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

Climate: tech raises hopes

Technology in the face of global warming: what is the position of the French? Find Yves CENSI‘s answer in its entirety when the replay is published on BFMTV!
 
Faced with the threat of climate change, #innovation is one of the main levers for reducing greenhouse gas emissions. Whether it’s renewable energy, electric cars or all forms of energy efficiency, low-carbon #technologies cover a wide range of sectors. These technologies offer more hope to people who trust green tech to meet the challenges of the climate and energy transition.  
 
As every month, Mascaret (formerly Dentsu Consulting) with its partners ODOXA and Leyton, present a political barometer analyzing the opinion of the French on one of the key topics of the public debate. In this study, we learn that the French expect a lot from the world of innovation and technology. For 72% of respondents – 5% more than two years ago – technological progress has been made. This is undoubtedly one of the least controversial and least divisive topics in France. 

Yves Censi, Senior Partner Mascaret, Emile Leclerc, Director of Research at ODOXA and Alexandre Charles Touret, Marketing Director for Leyton France, discussed the topic “Climate: tech raises the hopes of the French” in the Tech & Co Business program presented by Frédéric Simottel.

CLICK HERE

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Opinion poll: the Executive breaks apart / Coalition, can France get into it?

Benjamin GRANGE, senior partner of Mascaret, was present on the set of Sens Public for LCP to present the results of our political barometer about coalition-building, in collaboration with ODOXA.

This month, we look at the poll’s two main lessons: a struggling executive couple on one side, and a surge of RN and NUPES on the other. What to remember from this month of June rich in political events? Can our political class learn the art of compromise and coalition? How to reconcile relative majorities and political stability?

All these questions and many others are analyzed by a panel of experts who came to Sens Public, including Gael Sliman, president of Odoxa, Mathieu Souquière, essayist, Martin-Genier Patrick and Claire Chartier, journalist and essayist. Find the whole study on our website!

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No moment of grace for Emmanuel Macron…

Barely a few weeks after his re-election, the Odoxa – Mascaret opinion poll for Public Senate reveals a decline in his approval rating.

Indeed, at the same period 4 years ago, the president enjoyed a rate of 58%. The day after his re-election, a recent opinion poll reveals that only 44% of French people believe that Emmanuel Macron is a good president.

What explains the decline of the president in the polls? What are the consequences ? Moreover, what do the French think of the Borne government? And what does the Odoxa-Mascaret poll tell us about the state of the French political landscape more generally?

Benjamin GRANGE from Mascaret sheds light on these questions during the program Sens Public. Also on the set were:

Mélanie VOGEL, Environmental Senator representing French people living abroad,
Alexia Germont, President of the France Audacieuse think tank,
Pablo Pillaud-Vivien, Editorial Manager of the magazine Regards,
Lestrohan Erwan, Consulting Director at the ODOXA polling institute,
Giulia Foïs, journalist for France Inter,
PROKHORIS SABINE, Philosopher and psychoanalyst.
The program is presented by Thomas HUGUES.

“We see the weak signals of a rising movement”, notes Benjamin Grange, “around dissatisfaction with the state of purchasing power” while Erwan Lestrohan underlines: “With this new government, the French were waiting for the change in continuity. There they see the continuity, but not the change”. The conclusion goes to Mélanie Vogel: “President Macron has not set a course for his five-year term after his victory, today the French are wondering what will be the novel nation these 5 years”.

While France awaits the legislative elections to have more visibility on the political landscape, this great moment of uncertainty carries a lot of questions about the future of the country.

Click here to see the full show!

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Will Musk buy Twitter?

What would be the impact of the acquisition of Twitter by Elon Musk on freedom of expression? In a context marked by growing concerns about the influence of social media on society, the potential to observe, would Elon Musk buy Twitter, if this can further fuel debates on the place of social media in the media landscape.

Benjamin GRANGE, President of Mascaret (formerly Dentsu Consulting), Emile Leclerc, Director of Studies at ODOXA, and Teoman Atamyan, Innovation Director of Leyton have looked into the potential takeover of Twitter by Elon Musk. Rewatch the 01 Business program from BFM Business, presented by Frédéric Simottel.

Here are some highlights of their talks:

  • According to Teoman Atayman: “Elon Musk, with his 90 million subscribers, already uses this platform a lot to communicate. I am rather of the opinion that it is not to seek profitability for his other businesses that he proposes to acquire Twitter. »
  • Benjamin Grange notes that “the French are paradoxically more shocked than the Americans by the potential takeover of Twitter by Elon Musk, while most of the major French media groups are in the hands of major captains of industry. »
  • Émile Leclerc, for his part, does not fail to point out that: “French law is sufficiently severe with regard to what one can say in the public space, I think that there is an education in the law which must be made. »

The importance of social media as tools of influence justifies greater control over the type of content that can be disseminated there. Thus, questions regarding the legal and moral responsibility of social media networks arise.

Click here to watch the full video.

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What reactions in Europe to the french presidential election?

