Formerly Dentsu Consulting, Mascaret is a leading firm in business communication.

Our clients are leaders of the SBF120 (120 most actively traded stocks listed in Paris), SMEs, start-ups, investment funds, unions, associations and political leaders.

Mascaret delivers on the economic value of the company, its expression and its perception by the stakeholders (investors, market, employees, civil societies and public authorities) at pivotal moments: acquisition, merger, exit, A/B/C/D fundraising, LBO, joint venture, corporate action, refinancing, evolution of governance, transformation plan, new manager, change of course, economic crisis.

Mascaret teams operate in France and in 12 countries through our proprietary M+M Gate network.

External News Flow

The financing of innovation in SMEs and ETIs, the basis of our future sovereignty

In France, 51% of the added value is generated by SMEs and ETIs. Our CEO, Benjamin GRANGE, was once again offered to express himself on the subject in the Sovereignty Letter pages of the MEDEF of Eastern Paris, MEDEF 93+94. He comes back to talk at length on the financing of innovation in #SME and #ETI, the basis of our future sovereignty!

Find the full analysis of Benjamin Grange in La Lettre M or on our website below:

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The Republicans: sympathizers for an alliance

To present this month’s political barometer, Mascaret (formerly Dentsu Consulting) was invited to Sens Public, the Public Sénat program presented by Thomas HUGUES. Benjamin GRANGE was able to present our analysis of #social networks to the guests on the show: Gael Sliman, president of ODOXA, Pascal Perrineau, professor at Sciences Po, Laetitia Krupa, editorialist for Public Sénat, and Beatrice Giblin, director of the magazine Hérodote. A look at the situation at the Republicains and the Greens!

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The political staff in trouble

Yves CENSI, Senior Partner of Mascaret (formerly Dentsu Consulting), spoke in Sens Public, the Public Sénat program presented by Thomas HUGUES. This week, a political staff in trouble with the current economic situation! 📉

“On social networks, the expression is above all emotional. What has been noted in the last month is a particularly difficult period for all political staff, government and opposition. The issues of the moment are hard ones, impacting the French: climate, cost of living, conflicts, controversies, etc. We can therefore see a strong anger rising, which is born of a mismatch between political discourse and the answers expected by citizens. This anger takes the form of mockery, and the result is a rise in anti-system speakers.

Find the whole speech of Yves Censi on our website or by clicking on the link below.

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Are electric cars really attractive to the French?

Following the publication of our October Innovation Barometer on electric cars, Benjamin GRANGE was on the BFMTV set to further analyze our results.

“When the French talk about electric cars, it’s not a subject like any other. It’s an emotional subject, eminently linked to freedom. Today, when you listen to them on social networks, it’s very clear: electric cars are great, but only when you’re urban or suburban. When you drive long distances, you’re not there at all. Terminals, autonomy, etc., the observation is clear.

The question that is currently being asked in connection with this dynamic, and which is linked to the economic situation, is: “what is the best way to buy? The French are talking about it a lot: gasoline – will we have it for very long – or electric cars – and their rising costs. And as with other mobility issues (electric cars, electric scooters, for example), the division is very deeply generational: the under-35s have much more positive perceptions of these issues and their themes (uses, ecology, investment) and this has a major influence on the positions taken and public policies.

You can find below all of Benjamin GRANGE’s interventions on BFM Business’ Tech & Co, presented by Frédéric Simottel, alongside our partners Emile Leclerc from ODOXA and Fabrice Catala for Kea & Partners.

CLICK HERE TO SEE THE FULL INTERVIEW.

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Social media sees rising energy crisis worries

Yves Censi, senior partner of Mascaret (formerly Dentsu Consulting), was present on the set of Tech & Co, the BFM program, to present the results of our innovation barometer in collaboration with ODOXA. Read the details of our analysis, this month on the subject of the perception of the energy crisis by the French:

The energy crisis has social networks on edge

With the end of summer and the drop in temperatures, the spectre of a winter without heating has taken hold of the networks. Over the last 13 months, we have seen half a million mentions and more than seven million engagements on the subject of the energy crisis. Rates that are nothing extraordinary. However, half of these volumes have been made since August 15!

It is therefore a real explosion of conversations and debates that we observe: an increase of 500% that betrays the concern of the French. Indeed, when we look at the details of these publications, we discover that the majority (50.6%) of these contents are negative. This is a particularly high rate that is only equaled by other moments of major crises: rising gas prices, political controversies…

French people feel little confidence

The debates are all the more heated as they affect Internet users very closely. As everyone is aware of the global causes of this situation, many are seeking to regain control of this state of affairs. Politicians normally play this role, but when they do speak out on the subject, they are not the most listened to or relayed. The few times that the public picks up on their messages, it is to criticize them. In particular, government announcements offering advice on how to reduce energy consumption: these are very badly received by Internet users, who feel guilty. The controversy surrounding private jets is proof of this: with a 300% increase in volumes since this summer, which are also largely negative, this is a symbolic expression of French people’s unease.”

