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 21 countries through our proprietary M+M Gate network.

External News Flow

Europe watches over the french election

How far will the “Everything but Macron” take us? This is what our neighbors in Europe think when they observe the campaign for the second round of the 2022 presidential elections.

The 🇩🇪 Germans 🇩🇪 “see a far-right program […] where Marine Le Pen hits hard. They are surprised to see that the French can elect someone who hits Germany harder than Russia. “, explains Nadia Pantel, correspondent for the Süddeutsche Zeitung and guest, this Friday, April 16, 2022, of the program Vu D’Europe for LCP. She was accompanied by Richard Werly, correspondent for Le Temps in Paris, Alex Taylor, European journalist, and Benjamin Grange, President of Mascaret.

Seen from Europe: in France it is a question of giving everything to a president.

Seen from 🇨🇭 Switzerland 🇨🇭, “it is not surprising to see that 30% of French voters are in favor of this political camp [the far right]. The real surprise is basically the French political system which, at some point, can topple. In Germany, in Switzerland – parliamentary systems – they are coalition systems. In France it is a question of giving everything to a president. We still wonder: are the French capable of going that far? That is to say to hand over the keys of the house of France to a far-right candidate? »

Whether on the continent or outside, perceptions and opinions are similar. The results of this second round question and worry a lot. Many of them have the impression of living a “déjà vu” and to hope that the scenario will be the same as 5 years ago. Emmanuel Macron is criticized for having finally failed to reconcile the “two Frances”, and the media for only making a superficial presentation of the far-right candidate, who for the first time has a large reserve of votes – fruits of 5 years of waiting.

(Re)discover the entire program by following this link, you will find Mascaret’s analyzes on the subject.

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Top influencers tech

The time is for elections and politics, but this atmosphere can prove to be heavy. We offer you a respite break with the top 10 tech, entertainment and gaming influencers! Produced in partnership by Mascaret and Challenge.

Squeezie, Inoxtag, Antoine Daniel or Amixem… you may already know them, they are the stars of the networks. The first alone has more than 40,000,000 subscribers on its various platforms! “Youtube really exploded in 2011 and 2012. Me, I exploded my bank account to buy enough to make videos,” he recalls, bursting out laughing. Ten years later, Squeezie has his own clothing brand, YOKO, set up his communication agency, bump., with some of the talents of the Webedia group and today represents the Vivo smartphone brand in France.

If the tech influencers are not left behind, whether it’s WarTek or Johan “Jojol” Lelièvre and their precious advice, it is the streamers who have the best part in this ranking. We find the biggest names: the famous Adrien “Zerator” Nougaret whose Z Event raised, last October, more than 10,000,000 euros for Action Against Hunger; P-A “Domingo” Bizot who masterfully presents his legendary show “Popcorn”; Corentin “Gotaga” Houssein, the most famous e-sportsman in France; Xavier “MisterMV” Dang, who these days participates in the political role-playing games of Fiber Tigre!

Find the details of our inquiry by clicking on this link.

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Top political influencers

On Sunday April 10, 22, the French moved to the various voting centers to decide who should become head of state, including nearly 5 million 18-24 year olds. Who are their political influencers?

A specificity emerged during this first round

Mobilization and participation of young people. And this, despite the higher abstention rate than 2017 (1st round: 22.2% in 2017, against 25.14% in 2022). When, at the end of March, the magazine Challenges and Mascaret revealed a ranking of the 10 best political influencers of the year, a majority of them were from the new generations and monopolized digital platforms. They analyze political news, subsequently touching on a new, younger segment that is usually not very sensitive to certain themes.

The role of political influencers

This is the case of the young journalist Hugo Travers who, at barely 24 years old, has a YouTube channel – Hugo Décrypte – which exceeds 4,500,000 subscribers. He had already stood out during the 2017 presidential elections by interviewing the candidates. Since then, his notoriety and his legitimacy with the French have continued to grow, making him the youngest face of the free treatment of national and international news.

We also find in this ranking Tatiana Ventôse who uses the codes of social networks to inform her almost 300,000 subscribers on YouTube and Instagram, the excellent Clément Viktorovitch, political scientist, journalist, role player and expert in rhetoric who occupies the fourth place in the ranking, Pascal Boniface, famous director of the Institute of International and Strategic Relations (IRIS) and his school (IRIS SUP’), or even Jean Massie and Usul of Mediapart in the program Backseat, etc.

