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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Ailancy launches the Think Tank “Ambitious Finance” to think about the transformation towards a more sustainable finance

Ailancy, the leading French transformation consulting firm specializing in the banking, insurance and finance sectors, is launching the “Ambitious Finance” Think Tank in collaboration with Mascaret.

This initiative aims to redefine the role of the financial sector with regard to current environmental, societal and geopolitical challenges. The objective is to propose operational responses to accelerate the transformation towards a more sustainable finance. The work of the Think Tank, carried out in collaboration with the players in the financial sector (insurance, banking, finance, regulator and government) will enable everyone to take the necessary step back to accelerate their transformation.

This work is divided into three phases:

A research and inspiration phase with experts in the field: we have gathered the expertise of the sector’s key witnesses (Bertrand Badré, Christophe Harrigan, Alexandre Malafaye, Denis Duverne, Frederic de Saint-Sernin, Jean-Claude Mailly…).

A construction phase: based on the insights gained from our interviews, we invited executives and managers from the banking, insurance and finance sectors to an afternoon of co-construction on July 6, 2022 at the Cité Universitaire in Paris, a highly emblematic location.

This meeting was composed of round tables and co-construction workshops dealing with

  • The urgency to do things together
  • Regulations
  • ESG criteria

A proposal phase: we will publish a reference book that will be submitted to the government in the second half of 2022. This book will present operational responses to accelerate the transformation towards a more sustainable finance

Our ambition is to create a sustainable and transformative impetus for the banking, finance and insurance sectors.

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Combining economic sovereignty and economic freedom: Benjamin Grange’s column for Forbes

Benjamin Grange, Senior Partner at Mascaret (formerly Dentsu Consulting) published an article in Forbes France on July 19, 2022. It deals with the relationship between economic sovereignty and economic competition.

Indeed, while there is talk of de-globalization, the economic sovereignty of States is increasingly interfering in the game of free competition.

According to Benjamin GRANGE, “Without a common definition in Europe, and without truly public doctrines of national intervention, the framework for action given to economic actors remains uncertain, generating a risk for those who wish to act without offending.

A concept that is increasingly in vogue at a time when there is talk of de-globalization, sovereignty interferes in the game of free competition by creating one more uncertainty for economic actors.

In a world where economic competition is the norm, the game of pure and perfect competition is sometimes deviated by tacit or implicit practices that distort the competitive game to an extent that harms a country’s economy, its sovereignty or the security of its population. Let’s take the start-up XYZ, which excels in advanced technology (space, quantum, cybersecurity, biotechnology, etc.). It is currently seeking more than €100M. Several non-European funds are approaching it with, beyond financing, a desire to recover the technology. Under the guise of financing, it is in fact an act of economic predation, often characterized after the fact.

In another register, since the end of the 1990s, we have witnessed a proliferation of laws with extraterritorial scope, particularly of American origin. The “Discovery” procedure offers any party to a legal action brought before a non-US court the possibility of obtaining from the US judge the forced production of evidence held by any party on US territory, provided that the evidence in question is intended to be used for the purposes of the foreign proceedings. This is all it takes to serve as a lever of economic intelligence by requesting the production of all or part of documents or information normally protected by business secrecy. This abuse of extraterritorial laws has become an instrument of American foreign policy, and has grown in scope since 2001. Of the 26 companies condemned: 14 European and 5 French. No Chinese or Russian companies were convicted.

A French car manufacturer that sold nearly 450,000 vehicles in Iran yielded to the injunction of the Trump administration, which threatened retaliation against foreign companies doing business with Tehran, namely financial sanctions and eviction from the American market.

We can therefore understand the emergence of the concept of industrial and technological sovereignty. Close to economic security, it is defined as the materialization of a state policy aimed at protecting and promoting the strategic interests of a nation. Used very widely, even too much so since the beginning of de-globalization, it brings together the activities of protection of heritage, delimitation of critical industrial and technological perimeters and the fight against foreign economic intelligence activities. This is the difficulty linked to the subject of sovereignty. At what point does free competition stop and at what point does the act of economic predation that requires action begin? For the moment, it remains a question of national interpretation and of the regalian state of mind at the time the situation arises. The stronger the national feeling or the higher the interdependence with other countries, the more acute the will of a country to intervene, to discourage a priori or to block a posteriori. Without a common definition in Europe, and without really public doctrines of national intervention, the framework of action given to economic actors remains uncertain, generating a risk for those who want to act without offending, to deploy themselves serenely. This is one more uncertainty at a time when we are talking about de-globalization.

Benjamin GRANGE


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First seminar by Ambitious Finance

Yves CENSI, Senior Partner at Mascaret (formerly Dentsu Consulting) introduced, on July 6th, the panelists called to debate within the framework of the seminar of decision makers in #Banking – #Finance – #Insurance. This seminar organized by the independent think tank Ambitious Finance by AILANCY, welcomed many talents from our partners Finance for Tomorrow, WBCSD – World Business Council for Sustainable Development, Novethic and RSEDATANEWS.

The seminar was held in several stages at the Cité Internationale Universitaire de Paris, each one addressing different aspects of sustainable economics and finance. Yves Censi chaired the very first Ambitious Finance round table, the theme of which was “Sustainable finance: between accelerating challenges for the financial sphere and cautious action by states”. He was joined by our collaborators Alexandre Malafaye – Founder of Synopia, Jean Boissinot – Secretary General of the Network for Greening the Financial System (NGFS) and Arnaud Dumas, Editor of Novethic Essentiel.