CLICK HERE TO WATCH YVES CENSI’S FULL INTERVENTION.

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Corporate News

A difficult end to the year? A “lightning rod” Prime Minister; the French enjoy a Christmas lull

Once a month, Mascaret and its partner ODOXA offer you a political barometer to take the temperature of public opinion. This month : Elisabeth Borne is the target of all the criticism, Christmas and the World Cup help the morale of the French. Benjamin GRANGE and Yves CENSI share their analysis of social networks:

Risk of power cuts: the president flies to the rescue… of his government

Emmanuel Macron, who had recently taken a back seat, is gradually returning to the forefront of the media scene (+10% of mentions compared to last month). If he tries to surf on the craze caused by the French team – an approach that meets a strong skepticism among Internet users – it is especially on the subject of possible power cuts that he feels the need to intervene. Indeed, as the holidays approach, the French are very worried about these recent warnings, and the attempts of government members to reassure the public have not been enough. Bruno Le Maire, Olivier Véran, Élisabeth Borne… all of them are quickly pointed out by the opinion. The Prime Minister in particular has crystallized all the criticisms aimed at the political agenda of the majority, with pension reform and repeated use of Article 49-3 in mind. Indeed, she has reached her historical peak of negative sentiment since she took office: 80.1% of her mentions are negative!

The holidays and the World Cup are boosting French morale: a Christmas truce before the inflationary storm?

While one might have thought that the ambient gloom, rising prices and political conflicts would dampen the spirits of the French, it would seem that they have decided to take a welcome break. A breath of fresh air at the end of this anxious year, the good results of the French team in the World Cup are the number one topic of discussion this month with 1.8M mentions. Christmas and New Year are also a source of joy and resist the threats of inflation and price increases: the French are not letting themselves be put off and are still looking forward to this time of year. Beware, however, weak signals are beginning to appear: historical success, for example, of contests organized by e-commerce platforms of all kinds. People are desperately hoping to embellish their Christmas with beautiful gifts to put under the tree: the hashtag #Contest is more used and shared than the hashtag #Christmas!

Find the full survey below or on the Odoxa website.

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Tech: GAFAM, giants with feet of clay?

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA offer you a #Innovation Barometer to explore the general public’s relationship to the evolutions of this world. This month: GAFAM, a perception in trouble!

We share with you the “Eye of the Expert” section, in which Benjamin GRANGE details our analysis of #socialnetworks:

We no longer speak of “GAFAM”

Whether it’s about the “GAFAM” group or the associated mentions of these five large companies, the fact is that the category is less and less identified. Two key factors explain this dynamic. First, the multiplication of industry players that can be described as “Tech Giants”, which are making the news (Uber, Netflix, Twitter), American (Airbnb, Tesla) or not (Alibaba, Baidu, Tencent). In fact, it is becoming difficult to limit the problems created by these companies (personal data management, digital sovereignty, influence on public opinion, etc.) to GAFAM alone. Secondly, the new generation (led by “Gen Z”) no longer finds much meaning in this category, which is no longer in line with their use of social networks. They prefer Twitter, Tik-Tok or Instagram – which they differentiate from Facebook – and do not think of them as “companies” in the first place.

This outdated identification divides critics

As a consequence of this abandonment of the term, the small groups that speak loudest are gaining volume share. The less in tune opponents (personalities from the left as well as from the right) use it in their criticisms, but it is mainly the conspiracy groups that have reappropriated it. We find the classic elements of language, boosted by the anti-vax movement: the nebulous GAFAMs would have helped Bill Gates to introduce 5G in vaccines, etc. This mix of ideological genres is nevertheless a good reflection of mainstream criticism, which remains omnipresent and multi-partisan: risks of monopolies, foreign influence, power of private actors… The perception of the “Tech Giants” is getting worse overall, but if everyone agrees on the danger of the situation, few agree on the solution.

Find the whole survey below or on the Odoxa website.

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Public opinion facing an uncertain future

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA offer you a political barometer to take the temperature of public opinion. This month: what is the evolution of the opinion towards politicians in a context of uncertain future? Benjamin GRANGE and Yves CENSI share their analysis of social networks:

Faced with the mistrust of the French, the uncertain President goes into hibernation

Faced with the mistrust of the French, the President goes into hibernation The mistrust of the French towards those who govern them is not new, but for the past few months, they have been talking about it more and more forcefully on social networks, pointing out the daily ravages of inflation. Faced with this defiance, the President of the Republic has chosen to speak rarely. He remains more in the background during the last 30 days (-25% of mentions and engagement compared to October, -40% over the last six months), limiting his interventions to try to make each one an opportunity. The bet was rather successful for his interview on France 2, which generated a mass of conversations (175 000 mentions). Less so for other statements – one thinks in particular of “We must not politicize sport”, 20,000 mentions – which have only softly buzzed the web.

