Delighting the retail world - Altavia
Delighting the retail world - Altavia
Delighting the retail world - Altavia
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annual<br />
report<br />
<strong>Delighting</strong><br />
<strong>the</strong> <strong>retail</strong> <strong>world</strong><br />
Panorama & territories<br />
News<br />
Art and Style<br />
Sustainable development<br />
Group<br />
Organisation & Governance<br />
2010
2010<br />
contents<br />
editorial<br />
from Raphaël Palti, Founding Chairman and Chief Executive Offi cer of <strong>Altavia</strong><br />
History<br />
Keys fi gures<br />
16<br />
In France: <strong>Altavia</strong> Connexion, <strong>Altavia</strong> Lille, <strong>Altavia</strong> Optitrans,<br />
<strong>Altavia</strong> Paris, <strong>Altavia</strong> Victor, Capital Innovation, CPO<br />
In Europe: <strong>Altavia</strong> Benelux, <strong>Altavia</strong> Česká, <strong>Altavia</strong> Deutschland,<br />
<strong>Altavia</strong> Hellas, <strong>Altavia</strong> HTT, <strong>Altavia</strong> Ibérica, <strong>Altavia</strong> Italia,<br />
<strong>Altavia</strong> Polska, <strong>Altavia</strong> Türkiye<br />
digital focus 48<br />
sustainable development 50<br />
Principles and values<br />
Human Capital<br />
best of 2010<br />
marketing communications<br />
news 2010<br />
18<br />
Client<br />
Asset<br />
20<br />
Mission<br />
Offers<br />
In Asia: <strong>Altavia</strong> China<br />
reports<br />
14<br />
Eastern Europe 39 China 46<br />
Sustainable development policy<br />
Community involvement<br />
01<br />
21<br />
22<br />
24<br />
32<br />
44<br />
governance 58<br />
financial report 65<br />
contacts 109<br />
MAIN CLIENTS<br />
Thank you to all our clients who, by pushing us ever higher,<br />
helped us build <strong>the</strong> group we are today.<br />
• 3 SUISSES.FR • ACCASTILLAGE DIFFUSION<br />
• AKÉNA VÉRANDAS • ALLEGRE PUÉRICULTURE<br />
•• AMGEN • AQUOLINA • ARZUM FELIX<br />
•• AUCHAN • AUTOGRILL • B&B HOTELS<br />
• B&Q • BACARDI • BAZAR AVENUE<br />
• BENNET • BIODERMA • BOTANIC<br />
• BRICO DÉPÔT • BRICO IO • BROSSETTE • BUT<br />
•••••• CARREFOUR • CARTIER • CASINO<br />
• CASINO RESTAURATION • CASTORAMA • CHRIS<br />
CASH & CARRY • CITROËN •• COCA COLA<br />
• COLOPLAST • CRÉDIT AGRICOLE • CRÉDIT<br />
AGRICOLE ASSURANCES • CRT NORD-PAS DE<br />
CALAIS ••• DANONE • DB BAHN • DEBORAH<br />
•• DÉCATHLON • DÉFI MODE • DELHAIZE • DISNEY<br />
• DM DROGERIE MARKT S.R.O. • ED • EMI<br />
• ESPACE CULTUREL LECLERC • FAMILA • FLEX<br />
••• FNAC • FOURLIS TRADE • FRANPRIX RÉGION<br />
• GAS NATURAL • GITEM •• GO SPORT • GRAND<br />
FRAIS • GROUPAMA INSURANCE • GROUPAMA<br />
PRIVATE PENSION • GROUPE ROYER • GVF • HAPPY<br />
BOX • HEINEKEN ••• HENKEL • HYGENA<br />
• HOTPOINT ARISTON • IKEA • INDESIT • ING • IPER<br />
• JAN DUPONT • JARDIN D’ULYSSE • JOHNSON &<br />
JOHNSON • JULIE GUERLANDE • KELLOG’S<br />
•••• KRAFT FOODS • LA POSTE • LACTALIS FRANCE<br />
& EUROPE • LEADER PRICE REGION • LINDT<br />
••••• MARIONNAUD • MARS • MARTIN<br />
SELLIER • MAXAUTO • MAXIZOO • MAZDA • MBK<br />
• MC ARTHUR GLEN • MEDIAMARKT • MICHELIN<br />
• MODRA PYRAMIDA • MONOPRIX • MUSÉE D’ART<br />
ET D’INDUSTRIE • MUTUA MADRILENA • NESTLE<br />
• NISBETS •• NISSAN • NOCIBÉ • NUTRICIA<br />
• OFFICE DÉPÔT • P&T • PAN • PANZANI<br />
• PARADORES • PC CITY • PENNY MARKET<br />
• PERNOD RICARD • PESCANOVA • PEUGEOT<br />
• PHARMACTIV • PHILIPS • PICARD • PIZZA PAÏ<br />
• PROMOCASH • PRONTI • QUICK • REMY<br />
COINTREAU • RENAULT • RÉTIF • REVOL<br />
• RICHARDSON • ROLEX • SAM OUTILLAGE<br />
••• SCHNEIDER ELECTRIC • SCREWFIX<br />
• SEB • SELEX •••• SEPHORA • OYAK RENAULT<br />
•••••• SHELL • SHISEIDO • SIEMENS • SNF<br />
• ST. MACLOU • STANLEY FACOM • SURCOUF<br />
• TARKETT • TECTEO • TEKNOSA • TELL ME<br />
• THE PHONE HOUSE • TOLEDO • TONA<br />
• TORIUM • TORUNLAR GYO • TOUT FAIRE MATÉRIAUX<br />