There is great “relief” among European populations who feared a far-right victory. However, “the narrowing of the gap between the votes of Emmanuel Macron and Marine Le Pen between 2017 and 2022 is seen both as a sign of a long-term threat and proof of a protest vote against a mandate previous”, analyzes Stéphanie Laurent, the eye of the networks for “Vu d’Europe” and Senior Partner at Mascaret (formerly Dentsu Consulting).

“The political offer does not correspond to the demands of several French groups,” explains Britta Sandberg, director of the DER SPIEGEL office in Paris and guest of the show. On Saturday April 30, 2022, they were both present alongside Richard Werly, Blick correspondent in Paris, and Annick Capelle, Editorial Manager for the Europe division at RTBF, to decipher post-(re)election news.

Are we heading for a victory for the far right in 5 years?

“It was a victory for the European project that happened on Sunday, April 24, 2022.” Despite this, some believe that the worst has not yet been completely averted. Are we heading for a victory for the far right in 5 years? According to Richard Werly, Switzerland’s eye on this set, the re-election of Emmanuel Marcon did not surprise the Swiss and the scores obtained are only proof of one of the most important challenges of the president: the great divide society that crosses the country. The French seem to live less well than their European neighbors, yet in some respects France is doing better! This is the case of retirement pensions which are higher than in Germany, but are not perceived as such. The question of purchasing power, accentuated by the regional economic imbalance, exacerbates this feeling of precariousness which is unanimous among the vast majority of French people.

It is not only economic subjects that drive the major issues of this second term. Education, the school system and its disparities, the promotion of professional learning, the social charge, as well as the salaries of teachers are points on which the President of the Republic is eagerly awaited.

To be able to follow the full decryption of the issues of this election as seen by Europeans, simply click on the link below.

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Corporate News

7 out of 10 French people expect politicians to be more transparent about their private lives

Once a month, Mascaret and its partner Odoxa offer you a political barometer to take the temperature of public opinion. This month, the central theme is the respectability of political staff and the impact of the Quatennens affair. Benjamin Grange and Yves Censi share their analysis of social networks:

The end of the electoral craze: users are now abandoning politicians

All mentions of personalities have returned to a “normal” configuration since the end of the elections. The general drop in volumes signals the end of the period of electoral fervor: people are turning away from national elected officials. It is now on the networks and in the public square that political and regal topics are debated, which are always topical (economy and inflation, energy, security, international, etc.).

Emmanuel Macron dominates the space, RN and Nupes lock themselves in their polemics

With its 3,000,000 mentions and 14,000,000 commitments in France, Emmanuel Macron is clearly ahead of the opposition beachheads. Opponents who have initiated few media offensives in this month of September, more preoccupied with internal affairs.

Significant element: most of the peaks of mentions of the opponents are made in reaction – or even in opposition – that is to say following attacks or polemics of their opponents.

The Quatennens affair enrages Internet users: the “hope-trahison-angst” dynamic is underway

We observed in the previous Odoxa – Mascaret political barometer that the young leaders of the different political parties had benefited from a large peak of interest from the public during the legislative elections. Adrien Quatennens of France Insoumise, re-elected deputy of the North, was one of them.

With more than 300,000 mentions and 1,200,000 (!) engagements on social networks, the “Quatennens affair” is THE polemic of this month of September.

Caught out, he is now paying a high price.

Almost half (46.3%) of the publications and comments on this subject are negative (the others being mostly neutral or in defense)! This is a particularly high rate that reveals the anger of Internet users.

The spectacular increase in the visibility of the name “Quatennens” – multiplied by 10 with the affair – is not a good advertisement, neither for him, nor for his party. It shows that a dynamic of “hope-trahison-anger” has been set in motion among Internet users in general and left-wing sympathizers in particular in the face of what they perceive as a betrayal of the “pact of respectability”.

They feel betrayed both because Quatennens has to be exemplary as an elected official, but also because he and his party have been particularly rigorous for “the others” whenever an affair of morality concerned them.

In short, on social networks, both LFI and Quatennens are getting a taste of their own medicine.


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Mascaret opens its new offices in Dubai

September 22, 2022 – Mascaret (formerly Dentsu Consulting), France’s leading business communications firm, is opening an office in Dubai, in the United Arab Emirates to accelerate the development of its activities in the Middle East and Africa. 

This opening is part of Mascaret’s international expansion strategy, already present in 12 countries through its proprietary network (M+M Gate).

The Dubai office will be managed by Reza Sadri, Senior Partner, who has been working for 20 years on major transformations in technology, particularly for public and private players in the Middle East. “Mascaret’s expertise in business communications is particularly well suited to the Middle East business ecosystem. I am delighted with this new location in Dubai, which will accelerate the deployment of our roadmap to become a reference consulting firm in the Gulf region” says Reza Sadri.

MASCARET UAE

Office 430, Building B – Al Saaha Offices – Burj Khalifa District – P.O. Box 487177, Dubai, UAE


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What is a mascaret?

