Mascaret awarded the “Innovative Company” label by BPI France

Mascaret is an #InnovativeCompany! We are proud to announce that Mascaret (formerly Dentsu Consulting) has received the “Innovative Company” label from Bpifrance 🦾🥇.

This qualification is the result of our dedication to pushing back the boundaries of business communication. It is also a renewed commitment to our customers and employees. Today, we are more determined than ever to explore new ideas and technologies to gain in productivity and efficiency.

Finally, a big thank you to our teams for their unfailing dedication, to our partners for their confidence, and to the BPI for this “Innovative Company” distinction!

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Mascaret accompanies its partners to the WomenForFuture conference

🌟 “Women are the world’s greatest reservoir of untapped talent”, said Hillary Clinton. Mascaret was honored to accompany its partners on this momentous event that is WomenForFuture! 🌟

A day to exchange views with inspiring women such as Betty Seroussi, Fabienne ARATA-CAMPS, Ayumi Moore Aoki on the place of women in the professions of the future. It’s all about economic performance, as Cecile BIASIO pointed out. At a time when 85% of jobs need to be reinvented, parity in the digital sector would boost France’s GDP by 10% (source: McKinsey). And as Elisabeth Richard reminded us: “Let’s never stop moving forward, because if we stop, the current will take us backwards.”

Our Associate Director Stéphanie Laurent was on hand to remind us that diversity and inclusion are essential drivers of business success, and this forum highlighted the fundamental role women play in the growth and prosperity of companies. We had the opportunity to join this discussion, and the day was rich in inspiration and the sharing of ideas!

Thanks to La Tribune for organizing the event. Thanks to Chiara Corazza, Sophie Iborra, Tatiana de Francqueville for making this WomenForFuture event possible.

#GenderDiversity #EconomicPerformance #Women’sLeadership

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Mascaret – Synopia – Minerve conference at the École Militaire

On Thursday September 28, Yves Censi, Senior Partner of Mascaret (formerly Dentsu Consulting) attended the conference “How to restore trust in Democracy” organized by Synopia, the Governance Laboratory, in partnership with Association des Etudiants MINERVE (AEM). A rich discussion in the presence of Jacky Isabello, business leader and communications expert, Didier Le Bret, diplomat and author, Jean Claude Mailly, former General Secretary of Force Ouvrière, and Joséphine Staron, Director of Studies and International Relations for Synopia.

Faced with a growing loss of confidence in democracy on the part of the French people, it is becoming imperative to rethink the way we do and live democracy. It is essential to reflect on the mobilization of all the players who contribute to the smooth running of democracy, as well as on the integration of the long term into a democratic process which, by its very nature, is constantly evolving. In this context, communication and the perception of actors and events are increasingly shaping reality.

The points of view of the four speakers led to an overview and solutions around three main themes:

➡️ How to make popular consultation and information gathering useful;
➡️ How can social partners, especially employee unions, develop their capacity to express socio-economic needs in decision-making processes?
➡️ How can majorities and minorities express themselves in a media ecosystem that is changing attitudes and behavior on a daily basis?

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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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Yannick Morez affair: the French are in favour of tougher penalties for violence against elected representatives

Mascaret and ODOXA bring you a Political Barometer to take the temperature of opinion. This month: a return to normal for the executive and security for elected representatives following the Yannick Morez affair.

One month after the pension crisis and the fall in the executive’s popularity, the latter is normalizing and stabilizing. Indeed, there has been a general decline in mentions of political figures. This trend, which also affects all opponents, reflects the French public’s disinterest in political affairs. It is also the result of the refusal of the President of the Republic and the Government to back down on the reform; the political debate thus seems frozen.

The other key issue of the month was the security of elected representatives in France, a subject that exploded after the resignation of Yannick Morez. However, this media whirlwind quickly died down like a news item: while elected representatives were unanimous on the subject, social networks were not. However, 8 out of 10 people were in favor of increasing penalties for violence committed against elected representatives.

Find below the full barometer and analyses by Benjamin Grange and Yves Censi.

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Lack of moderation (72%), data protection and privacy (81%), even dangers to democracy (57%)… the image of digital platforms is very negative!

Once a month, Mascaret (formerly Dentsu Consulting) and its partner ODOXA bring you a Innovation Barometer to explore the general public’s relationship with developments in this world. This month: GAFAM, a perception in trouble!

We share with you the “Expert’s Eye” section, in which Benjamin GRANGE details our analyses of social networks:

Ban TikTok or block Twitter? Privacy at what price?

The debate is regularly reignited by occasional controversies, but the fact is that the idea is generating more and more results on the networks. Whether it’s TikTok (see graph) or Twitter, the recurring sentiment is a lack of trust. This is especially true of younger users: these platforms are open to all influences, with few means of moderation, and sulphurous reputations. It’s a fact that the majority of those expressing their views on a potential ban on TikTok are over 30, far from the app’s core target audience!

The RPGD, frustrating but appreciated.

While pop-ups asking users to accept or refuse cookies frustrate everyone, the fact is that the General Data Protection Regulation is still appreciated by the majority of Internet users. Faced with fears about the web giants’ respect for privacy, the GDPR succeeds in embodying a form of defense that gives a sense of regaining a little control. While it may not be their number one priority, privacy remains an important concern for the French.”

Find the full survey below or on the Odoxa website.

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