• TRADEPOINT • TRAFIC • TRANSGOURMET<br />
• TRONY • UNILEVER • USAG • VOO • WATSONS<br />
• WRIGLEY • WYETH<br />
• <strong>Altavia</strong> Benelux • <strong>Altavia</strong> Česká • <strong>Altavia</strong> China • <strong>Altavia</strong> Connexion<br />
• <strong>Altavia</strong> Deutschland • <strong>Altavia</strong> Hellas • <strong>Altavia</strong> HTT • <strong>Altavia</strong> Iberica • <strong>Altavia</strong> Italia<br />
• <strong>Altavia</strong> Lille • <strong>Altavia</strong> Paris • <strong>Altavia</strong> Polska • <strong>Altavia</strong> Türkiye • <strong>Altavia</strong> Victor
1<br />
2<br />
3<br />
4<br />
<strong>Altavia</strong> Türkiye I Groupama<br />
<strong>Altavia</strong> Lille I b’Twin village I Opening<br />
<strong>Altavia</strong> Benelux I Carrefour Finance<br />
<strong>Altavia</strong> Paris l’Agence I Gibert Jeune<br />
creation consulting production / optimization web<br />
1<br />
2<br />
3<br />
4<br />
2010<br />
3<br />
best of
1<br />
2<br />
3<br />
4<br />
<strong>Altavia</strong> Česká I Décathlon<br />
<strong>Altavia</strong> Victor I Espace Culturel E.Leclerc<br />
<strong>Altavia</strong> China I Carrefour<br />
<strong>Altavia</strong> Benelux I P&T Luxembourg I “Free 2 month try” TV campaign<br />
creation consulting production / optimization web<br />
1 2<br />
3<br />
1<br />
4<br />
2010<br />
5<br />
best of
1<br />
2<br />
3<br />
<strong>Altavia</strong> Iberica I PC City I TV Spot<br />
<strong>Altavia</strong> Connexion I Botanic<br />
<strong>Altavia</strong> Lille I 3Suisses.fr I “Promotional operations”<br />
1<br />
2<br />
3<br />
2<br />
3<br />
<strong>Altavia</strong> Italia I Polase I “50 years” campaign: direct marketing and POS<br />
<strong>Altavia</strong> Iberica I Marionnaud I Street marketing Euromania<br />
<strong>Altavia</strong> Lille I Castorama<br />
<strong>Altavia</strong> Türkiye I Torunlar GYO I Multichannel campaign for IPO<br />
creation consulting production / optimization web creation consulting production / optimization web<br />
1<br />
1<br />
2<br />
3<br />
4<br />
4<br />
2010<br />
7<br />
best of
2<br />
1<br />
1<br />
2<br />
3<br />
4<br />
<strong>Altavia</strong> Connexion I Revol I Brand positioning and annual report<br />
<strong>Altavia</strong> Hellas I Shell<br />
<strong>Altavia</strong> Victor I Harmonie Mutualité<br />
<strong>Altavia</strong> Lille I Pizza Paï I National communication plan<br />
3<br />
4<br />
2<br />
<strong>Altavia</strong> Hellas I Samsung<br />
1<br />
<strong>Altavia</strong> Paris l’Agence I Nissan I Windshield campaign<br />
<strong>Altavia</strong> Paris Publishing Services I Fnac<br />
creation consulting production / optimization web creation consulting production / optimization web<br />
1<br />
2<br />
3<br />
3<br />
2010<br />
9<br />
best of
1<br />
2<br />
<strong>Altavia</strong> Italia I Famila<br />
<strong>Altavia</strong> Victor I Converse<br />
1<br />
2<br />
1<br />
2<br />
3<br />
<strong>Altavia</strong> Paris l’Agence I Nathan I Campaign “The true exercises”<br />
<strong>Altavia</strong> Iberica I Mazda I Christmas campaign<br />
<strong>Altavia</strong> Benelux I Pronti I Monthly catalogue<br />
<strong>Altavia</strong> Hellas I Shell<br />
creation consulting production / optimization web creation consulting production / optimization web<br />
1<br />
2<br />
3<br />
4<br />
4<br />
2010<br />
11<br />
best of
1<br />
2<br />
3<br />
4<br />
3<br />
<strong>Altavia</strong> Connexion I Panzani<br />
<strong>Altavia</strong> China I Schwarkopf I Multi channel communication for Asia<br />
<strong>Altavia</strong> Italia I Autogrill I Co-marketing campaign with MSC Crociere<br />
<strong>Altavia</strong> Italia I Philips<br />
1<br />
2<br />
4<br />
1<br />
<strong>Altavia</strong> Benelux I Rémy-Cointreau I Displays “Cocktail bar” Summer and At home<br />
