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 :


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


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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Our partner Quandela launches the first European quantum computer on the cloud!

Mascaret is proud to support Quandela, a French nugget that has just announced the launch of the very first European quantum computer available on the #cloud! 🖥 ☁  
Quandela launches the first European online service giving access to its quantum computers assembled and hosted in its Massy premises. This is a major step for the company, which has been working on this project since its founding in 2017.   
This new quantum computing service is made available to scientists, industrialists and companies, who can thus access several photonic quantum processors for calculations of up to 5 photonic qubits. This first European “QuantumAsAService” offer allows industrial players to discover and develop concrete applications specific to their industry. Quandela recently had the opportunity to prove the efficiency of its quantum computer by collaborating with major institutions such as EDF, CEA or ONERA – The French Aerospace Lab.

Congratulations again to the Quandela teams who have made it possible to achieve this French technological pride! 👏  

quantum computing #photonics #innovation #frenchtech #europeantech #deeptech #futureisnow #entreprise #consulting

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The car of tomorrow: many talk about it, few have done it

Once a month, Mascaret and its partner Odoxa offer you an innovation barometer to explore the relationship of the general public to the evolutions of this world. This month, the central theme is the car of tomorrow (electric car, hybrid, thermal, etc.). 🚗⚡

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

An explosion of mentions of the electric car in a context of energy crisis.

Over the last 13 months, there have been more than one million mentions and almost seven million engagements on the subject of the energy crisis. These are high rates, but they remain within the norm for societal topics. However, half of these volumes were made since last June! Indeed, when the topic of the energy crisis entered the public debate, the volumes exploded with a 300% increase, going from 15,000 weekly mentions to 45,000. Commitments are also very high compared to the rate of mentions: this ratio of 1 to 7 indicates a very strong public interest in the subject of the car of tomorrow. This means that when the subject is broached, it generates a lot of discussion and debate! Today, of the brands mentioned, Tesla is the one that is largely in the lead.

Urban users with very polarized opinions.

The car is an essential object in the daily life of the French and carries a strong symbolic capital. It is therefore not surprising that the debates unleash passions. More than 30% of the content is negative, which means that the discussions get very heated very quickly: both the pro and anti sides easily scorn and insult those on the “other side”. Moreover, let’s note that 65% of the participants are men under 34 years old: the same public that is most interested in both the car and ecology. Last major analysis element: of all the conversations, more than 90% of them are from the Paris region! This imbalance is much greater than the average: the subject of the car of tomorrow has not yet taken hold outside the French metropolises. It is therefore difficult to imagine the electric car as the ultimate solution to the crisis, as it is still reserved for a small proportion of users.

You will soon find the whole barometer here. In the meantime, you can consult it on the Odoxa website.

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Mascaret at GITEX 2022 in Dubai

Mascaret was present at GITEX 2022 in Dubai to support #frenchtech! Our Senior Partner Reza Sadri was there to defend French innovation and meet our international partners.

For the second year in a row – and the first since the opening of our UAE office! – Mascaret’s teams went to the famous new technologies exhibition in Dubai: the GITEX. Established in 1996, the forum now boasts an impressive track record: nearly 100 000 visitors, 4500 exhibitors, 750 startups and 140 countries represented. The Gitex Technology Week is now a tech event that has become as unmissable as the CES in Las Vegas or the IFA in Berlin.

A very nice edition this year that highlights the latest achievements in the fields of AI, robotics, IoT, Metaverse, Smart Cities and GSS. Find all our pictures of the GITEX 2022 on our website!

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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.


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

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