Youth and politics are no longer opposing terms.

Young people occupy an important place on the scene of political debate in France, a place they did not expect. For the majority, this success is the result of opportunities seized thanks to digital communication tools. The “younger generation” has long been considered apolitical, but the current paradigm exposes the obsolescence of such ideas. Youth and politics are no longer opposing terms.

It is therefore judicious to observe the impact of this new commitment of young people on the outcome of the presidential elections. Are we going to witness a drop in their participation when we know that their favorite candidate, Jean-Luc Mélenchon, will not be in the second round? This one obtained more than 30% of those under 35 years old, as for the reverse, the electorate aged at least 60 years old mainly focused on Emmanuel Macron. Are we facing a real intergenerational conflict? The role of political influencers will be key in the future.

Find the details of our inquiry by clicking on this link.

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Top influencers science

Challenges revealed the details of its “Influencers” report written in collaboration with Mascaret! This week, science is in the spotlight 🔭🧬

We are very proud to be able to share this top 10 with you. Non-exhaustive, it pushes forward great scientific figures, but above all, to popularizers! Of course, there are the all-important Thomas Pesquet and Jean-Marc Jancovici, as well as Fred Courant for L’Esprit Sorcier. We wanted to highlight the creators of new generation content.

Thus, it is the excellent Romain “Monté” Filstroff from Linguisticae, the unusual Patrick Baud from Axolot, Léo Grasset from Dirty Biology or even Marion “Professor Moustache” Montaigne who come to dot this ranking. All these science influencers have greatly contributed to the better dissemination of scientific knowledge!

Read the full article by clicking here.

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What impact for the McKinsey scandal on the french presidential election?

A look back at Benjamin GRANGE‘s analyzes of the McKinsey scandal on the eve of the 2022 presidential elections. Presented by Myriam Encaoua on the program Ça Vous Regarde on LCP (La Chaîne Parlementaire) and alongside Lasserre Isabelle, Journalist for Le Figaro. We find a decryption of all the information that upsets the last days of the French presidential elections of 2022.

Both sources of information and distribution channels, social networks are now essential elements of any electoral campaign. These allow candidates to challenge, get people to talk about, and then vote, a larger and more diverse audience than usual.
And given the mass of reactions produced by digital communication tools, it is impossible for certain political figures – who have still not decided on the candidate for whom they will sign, like Nicolas Sarkozy -, to escape multiple questions from the public and the press. What should be understood from the latter’s silence on his “favorite candidate” for the supreme magistracy?

“The McKinsey scandal: a blessing for the opposition”

Immediacy being essential on social networks, the mass of information produced testifies to the vigor of the public for the subjects. This makes it possible to base a judgment on the candidates for the positions of president. This is the case, for example, with the McKinsey scandal, which “poisoned Macronie” with its #McKinseyGate arising on the eve of the departure of the French for the polls. What consequences can this political scandal have in our current context?

For Benjamin Grange, this case represents “blessed bread for all opponents of Emmanuel Macron. Political opponents from all sides pounce on it and it is they who ultimately manage to score the most points. Similarly, he deplores the unfair juxtapositions of certain opponents, in particular Philippe de Villiers, whom he quotes during his speech. “Instead of talking about consulting firms, he talks about ‘private pharmacies’. We can clearly see where he wants to go. He tries to highlight one thing: the taxpayer pays twice. Once for senior officials and once for McKinsey consultants. It obviously puts the 2 populations in the same basket…”.

To follow his entire speech, you can watch the program again by double clicking below.

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Corporate News

To barrage or not to barrage ?