Why sustainable finance? The financial sector plays a driving role in the functioning of the economy: financial flows allow the collection of available capital held by economic agents with a capacity to #finance (generally household savings) to make it available to agents with a need. The various financial #actors can therefore actively participate in a better orientation of #capital towards the financing of investments that have a positive impact on society in the medium and long term. In other words, sustainable finance can be an interesting solution to meet the major #ecological and #economic challenges of our time!

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Yves Censi is appointed Senior Partner

Paris, June 30, 2022 – Mascaret, an independent consulting firm and leader in business communication, announces the arrival of Yves Censi as Senior Partner.

With more than 30 years of experience, the former MP will take charge of supporting major accounts and leading leaders. This new strategic recruitment is part of the rapid development of Mascaret, which wishes to position itself as a leader in strategic consulting for managers by strengthening its teams, both in France and internationally.

Yves Censi began his career as a consulting engineer in banking and finance organization at KPMG Peat Marwick Consultants before directing the marketing of online products for La Française des Jeux. Joining Jacques Pilhan, who had just democratized the profession of political communicator, in 1997 he became adviser to the President of the Republic Jacques Chirac at the Élysée Palace until 2002. Elected deputy for Aveyron from 2002 to 2017, vice-president of the Finance, General Economy and Budgetary Control Commission, he was also elected local, municipal and urban councilor of Rodez from 2014 to 2020. He is recognized for his expertise in political strategy and in the financing of the economy combining public and private funding.

Yves holds a Master’s degree in Labor Law from Panthéon Assas University, holds a DEA from ENS-EHESS (1990), auditor of the 2010 session of the Institute for Advanced Business Studies (IHEE), Young Leaders 2003 from the French-American Foundation. He is a frigate captain (H) in the citizen reserve of the French Navy.

“I am very proud to carry the values ​​of Mascaret and to participate in the development of its business consulting offer in the face of its new challenges. I have full confidence in all the teams to carry out the missions of relevant advice and effectively support the many clients. Today, we must meet the challenges of growth and performance in a constantly changing environment! »

Yves censi
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The aftermath of the legislative election

Mascaret (formerly Dentsu Consulting) is partnering with ODOXA to bring you this month’s political barometer! Find all of our analysis of social networks in the aftermath of the legislative elections. In partnership with LCP-National Assembly, Public Senate and the #PQR.

“We are seeing a heightened interest in parliamentary oppositions”, shares Benjamin GRANGE, senior partner at Mascaret, “As expected, the presidential candidates disappear from conversations for the most part. There is a return of the parliamentary political figure who had been discreet during the presidential elections. Notably, the dynamic is confirmed with their representatives – Adrien Quatennens, Manuel Bompard or Jordan Bardella – who explode on the networks: they are asked all the questions that go with their new political weight. »

Yves CENSI, also senior partner, adds: “Will the LRs be a political key for the opposition as for the majority? Many discover the new deputies NUPES and RN, it is to the tenors LR that the media tends the microphone. The unique position of majority (or opposition) maker has not gone unnoticed by Internet users. Xavier Bertrand, Laurent Wauquiez, Eric Ciotti… are at the heart of the questions of the French about their political direction for the post-legislative period. »

The entire quantified study is available on our website!

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The IHEDN 2022 round-tables

Benjamin GRANGE, senior partner of Mascaret, was invited to speak at the last round-table of the Institute for Advanced National Defense Studies (IHEDN). The guests discussed the issues raised by the #resilience of European value chains, and all agreed: “A change of strategic method is necessary in the new current #sovereignty framework!”. Our thanks to the IHEDN for organizing this exchange!

You will soon find all the debtates on our website.

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Mascaret was at VivaTech!

Since this Wednesday, June 15, the Paris region has hosted the sixth edition of the Viva Technology (VivaTech) show. On this occasion, Mascaret went on site to follow the latest news around innovation and support some of its customers. This is the case of Quandela, a young start-up specializing in the manufacture of single photon sources (#quantum hardware) which has just entered into a partnership with OVHcloud, also present at this event.

Since its creation in 2016, VivaTech has become “#ThePlaceToBe”,

It is THE place where, every year, professionals, investors, companies and start-ups from the strategic sectors of technology and innovation meet. All with activities directly or indirectly linked to the main objective of this event, namely: “to show that innovation and technology play a decisive role in building a society with a positive impact, which is more sustainable and inclusive. “. Therefore, Quandela, French specialist in quantum computing, is at the #VivaTech festival to present and popularize their latest #innovations. The example with “Perceval”: software created by Quandela and which makes it possible to execute quantum algorithms by simulating an optical quantum computer. Whenela will host this open-source software in the OVH cloud to allow as many people as possible to take ownership of photonic quantum #technology.

Through this sixth edition – set up at the Parc des expositions de la Porte de Versailles, the promoters’ desire to make #Vivatech a globally influential event is increasingly confirmed. This would explain the creation this year of a brand new award, aimed at promoting the pan-African ecosystem: the #AfricaTech Awards, which reward the most innovative #startups in the sectors of #ClimateTech, #HealthTech and # FinTech in #Africa.

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