On the political fronts, the government tries to put out the fires of protest… but fuels them

Faced with the space left by the president, it is the government that tries to fill it, the faithful in the lead. Elisabeth Borne of course, penalized by the unpopular “49-3” repeatedly (peaks at 75% negative feelings), still perceived by a large fringe as “anti-democratic”. Gérald Darmanin has also suffered the wrath of the opinion by intervening on the demonstrations against the “basins”, then by the management of the Ocean Viking, to finish with immigration. Olivier Dussopt, for his part, made people talk about the reform of the unemployment insurance.

Finally, Olivier Véran returned to the health policies, giving an opportunity to the anti-vax spheres to return to the forefront with violent publications.

LFI and LR in trouble, the RN on the offensive continues its normalization

The other consequence of this presidential strategy is that it leaves the field open to political opponents, who seize the opportunity to point the finger where it hurts. But if they try to take advantage of it, few succeed in the end. Jean-Luc Mélenchon, for example, who was ahead of Marine Le Pen in terms of volume, is no longer able to emerge in the turmoil of the Nupes. He reaches his lowest rate of mentions for over a year (535,000 against 505,000 for September 2021). Same penalty for Adrien Quatennens, Manuel Bompard and… Laurent Wauquiez who remains discreet since the revelations of Mediapart. As for Éric Ciotti, he sees his volume of mentions double (+128%), but not for the right reasons. Is this a free field for Marine Le Pen? Or Jordan Bardella? If the latter also suffers in terms of volume, it still succeeds in a good shot at the opinion: it has almost erased this month the negative feelings around its mentions continuing to normalize its movement. This is a rare fact for her who usually totals at least 50% of negative feelings.

Polemic, a winning recipe for media success

The event of the month, which received almost twice as many mentions (175,000 vs. 285,000) as Emmanuel Macron’s visibility peak, was the almost violent confrontation between LFI MP Louis Boyard and TV host Cyril Hanouna on the set of the latter’s show, Touche Pas A Mon Poste (TPMP). The video excerpts, widely shared and commented on the networks, Twitter in the lead, make Louis Boyard a personality twice as mentioned (1,000,000) than Jean-Luc Mélenchon (535,000), and three times more than Marine Le Pen (330,000), in the month of November. Such a sequence, which manages to crystallize the tensions of the opinion, without bringing anything to the debate, remains the only media success of this month.

Find the complete survey with illustrations below:

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Benjamin Grange in CAP IDF: between globalisation and sovereignty

Our CEO, Benjamin GRANGE, was offered a two-page article in Cap’IDF, the MEDEF’s reference business magazine. The subject? Between interconnectivity and interdependence, rethinking the end of hyperglobalisation and the return of #sovereignty as a new field of #opportunities in the medium term 🌍 📈

An issue that is all the more important for European #businesses of all sizes in this context of economic slowdown and regional conflicts! Mascaret (formerly Dentsu Consulting) is keen to systematically develop these issues within its consultancy offer in order to provide a broader contextual view – a particularly crucial axis during major #transformation projects or key moments in the life of companies.

Cap’IDF #offer #consulting #ceo #geobuisness

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The rendez-vous of innovation – Tech, innovation and inflation

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA offer you our Innovation Barometer to explore the general public’s relationship with the changes in this world. This month, the central theme was obviously inflation, its consequences, and the sectors that are most resilient. 📈💸

We share with you the “Expert’s Eye” column, in which Benjamin GRANGE details our analysis of social networks :

INFLATION, AND ITS CONSEQUENCES ON EVERYDAY LIFE, OBVIOUSLY REMAINS HIGHLY DEBATED

The French are very vocal on the subject of inflation, with a peak in July largely fueled by the impact of gas and electricity prices on their daily lives. More broadly, conversations on social networks initially expressed French people’s astonishment at the rise in prices for many items (food, leisure, subscriptions, etc.), prices that are perceived to have increased gradually but without any apparent cause to justify them (no direct relationship with the war in Ukraine or the price of energy). Then, the conversation shifted from August onwards to consequence management: what system D to cope with? This is where digital solutions (second-hand sites, promotional sites, pay on demand, …) appeared as a precious support.

Volume of conversations in France on the subject of inflation. Source: Talkwalker, Mascaret analysis

THE TECH SECTOR IS NOT SPARED, ESPECIALLY IN THE IMPACT ON TALENT

Where the tech sector might have been affected only by the increase in energy, it turns out that the strongest impact comes from the consequences in talent management. In an already tight market, inflation is increasing the salary demands on highly sought-after technical experts. On specialized forums, we have noticed the appearance of conversations on the subject of revaluation, sometimes with demands for increases of more than 15% or 20% in the context.

Find the whole barometer on our website by clicking below!

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