What is a mascaret, otherwise called a “tidal bore”? Not all of our partners may know that this is not a word we made up from scratch, but a rare and highly symbolic phenomenon! 🌊🌊🌊

Those of you who are from the southwest may already be familiar with the mascaret. This phenomenon can be observed in certain regions where, at each tide, a sudden wave forms at the mouth of a river or a stream (the Gironde for example!). This wave will then go up the river against the current, and this, sometimes on more than 100km! The surfers then have a great time and enjoy this experience by letting themselves be carried by this unique wave 🏄♂️🏄♂️🏄♂️

A beautiful symbol of the values we carry!
#mascaret #newbusiness #brandinginspiration

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Business has become politics: Benjamin Grange’s column for Forbes

Senior partner and CEO of Mascaret (formerly Dentsu Consulting), Benjamin GRANGE reveals the content of his latest article for Forbes France: “The company has become political”.

The rise of stakeholders, the ESG approach, Covid19, the Russian crisis, … have strongly politicized the way companies manage their external relations

Internal politics has always been part of the company. In its positive sense, it consists in being diplomatic, in the art of promoting decisions, in presenting situations as well as possible internally. But in recent years, and with an acceleration since 2020, events have forced companies to go further. In its definition, politics is mainly about the collective. It concerns the actions, the balance, the development of the society in which we live, in all its aspects. For the company, politics is about the capacity to generate its externalities and to take clear positions towards society. For a long time, the company remained focused on its shareholders, whose growth and return it had to serve. It thus avoided interfering in matters relating to political parties, the geopolitical situation or public debates when this did not directly threaten the continuity of its operations.

Today, in an accelerated world where the transformation of the notion of authority, the systematic relativization of points of view, the multipolarity of decision-making centers, the versatility of communities of interest on the Internet, etc., mean that we have moved from the era of claimed expertise to the era of assumed influence, the company has been led to become a political player. Without limiting the personal impetus given by certain managers, pressure from customers, NGOs and civil society has forced the company to be curious and to make commitments in the management of its potential externalities: climate transition, production ethics, diversity, etc. By becoming aware of its interactions with society, the company has gradually become more political. As a direct consequence, it has begun to display its struggles, as illustrated by its status as a company with a mission or B-Corp. With Covid19, the company became a relay for the public authorities, offering services that the State had difficulty providing: purchase of masks, manufacture of gel, etc. Since then, the war in Ukraine has opened up the field of geopolitics: withdraw from Russia, leaving almost everything behind before the economic sanctions, or stay and be accused of not playing Europe’s game. Because if the company has become political in its relations with the outside world, it is also playing politics more and more. Total Energies chose to maintain its activity in Russia during the first months of the war. The consequence was twofold: significant profits and a new reputational issue, even prompting Antonio Guterres, Secretary General of the United Nations, to call for a tax on the excess profits of energy companies. At the same time, soaring fuel prices have generated intense mobilization of public authorities to implement measures to support purchasing power. Air transport and its customers have been singled out for the level of CO2 emissions, while industries that emit much more are the symbol of what needs to be relocated. Today, with the concept of sovereignty applied to private actors, relations are oriented towards certain “friendly” countries or countries reputed to be so, to the detriment of others. Another political choice! This situation raises a question of organization for the company. Who is responsible for managing this political management?


To find all our analyses on this subject, go to our website or directly to the pages of Forbes!

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MEDEF annual meeting: “transition” and “energy” are the omnipresent terms of this 2022 edition  

Created to replace the movement’s former “Summer University”, the #REF – Meeting of Entrepreneurs of France – has become unmissable, it is the “most influential #economic meeting of the fall… Two days to debate, exchange, confront ideas…” From August 29 to 30, 2022, the Longchamp racetrack in Paris welcomed government ministers, foreign heads of state, business leaders, experts and professionals in the fields of economics, finance and technological sciences under the theme of “Euro Visions”.

The program included more than 150 speakers, 30 debates, conferences, roundtables and keynotes led by the President Geoffroy Roux de Bezieux. “We had more registrations than usual this year. Bosses want to have perspectives and are looking for explanations on what is happening at the beginning of this five-year period”.  Indeed, the current geopolitical context is worrying: the anxieties created by a global inflation that is increasingly felt as well as by the climate crisis, the return of war in Europe … all subjects that require the attention and action of private enterprise become, today, political.

Benjamin GRANGE, Senior Partner & CEO of Mascaret (formerly Dentsu Consulting), was invited to the meeting of French entrepreneurs and led a round table with Joséphine Staron and Jacques Roujansky on the use of technology as an effective response to the challenges of frugality and energy transition. Interviewed in a program for the channel Acteurs publics, he explained how public-private cooperation could be useful to respond to today’s major economic and environmental challenges.


What to take away from REF 2022:

The government calls on companies and individuals to. More “general mobilization” in terms of energy sobriety.

What the Predisent of the MEDEF explained: “The plan of sobriety on which we discuss is mainly on two subjects: the temperature in the offices () and the mobilities of the daily life, by pushing the solutions of alternative transport to the individual car”

It is no longer taxation but the energy transition that has become the primary concern of members of the employers’ movement. 

Today, many citizens are asking companies to report on the various measures and solutions being considered to meet the climate challenge.

Recommendation: “Climate change: tech raises French hopes

In conclusion, all the employers’ movements seem to agree on participating in a cleaner, sustainable and decarbonized economy.

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