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 40 countries through the IPRN (International Public Relations Network) network.

External News Flow

Macron: the war of succession is on!

Between the abaya ban, the crisis in Lampedusa and the Pope’s visit to Marseille, online discussions are lively. Among the questions driving public opinion, one persists: who will win the succession of Emmanuel Macron in 2027?

While 50% of French people surveyed are unanimous in saying that Edouard Philippe is the ideal Renaissance candidate, 29% are thinking more of Gabriel Attal, whose popularity has risen this month. Has the war of succession become official?

On Public Sénat’s Sens Public program, Yves Censi, senior partner at Mascaret, looks back at the political news.

The first half of this year has been marked by heated debates on subjects that have weighed heavily on public opinion. These included pension reform and debates on the democratic deficit. Once these issues had faded into the background, interest in politics began to wane. This trend is finally being reversed, with the new political season focusing on highly controversial issues whose long-term future is still uncertain.

For a detailed analysis, check out the #baropol presented by Mascaret (formerly Dentsu Consulting) and its partner ODOXA, as well as the complete program presented by Thomas HUGUES with Yves CENSI, Céline Bracq, Yael Goosz, Bastien François and Emilie Zapalski.

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Mascaret X Challenges: which French influencers could earn the most thanks to social networks?

Who is in the Top 50 French influencers ? Which ones could earn more thanks to #socialnetworks ? Discover here the Challenges ranking and Mascaret’s analysis!

We are proud to have collaborated with the editorial staff of Challenges to bring you this series of articles on the current state of influencer networks.

The analysis of each influencer’s potential revenue reveals, among other things, an ever-growing interest from brands and an influencer market that continues to expand… and to make people dream ✨💰✨

Find the article in its entirety on the Challenges website by clicking here

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Odoxa-Mascaret political barometer: unpopularity and radicalization online

Online discussions about Emmanuel Macron reach their highest level since the presidential election… and their details reveal the radicalization of resentment towards the head of state.❗📣❗

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA bring you a Political Barometer to take the temperature of public #opinion. This month, Emmanuel Macron and the members of the government are experiencing an avalanche of negative opinions on the web: “The record goes to the Minister of the Interior with a peak of 90% of negative opinions!” We also observe a strong radicalization of online discourse, against the government, but also against the police. On the opposition side: François Ruffin is doing well with 45% of positive opinions, Fabien Roussel has a strong commitment (+240% compared to last month) while Eric Ciotti, more discreet, has a decline of 65%. In the background, Marlène Schiappa and the Marianne Fund affair continue to animate the conversations of the French online.

Find on our website all our analyses, presented by Yves Censi in the program Sens Public of Public Sénat alongside Thomas HUGUES, Emilie Zapalski, Céline Bracq, Mathieu Souquière, Jean-Sébastien Ferjou for Atlantico.

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Ecorama : presentation of our analysis to Guillaume Texier from Rexel

Twice a month, we are invited to the Boursorama Friday show to present the results of our #socialnetworking analysis. This week: Guillaume Texier, CEO of Rexel, was David Jacquot’s guest!

In summary: an indisputable reputation in #btob even if the activity remains poorly known to the general public.

It is certain that Rexel has many trump cards up its sleeve: an ambitious inclusion policy, a strong commitment to #decarbonation, and finally an expertise to share on #transitionenergetics and in particular on the acceleration of electrification.

Find here the Ecorama – La Grande Interview program, where David Jacquot offers the floor to our Benjamin Grange to present his guests with an overview of their perception in the online media and on social networks.

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Climate change: a lot is expected of FoodTech!

66% of respondents want FoodTech to focus on developing sustainable agriculture and more responsible consumption.

The sector will have to offer increasingly innovative solutions to meet this expectation… and prove right the 58% of respondents who believe that technology can help improve the quality of food.