<strong>Altavia</strong> Victor I Promocash I Annual catalogues<br />
<strong>Altavia</strong> Paris l’Agence I Nissan<br />
creation consulting production / optimization web creation consulting production / optimization web<br />
1<br />
1<br />
2<br />
3<br />
2<br />
3<br />
2010<br />
13<br />
best of
What made 2010 a special year for <strong>Altavia</strong>?<br />
2010 was not only a good year fi nancially,<br />
with results that met our objectives, but it<br />
was also a year of conquest. From <strong>the</strong><br />
winning of major new clients in France<br />
and China, and <strong>the</strong> opening of new<br />
business units in Russia and Romania, to<br />
<strong>the</strong> launch of innovative digital marketing<br />
communications solutions, 2010 has been<br />
<strong>Altavia</strong><br />
in Motion<br />
Editorial<br />
Interview with Raphaël Palti, founding chairman<br />
and chief executive officer of <strong>Altavia</strong><br />
a year of building up for <strong>the</strong> future.<br />
Moreover we proceeded to <strong>the</strong> reorganisation<br />
of all our pooled services and<br />
<strong>the</strong> defi nition, by each of our business units,<br />
of 4-year strategic plans: MOVE2014*.<br />
This dynamic of success is <strong>the</strong> greatest<br />
demonstration of <strong>the</strong> power of our<br />
development model: we are strong in our<br />
traditional business areas and more<br />
convinced than ever that digital technology<br />
is <strong>the</strong> perfect complement to our expertise<br />
in marketing and publishing services.<br />
We are currently witnessing a plethora<br />
of innovations and new technologies on<br />
<strong>the</strong> market. How can you distinguish<br />
gimmicks from major innovations, and<br />
anticipate <strong>the</strong>ir impact on <strong>retail</strong>ers?<br />
Very often, <strong>the</strong>se days, we fi nd ourselves<br />
caught up in an avalanche of technology<br />
and data, which can mask <strong>the</strong> real<br />
transformations taking place and can<br />
above all make it diffi cult to understand<br />
and anticipate <strong>the</strong>ir consequences for<br />
<strong>retail</strong>ers. On <strong>the</strong> strength of our 28 years<br />
of experience as a business partner for<br />
chain store, we can observe and analyse<br />
very closely <strong>the</strong> transformations taking<br />
place in business and consumption.<br />
Over recent years, <strong>the</strong> new consumer<br />
– who has become a proactive consumer<br />
(consom’acteur ® ) – has increased his<br />
power through his ability to research, stay<br />
informed and compare, but also to express<br />
his satisfaction or dissatisfaction through<br />
his actions – which can even extend to<br />
boycotting. These transformations have a<br />
signifi cant, direct effect on <strong>the</strong> chain stores<br />
and brand names with which we work,<br />
and which can no longer apply traditional<br />
models. <strong>Altavia</strong> must today support <strong>the</strong>m<br />
in <strong>the</strong>ir analyses and reviews aimed at a<br />
redefi nition of an effective multichannel<br />
marketing communications strategy.<br />
In 2010 we identifi ed major trends linked<br />
to new technologies and which have had<br />
a significant impact on today’s client<br />
relationships and on <strong>the</strong> <strong>retail</strong> <strong>world</strong> of<br />
tomorrow: “Digital everywhere”, “All<br />
<strong>retail</strong>ers”, social commerce, <strong>the</strong> interactive<br />
experience in-store and even <strong>the</strong> boom<br />
in tablets and mobiles – all of <strong>the</strong>se are<br />
phenomena that are bringing about<br />
profound transformations in <strong>the</strong> relationship<br />
of each and every consumer with brand<br />
names and stores.<br />
