Simple ideasSimple slogans are most effective

Abusing the most frequent customers on the pretext that their fortunes turned lack elegance on the part of a luxury brand. If his original intention was probably not of ruin "hedge funds" traders and bankers fans of its cars, Porsche did not hesitate one second to the collateral victims of his attack on Volkswagen. By unveiling brutally that he had surreptitiously put options for mounting 42.6 to 74 of the capital of the constructor of Wolfsburg, cousin of Stuttgart has propelled arbitragers and short sellers against a wall of 20-30 billion euros of losses at the speed of a 911. And it is not the authorities of German market, finding nothing wrong with the movement of panic and causing, the leaders of the family group to send to Cayenne. The kick force Wolfgang Porsche has however meaning that if he gets the annulment of the Act to give a blocking minority in the Land of Lower Saxony with only 20 of the capital. Without effective control of cash of VW, the Group would have difficulty to finance the acquisition of prey twelve times larger than him in turnover. The manufacturer of the Cayman would then be in turn in a "corner" similar to the one where he placed the hedge funds, which would require him to release his hold on the creator of the beetle.

The large laundry

Parodying de Gaulle, who wished that students study and that workers work, one is tempted to call the banks to banking and consumers to consume. Neither they nor those take the path. The number one world of home appliances, Whirlpool, complained of a "drastic" demand reduction. His challenger, Electrolux, deplored the fact that customers have been many "delayed their purchases or chosen to cheaper products. If the Swedish manufacturer surprised the market by the rise in quarterly profits, it must improve its performance in the first effects of a restructuring plan to a good business climate. Like his brother, he is confronted with a fall in European markets and North American and, like him, he would not yield to ease out its prices and margins. Whirlpool gives a new round of screws its own plan of rigour to base closures of sites and job losses. Like many industrialists, the Kings of the kitchen thus appear to play the coup after, that a resumption of which they are able to take advantage. In the meantime, more wash white does avoids them not red. Since mid-September, Swedish has lost a third of its value less than Whirlpool, divided by two.

Simple ideas

Simple slogans are most effective. If the French champion of advertising well draws his pin of the game despite difficult times, it is because it applies to the letter the formula "does not put all its eggs in one basket." Although it is at the forefront of the consumption and cost restriction policies dictated by the recession, Publicis expects always a record margin of at least 16.5 this year after an organic growth of 3.9 in the third quarter. Certainly, 2009 promises more delicate but the lion of the Champs-Elysées has no lack of resources. If automobiles and banks, in full depression, providing 23 of its revenues, the consumer, whose success often depends on the hype of the brands, generates 38 of net sales. In addition, the group led by Maurice Lévy has its geographic diversification. In the last quarter, growth was reached by Latin America and the Middle East, not forgetting the good resistance of the Asia-Pacific and North America. Finally, digital and emerging markets, in full form, now account for 42 of the turnover and should rise to 50 in two years. What justify the relative resistance of Publicis, which the title loses that 38 since the beginning of the year, compared to 58 for Havas, which now weighs five times less.