“Delivery, but also online reservation or rating systems, diet applications or consumption habits modification (especially with an environmental perspective)…the French people who talk about FoodTech are numerous: 320,000 mentions on social networks spread over the last thirteen months!” specifies Benjamin GRANGE, Senior Partner of Mascaret.

“This concerns a younger generation. Those who entered through the #uberization systems are now looking for something totally different and this will have an impact on the application market ” develops Yves CENSI during the TECH&CO BUSINESS program on BFM Business.

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA offer you an Innovation Barometer to explore the relationship of the general public to the evolutions of this world.

Find on our website the whole survey and the “Expert’s eye” section, in which we detail our analysis of #social networks. You can also watch the replay of BFMTV’s Tech&Co program where Yves Censi presented our barometer alongside Emile Leclerc for Odoxa, Claire Gourlier for Kea & Partners and Frédéric Simottel.

Find on our website the whole survey and the “Expert’s eye” section, in which we detail our analysis of #social networks. You can also watch the replay of BFMTV’s Tech&Co program where Yves Censi presented our barometer alongside Emile Leclerc for Odoxa, Claire Gourlier for Kea & Partners and Frédéric Simottel.

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Corporate News

Odoxa-Mascaret political barometer: succession and controversy

From the abaya to the Fête de l’Huma, controversy creates engagement in a context of succession to the President of the Republic. 🗣️🔊🎭

Mascaret (formerly Dentsu Consulting) publishes a monthly political barometer, in collaboration with ODOXA and Public Sénat, to take the temperature of public opinion. Discover below an excerpt from L’œil de l’expert by Benjamin GRANGE and Yves CENSI.

The mentions and commitments of almost all political figures – majority and opposition alike – have exploded compared to the summer: the new political season is official. However, some fared better than others. These include Gerald Darmanin, Édouard Philippe and Gabriel Attal, who have multiplied their appearances on the national stage. They were able to make their presence felt on subjects that provoke debate and confrontation on the social networks. The dizzying rise in attendance is symptomatic of a phenomenon of crystallization of opinion.

The climate is getting tense. The rule of thumb this month is that #polemics generate engagement. The presence of singer Médine, the PR whistled at the Rugby Cup, the crisis in Lampedusa… the end of summer and the beginning of autumn were punctuated by controversies, whose media forms are easily recognizable: after a few peaks in mentions they quickly disappear from the news. However, one topic dominated all the others: the ban on wearing the abaya in schools. With almost 1.5 million mentions and nearly 9 million reactions in just one month, the abaya generated more content and reactions than all the other debates put together!

Find out more about the full ODOXA-Mascaret poll below:

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Mascaret leads a round table on the future of AI at the REF 2023

Mascaret took part in the MEDEF’s REF 2023, a not-to-be-missed event on the entrepreneurial calendar! Our CEO Benjamin GRANGE had the opportunity to lead a round table discussion entitled “2024, l’Odysée de l’IA?”.

In an increasingly complex economic and geopolitical context, REF 2023 enables us to reflect, innovate and accelerate towards a more promising future. The issues addressed are real contemporary challenges, and are also subjects on which Mascaret (formerly Dentsu Consulting) has built up its expertise.

Among the major themes discussed are resource scarcity, the future of work, #artificialintelligence, economic warfare and transportation.

For this fifth edition, Benjamin GRANGE moderated a round table on the theme “2024, the AI Odyssey?”. An opportunity to question the entrepreneurial stakes of AI, its implementation and its economic opportunities. A topic that raises questions about the ability of this technology to contribute to the common good and the development of a more #responsible society, while including all economic players.

A discussion on real contemporary issues, enriched by the participation of Alexis Kasbarian, Véronique TORNER, Aline Aubertin, Minggang Zhang, Philippe Latombe and Charles Znaty. We thank them once again for their presence and their valuable contributions to this discussion.

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69% of French people surveyed believe that AI will revolutionize our daily lives.

Mascaret (formerly Dentsu Consulting) and its partner ODOXA bring you an innovation barometer to better understand the French’s relationship with artificial intelligence.