It is by facilitating its clients’ understanding<br />
of <strong>the</strong>se transformations and by offering<br />
*MOVE : Make Our Vision Effective<br />
<strong>the</strong>m marketing communications solutions<br />
that are adapted to <strong>the</strong> specifi c issues faced<br />
by each store that <strong>Altavia</strong> successfully<br />
fulfi ls its mission to be a true business<br />
partner to its clients every day.<br />
Is <strong>Altavia</strong> having to evolve at <strong>the</strong> same<br />
rate as its clients and <strong>the</strong> consumers?<br />
<strong>Altavia</strong> must continue to fulfil two<br />
complementary roles, at <strong>the</strong> same time<br />
that it integrates digital technology at all<br />
levels. <strong>Altavia</strong> must be both an ongoing<br />
source of commercial creativity at <strong>the</strong><br />
service of its clients and at <strong>the</strong> same time<br />
must offer <strong>the</strong> best solutions in order to<br />
produce and optimise all of <strong>the</strong>ir online<br />
and offl ine communications media.<br />
These convictions are at <strong>the</strong> very heart of<br />
our strategy and have set <strong>the</strong> course for<br />
<strong>the</strong> defi nition of our MOVE2014 plans*.<br />
These plans, which have been established<br />
through collaborative work within each of<br />
our business units, to refl ect <strong>the</strong> issues<br />
faced by each local market, offer each<br />
and every one of <strong>Altavia</strong>’s people <strong>the</strong><br />
sense of being an active participant in<br />
our development.<br />
To fulfi l our objectives it is not enough<br />
to add to our expertises; we must also<br />
preserve our uniqueness. <strong>Altavia</strong>’s true<br />
spirit has its roots in <strong>the</strong> talents of its<br />
teams: our Human Capital. From Spain<br />
to Turkey, and from <strong>the</strong> United Kingdom<br />
to China or Russia, all of our people share<br />
a common culture and a single value<br />
system. This particularity, which we call<br />
<strong>the</strong> Art & Style of <strong>Altavia</strong>, is also rooted in<br />
our Client Asset, which brings toge<strong>the</strong>r<br />
<strong>the</strong> leading <strong>retail</strong> names across Europe.<br />
On <strong>the</strong> strength of our convictions and of<br />
our MOVE2014* plans, we are ready for<br />
2011, which will be marked with <strong>the</strong><br />
stamp of motion: <strong>Altavia</strong> in Motion.<br />
Raphaël Palti<br />
Founding Chairman and CEO of <strong>Altavia</strong><br />
15<br />
editorial
History<br />
Born on September 9th 1999, <strong>the</strong> <strong>Altavia</strong> brand embodies <strong>the</strong> values of<br />
<strong>the</strong> business, based on progress and <strong>the</strong> desire to excel, to break new<br />
ground and to leave behind preconceptions.<br />
ALTAVIA – <strong>the</strong> “high road” or “alternative route”. Its logo is inspired by<br />
a sculpture by Emilio Gilioli (1911-1977), one of <strong>the</strong> leading French<br />
sculptors of <strong>the</strong> lyrical abstraction movement. The work is entitled<br />
“Soleil sur la colline” (Sun on <strong>the</strong> hill). Its fi rst interpretation was <strong>the</strong><br />
design for <strong>the</strong> Resistance memorial on <strong>the</strong> Glières plateau.<br />
1983 Group founded with an advertising-marketing agency (PBE).<br />
1988 Creation of CFA Print, a pioneer in <strong>the</strong> fi eld of outsourced<br />
printing management.<br />
1995 Established in Spain; fi rst in Madrid <strong>the</strong>n in Barcelona.<br />
1997 Established in Italy, in Milan.<br />
1999 Birth of <strong>the</strong> <strong>Altavia</strong> brand.<br />