Before going to vote this Sunday in the second round of the presidential elections, read our latest barometer! The big question of the moment: to faire barrage or not to faire barrage? In french, this an expression meant to designate the usual union formed around any candidate that opposes the far right. Nowadays, this union is in shamble…

Benjamin Grange and Yves Censi share their analysis of social networks with us in this ultimate Odoxa, Mascaret & L’Obs barometer:

E. Macron, leader of the election on social networks faces a rival on the rise.

“Emmanuel Macron retains a large lead on social networks, a bonus for the outgoing president supported by a strong mobilization of his supporters (Blanquer, Le Drian, Le Maire, but also Estrosi, Philippe or Sarkozy). With 12.5 million mentions and more than 50 million engagements, it largely dominates its rival. However, it benefits from the disappearance of the other “anti-system” candidates for its online communication. Hitherto stifled, it is truly re-emerging in discussion spaces and accelerating more and more: with 3 million mentions (+115% compared to the previous month) and 15 million engagements (+125%), the face- face-to-face materializes.

The orphans of the first round are torn over the definition of the “lesser evil”.

If the unfortunate candidates have now disappeared, we note an impressive peak for Jean-Luc Mélenchon the day after the election: 5 million mentions (+95%) but above all 27 million commitments (+170%). What this last figure indicates is the extraordinary activity on social networks around the Mélenchon subject, and in particular a good part of orphan voters put in the hot seat. And they are not alone: ​​the question arises – less in terms of traffic – for other candidates and their supporters. The big question today: “Which is the lesser evil, Macron or Le Pen?” »

To faire barrage or not to faire barrage?

The refiguration of “reluctant votes” or “rejection against rejection”. On the one hand, among the top 25 of the most used hashtags over the past 30 days, we find #MacronDegage2022, #ToutsaufMacron and #MarinePrésidente facing a little #5ansdeplus pro-Macron. On the other hand, we have an impressive increase in the use of the terms “extreme right”, “racism” and “fascism”, revealing real concern among Internet users. The same goes for the Republican “dam”, which was widely mocked at the time but which is now becoming a reality: from less than 50,000 daily results on average, we have reached a peak of 250,000 mentions to date. However, on this traffic, we notice that more than 30% of the feelings are negative… A barrier difficult to mobilize and which will therefore be done reluctantly. »

Find all of our expertise below or on the Odoxa website.

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Gala night to the benefit of the Foch hospital!

Mascaret was present at the exceptional Gala evening held yesterday at the Cercle de l’Union Interalliée for the benefit of the Foch Hospital, alongside its doctors who work miracles on a daily basis.

This evening brilliantly hosted by the formidable duo David Abiker on the microphone and Camille Taver on the piano, offered everyone the opportunity to spend an unforgettable moment and to immerse themselves in the heart of the hospital, embodied by its doctors and patients.

The speakers delivered moving testimonials and highlighted major advances in the field of scientific and medical research: Henri Balsan, Isabelle Knock Meo, Laurent Cayssials, georges rodesch, Charles Cerf, Benjamin Leroy, Jean-Marc Ayoubi, Déborah Berlioz, Maÿlis Gueugnon, Jaafar Bennouna.

The funds collected during this evening will finance the creation of a new building dedicated to oncology, spearhead of the Foch Hospital.

The Foundation warmly thanks all the participants who contributed to the success of this event, starting with Louis Schweitzer, President of the support committee of the Foch Foundation, Jean-Louis Buhl, President of the Foch Foundation, Jean-Paul Vermès, President of the Hospital, Jacques LEGLISE, Director of the Hospital, as well as the members of the support committee: Thierry Jadot, JEAN NAINCHRIK, Méka Brunel, Bernard de La Villardière, Laurence Parisot, Nicolas Mérindol, Alain Leclerc.

Without forgetting all the loyal patrons who contributed to the success of this evening through their commitment alongside the Hospital: Elior France, Arkea, Arkéa Banque Entreprises & Institutionnels, Twelve Consulting, SCADIF, Benjamin GRANGE, Vincent de Bary, Dassault Aviation, Meta, Union des Blessés de la Face et de la Tête / Fondation des Gueules Cassées, Gecina Publicis, Alain Bouteiller, Laurence Danon Arnaud, Jessyca Falour, Denis de Kergorlay, Ben Newick MBE RVM, Pascal Cübb, Fabienne Duboscq-Bollon, Catherine I., Caroline Cochaux, Alexis Cavaillon, Valérie Moulins, Nelson Monfort, Laura Flessel.


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ECO KEYS volume 2 is out!

