gulf by the end of the year."Under a more pessimistic scenario in which the oil spill would continue until December, and the moratorium decided by Obama on drilling in deep waters until the end of the year, 7.4 billion dollars of activity would be lost and more than 100,000 jobs, "concludes the study.

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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.

No change in the short term. But the door remains ajar for two more months. Nicolas Sarkozy held a meeting this FRIDAY on pension reform in the presence of several ministers: Baroin (Budget), Georges Tron (Public Service) and Eric Woerth (Labour). Following this meeting, the President of the Republic has decided to send as is the bill (see the text in its entirety) to the Councils for review. No editing for now, is therefore proposed for this text which provides a gradual increase in the age of retirement until age 62 in 2018.

However, the executive says ready to developments on three issues dear to the CFDT: the situation of people who started working before age 18, taking into account the hardship and treatment of poly-pensioners (of persons covered by several pension plans) low fee payday advance. The special case of poly-pensioners had hitherto not been mentioned in the text of the reform presented Wednesday.

Nicolas Sarkozy has asked Eric Woerth offer him "at the latest before the start of parliamentary debate in September, possible developments on these topics.

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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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Meanwhile investors are turning away en masse Greek government securities. At midday, the rates of Greek government bonds to 10 years have reached a record high since the country's entry into the euro area. The yield on government bonds rose to almost 8.3% against a little over 7.85% yesterday. Finance Minister George Papaconstantinou has again tried to reassure, but in vain. The day before Athens had yet succeeded without any difficulty, to put 1.95 billion euros of Treasury bonds to three months at a rate of 3.65%.

The U.S. stock market opened on a note undecided on Friday, after aligning Thursday for a sixth straight session of gains, led by the industry.

A technical correction was expected.But that was not expected, is the slamming received by Goldman Sachs, whose shares fell by more than 12.5% to 17.15, bringing with it the whole banking sector and stock market indices.

The U.S. stock market watchdog, the SEC announced Friday it was suing the U.S. investment bank Goldman Sachs to "fraud" on the sale of investment securities linked to subprime mortgages, known as subprime cash till payday.

Goldman Sachs and one of its leaders, Fabrice Tourre, are accused of defrauding investors face while making "misleading statements and omitting material facts on certain financial products linked to subprime loans when the market U.S. housing prices began to collapse. "

The Dow Jones, which retreated in early trading by 0.41%, slipping from 0.92% to 11,041 points. The Nasdaq slipping 1.23% and back below the 1,200 points, 1190 points exactly, and the S & P retrograde 1.8% to 2049 points.

It was last January. At Matignon, Francois Fillon met Henri Proglio, CEO of EDF, and Anne Lauvergeon, president and CEO of Areva, to ask them, among other things, to settle their trade disputes in progress. Since then, several weeks have passed and little has changed. In any case the most sensitive issue, that of Eurodif, Areva plant located in the Rhone valley and which enriches uranium for the nuclear plants of EDF.

The contract between the two companies for these operations will run until the end of 2010. Then, or more precisely from 2013, is the brand new Georges Besse II plant – currently under construction – which will take over Eurodif. With, already, a solid contractual basis between the two groups since the short period 2013-2032.However, for the years 2011 and 2012 – the last two operations Eurodif – nothing is planned.

Specifically, EDF does not extend the current contract. Besides the fact that it has stocks of enriched uranium, the electrician lights will also appeal to other providers, namely the Anglo-German-Dutch Urenco and Russian Tenex. Moreover, Georges Besse II shall work more than 40% for EDF, while qu'Eurodif provides in recent years more than 60% of uranium enriched to EDF.While Areva did not deny the right of the speaker to act as he does, "except that before initiating a long lease on Georges Bessei, there is room for both groups based on a better footing," said an industry expert.

Mediation ultimately

But most importantly, the group led by Anne Lauvergeon, the end of the partnership with EDF on Eurodif is extremely penalizing financially. Even if he is careful to communicate officially on the subject, Areva made its accounts that would be tantamount pour2011 et2012, to an operating loss of around 500 million euros. This is not the spreading of the current production of enriched uranium to provide a solution.Similarly, for Areva impossible to find one or more replacements to EDF: In a sector as sensitive as the nuclear industry partnerships are formed very early.

As for EDF, the decision to discontinue its activities with Eurodif could pose problems on the technical level. Currently, two of the four reactors at the plant near Tricastin run on behalf of the enrichment plant, which alone consumes 5% of French electricity production. In other words, the electrician will have to "evacuate" a surplus of electricity on a very consistent network still inadequate. During negotiations, Areva has raised the possibility of reducing the power Eurodif to affect more than a reactor there.

The social aspect, too, is in question. Currently, a thousand people work at the site of enrichment. EDF has made a proposal for resumption of such personnel.But there is no indication of either side, both companies refused to comment on the developments of a commercial negotiation.

Now widely aware of the "problem Eurodif, governments have not yet decided. "The teams are working on it tend to consider separately the optimum of both companies, making it difficult to find a solution," said one expert dossier. In any event, the outcome is expected before summer.

We dare not imagine that these two companies majority-controlled by the State does not end up agreeing. In the meantime, the prime minister could still be forced to intervene. A mediation ultimately still destructive in terms of image for the French nuclear industry.

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