2001 Creation of <strong>Altavia</strong> Benelux in Brussels, <strong>Altavia</strong> Hellas in A<strong>the</strong>ns<br />
and <strong>Altavia</strong> Türkiye in Istanbul.<br />
2002 Creation of <strong>Altavia</strong> Polska in Warsaw and <strong>Altavia</strong> Česká in Prague.<br />
2003 Acquisition of Victor Group and creation of <strong>Altavia</strong> France,<br />
now with a presence in Paris, Nantes, Lille and Lyon.<br />
Creation of <strong>Altavia</strong> Deutschland in Düsseldorf.<br />
2004 Creation of <strong>Altavia</strong> UK in London.<br />
2005 Creation of <strong>Altavia</strong> China in Beijing and Shanghai,<br />
<strong>the</strong>n Chengdu and Guangzhou.<br />
Acquisition of Connexion and creation of <strong>Altavia</strong> Connexion<br />
in Saint-Etienne.<br />
2006 Takeover of Le Parti Du Client, CPO and RVB<br />
Takeover of HTT in <strong>the</strong> UK and merger with <strong>Altavia</strong> UK<br />
to create <strong>Altavia</strong> HTT.<br />
2007 <strong>Altavia</strong> named European Communication Group of <strong>the</strong> Year<br />
at <strong>the</strong> Banque Palatine/La Tribune “Prix de l’Ambition” awards<br />
(in <strong>the</strong> category of international growth).<br />
2008 Creation of <strong>Altavia</strong> Swiss.<br />
2009 Restructure of <strong>Altavia</strong> Paris, bringing Le Parti du Client,<br />
<strong>Altavia</strong> Link and <strong>Altavia</strong> RVB into its fold.<br />
Launch of Actipaper, a print-to-web solution linking paper<br />
and web in just one click.<br />
2010 Creation of <strong>Altavia</strong> România in Bucharest<br />
and <strong>Altavia</strong> Rus in Moscow.<br />
*In millions of euros<br />
Key figures<br />
Consolidated turnover *<br />
2008 2009 2010<br />
Gross margin *<br />
2008 2009 2010<br />
Operating income *<br />
2008 2009 2010<br />
Breakdown of turnover 2010<br />
France<br />
International<br />
17<br />
news 2010
Highlights<br />
Eastern Europe and Russia<br />
<strong>Altavia</strong> is expanding eastwards in Europe, with<br />
<strong>the</strong> opening of two new business units: <strong>Altavia</strong><br />
Rus in Russia and <strong>Altavia</strong> România in Romania.<br />
In Moscow, <strong>the</strong> business has got off to a good<br />
start with two major clients, both of which will<br />
promote structure and growth; fi rstly, it has taken<br />
on Shell’s entire Russian business and secondly,<br />
it won a completely new client: Real, a network<br />
of hypermarkets owned by Metro.<br />
In Bucharest, <strong>the</strong> entirely new teams at <strong>Altavia</strong><br />
România kicked off <strong>the</strong>ir activities.<br />
Nantes<br />
A new manager heads up <strong>Altavia</strong> Victor: Anne<br />
Zammit has taken over <strong>the</strong> general management<br />
of <strong>the</strong> Nantes business unit. Anne Zammit has<br />
extensive experience in advertising and operational<br />
marketing and has worked in <strong>the</strong> Nantes region<br />
for more than 10 years. She joined <strong>Altavia</strong> Victor<br />
in <strong>the</strong> autumn of 2010 and has begun by accelerating<br />
<strong>the</strong> rate of development of <strong>the</strong> BU, placing <strong>the</strong><br />
web at <strong>the</strong> heart of her strategy.<br />
China<br />
After several months of reorganisation and<br />
redeployment of its strengths, under its new CEO<br />
Jing Legrand, <strong>Altavia</strong> China has undertaken a<br />
strategy of fast-tracking its development in <strong>the</strong><br />
area of marketing services. The Business Unit,<br />
which has 4 sites in China situated in Shanghai,<br />
Beijing, Guangzhou and Chengdu, has focused<br />
in particular on streng<strong>the</strong>ning its digital expertise<br />
with <strong>the</strong> creation of a digital department based<br />
