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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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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