Research and healthcare are the main areas in which the French have the greatest expectations of AI. The two complementary fields are seen as necessary for the development of societies. Health was the subject of much debate during the Covid-19 pandemic. The advent of AI in the wake of a health crisis could fuel hopes of reforms made possible by this technology.

Today, the AI race is of interest to the general public. However, mistrust remains: 64% of those questioned said they neither trust nor believe in the ethics of AI-created content. Nevertheless, they feel that this new technology needs to be regulated, and support the EU’s intention to do so.

One question keeps coming up, though: why is AI a topic that has exploded in the year 2023?

AI has become tech’s star subject. It is being mentioned more and more: less than 5,000 mentions per day in 2022, compared with an average of 10,000 today. Its media peaks are also four times higher than last year.

The popularization of AI has not been driven by experts, but by “recurring topics that are popular with the general public”. In particular, language models such as ChatGPT have contributed to the democratization of this technology, offering applications that are accessible to all. But the popularization of AI has also been driven by influencers who have seized upon it, primarily on TikTok and YouTube!

According to our analysis of public opinion and social networks, AI is most often associated with work! Recurring questions raise the question of the substitutability of humans for machines, and the risk that AI poses to our jobs.

For an even more detailed analysis, see the full barometer below!

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On social networks, the possibility of being blocked by the government is not going down well!

Recent events have shown us just how important a role social networks play in disseminating information, for better or for worse. Our expertise in opinion research – particularly online – enables us to share with you a few points and dynamics that we feel are important to note:

  • A political staff in trouble. President Emmanuel Macron, who had been benefiting from the post-retirement lull, has returned to a volume of presence (peak of 370,000 mentions on June 30) and negative sentiment (75%) similar to April’s levels. On the opposing side, all attention was focused on Jean-Luc Mélenchon. He reached levels of mentions almost equal to those of the 2022 election, and far superior to the pension reform. Marine Le Pen, on the other hand, is much more discreet, maintaining a perfectly stable presence. However, neither has seen any significant change in sentiment!

There were also some weak indicators. For example, the lexical field surrounding the events: compared to the terms “demonstration” or even “revolt” that were used to describe opposition to pension reform, “riot*” won the semantic battle for the June events. Opinion also clearly took a rapid fall on the subject of riots, peaking on June 30 at 80% negative sentiment. The record was beaten – with 90% of negative content – by the PR’s proposal to “cut off social networks”: users of all stripes did not appreciate this, and the first reaction was largely to equate this type of action with those of an authoritarian regime…

Don’t hesitate to share your thoughts, comments and opinions on these subjects with us!

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Political barometer: the post-retirement political climate is unstable

The post-retirement political climate is unstable: the government in trouble on social networks, dissolution of ecologist groups, while the RN – NUPES duel turns to the RN’s advantage…

In partnership with ODOXA, we bring you a new political barometer.

Key findings:

  • Emmanuel Macron’s popularity rating continues to climb (+2 points since April), despite the general public’s growing disinterest in politics.
  • Members of the government and the majority in difficulty on the networks: Gerald Darmanin, Yaël BRAUN-PIVET and Marlène Schiappa reach peaks of negative sentiment. The latter is one of the most rejected personalities, with 48% of negative opinions.
  • Edouard Philippe and Marine Le Pen top the list of political personalities. 53% of French people think that the RN has been strengthened by its attitude during the pension reform sequence, and only 33% think so about the NUPES.
  • On social networks, opinion is mixed following the dissolution of the ecologist association “Les soulèvements de la Terre”: while the majority of Internet users are uncomfortable with the use of the term “ecoterrorists”, the collective’s controversial methods are diminishing the number of its supporters.

You can find the full survey on our website, as well as the “Expert’s Eye” section by Benjamin GRANGE and Yves CENSI.

Photo Marie-Pia Rieublanc – Creative Commons

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