Discover the 2nd issue of ECO KEYS, the magazine of transformations created by our client EcoDDS in collaboration with Mascaret! 📖

In summary, you’ll find an interview with Maud Fontenoy telling us why oceans are the future of the planet, an interview full of optimism with the director of BPI France, Nicolas Dufourcq, as well as a report on the last primary forest of Europe 💡🌳🏭🌍

To discover an extract from this 2nd issue of ECO KEYS, click here!

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Presidential election 2022 – second round: the latest opinion poll by Mascaret, Odoxa & L’Obs

On this morrow after the election, a look back at the Mascaret opinion poll of voting intentions for the second round of the 2022 presidential election! Discover our estimates in collaboration with Le Nouvel Obs and our partners at Odoxa.

It is therefore Emmanuel Macron and Marine Le Pen who will face each other on Sunday April 24, as we had estimated. We predicted 28% for the outgoing president (27.6% preliminary results) against 24% for the candidate of the Rassemblement National (23.4%). The margins of error for voting intentions are established at between plus or minus 1.4 and 3.1 points.

In the second round of the 2022 presidential election, french people would grant 54.5% of their votes to Emmanuel Macron against 45.5% to Marine le Pen.

But this lead is still just as fragile: only 41% of voters would vote for Emmanuel Macron against 34% for Marine Le Pen… the others (25% altogether) are still hesitating between these two candidates or a blank or null vote (record in sight with 15%). Game’s still on. The debate between the two rounds promises to be decisive.

In any case, in terms of sociology, two Frances will face each other. The “popular” categories (50% vs 28%) and 25-34 year olds (45%) will vote Le Pen more than Macron. Conversely, the wealthiest French (51% vs 30%) and the oldest (52% vs 22% among those over 65) will vote overwhelmingly for E. Macron rather than for Mr. Le Pen.

You can find all the figures below or on the Odoxa website.

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Presidential election 2022 – first round: the latest opinion poll by Mascaret, Odoxa & L’Obs

On the eve of the election, Mascaret reveals its opinion poll of voting intentions for the 2022 presidential election! In collaboration with Le Nouvel Obs and our partners at Odoxa. As abstention threatens tomorrow’s election, you will find in our report the main trends observed in the electorate a few days before this vote, as well as our analysis of social networks:

Largely ahead of his main “rival” on social networks, the outgoing President is also criticized for his tightening of social screws

“Emmanuel Macron has accumulated 6 million mentions over the last 15 days, where Marine Le Pen hardly reaches one million. In terms of commitments, it even has 10 times more results (20.6 million VS 2.4 million). This means that the media publish more about President Macron (obviously, announcement effect, meeting, Ukraine, McKinsey, etc.), but above all, that Internet users discuss it a lot more (and debate it!). Announcements and publicity stunts on the social (learning, retirement, RSA, etc.) in particular, are hotly debated but because they went very badly: we observe significant peaks after his declarations but, above all, the feeling negative towards Emmanuel Macron is greater than that towards Marine Le Pen (36% VS 28%)! than 16,000 tweets in one day, while the Republican “dam” is only mentioned in derision…
Opponents from both right and left rush to Marine Le Pen to capture her electorate, but without much success.

Opponents from both right and left rush to Marine Le Pen to capture her electorate, but without much success.

The candidate of the National Rally remains difficult to hear on the networks, Éric Zemmour steals a lot of space for expression and online communities. A few exceptions, however, such as the publications of Hugo Décrypte which are always very successful. It is moreover Marine Le Pen who is the most targeted by the competition – from all sides – her rivals hoping to steal her place hitherto “acquired” in the second round. On his right, the Zemmour phenomenon aims to represent hard right tendencies there, and on his left, a real Mélenchon dynamic is accelerating in this final straight… but it is difficult to know if he will succeed in seducing not only historical voters on the left, but also the popular electorate recovered by the National Rally over the past twenty years. »

A big thank you to Gaël Sliman and the entire Odoxa team, as well as to our partners at the Nouvel Obs for this titanic work on the 2022 presidential election. We hope to have been able to shed some light on the eve of this decisive vote. for our common future.

To find the details of the figures and all of our analyses, you can download the complete study below or on the Odoxa website.

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