in Shanghai and serving all of <strong>Altavia</strong> China’s clients.<br />
Innovations<br />
The Watchdog for <strong>the</strong> Proactive Consumer ®<br />
becomes ShopperMind ® : In order to observe<br />
proactive consumers even more closely and<br />
understand <strong>the</strong>ir new methods of consumption,<br />
<strong>Altavia</strong> is streng<strong>the</strong>ning its partnership with<br />
OpinionWay. ShopperMind ® is a research and<br />
forecasting laboratory that looks at new trends<br />
in consumption and slowdowns in consumption.<br />
It provides <strong>retail</strong>ers with keys to understanding<br />
shoppers as well as tools that are directly<br />
available and operational, enabling <strong>the</strong>m to<br />
anticipate and meet <strong>the</strong>ir clients’ new expectations.<br />
Environmental<br />
responsibility<br />
On 25 October 2010, <strong>Altavia</strong> became <strong>the</strong> fi rst<br />
marketing communications group to earn <strong>the</strong><br />
double FSC and PEFC certifi cation for <strong>the</strong> entire<br />
European region. In total, more than 140 sales<br />
and production managers have been trained in<br />
ten countries, promoting a dynamic of unifi cation<br />
around this common project.<br />
<strong>Altavia</strong> is thus reinforcing its capabilities around<br />
consulting and supporting its clients from <strong>the</strong><br />
eco-design of <strong>the</strong>ir printed products right through<br />
to production stage. The group’s expertise was<br />
enhanced in 2010 by <strong>the</strong> rollout of CarboScan ® ,<br />
a carbon footprint calculator developed by<br />
<strong>Altavia</strong> that enables <strong>the</strong> measurement of CO2<br />
emissions of print media and offers <strong>the</strong> group’s<br />
clients quantifi ed effi ciency improvements for<br />
reducing <strong>the</strong>se same emissions.<br />
<strong>Altavia</strong> launches MOVE2014 *<br />
So that <strong>the</strong>y can achieve all <strong>the</strong> objectives fi xed<br />
by <strong>Altavia</strong> Group’s 4-year strategic plan as<br />
effi ciently as possible, all of <strong>the</strong> group’s business<br />
units have drawn action plans: <strong>the</strong> MOVE 2014*<br />
plans. The MOVE 2014* plans have been defi ned<br />
as a result of collaborative work carried out<br />
within each BU and <strong>the</strong>n validated at group level.<br />
They set out <strong>the</strong> path to be followed by each BU.<br />
Their progress will be monitored throughout <strong>the</strong><br />
year and is subject to a full assessment during<br />
<strong>the</strong> quarterly business reviews.<br />
*MOVE : Make Our Vision Effective<br />
19<br />
news 2010
Client Asset<br />
<strong>Altavia</strong>:<br />
<strong>the</strong> leading European<br />
marketing partner<br />
for chain stores.<br />
For more than 28 years, <strong>Altavia</strong> has been <strong>the</strong> preferred marketing partner<br />
for chain stores.<br />
On <strong>the</strong> strength of its positioning and <strong>the</strong> quality of its experts, today <strong>the</strong> group<br />
can boast a Client Asset of more than 300 clients with whom it works on a daily<br />
basis - both generalist and specialist <strong>retail</strong>ers, market leaders across Europe<br />
and in China.<br />
The richness of our Client Asset represents a daily challenge for all of our people,<br />
who have a common objective: <strong>the</strong> satisfaction of our clients. Our structures,<br />
our processes and our ideas are all focused on this one goal.<br />
At <strong>Altavia</strong>, this means not only a proactive and creative relationship, with high added<br />
value in terms of ideas around marketing communication and technical advice,<br />
but also an ever more in-depth knowledge of <strong>the</strong> behaviour of <strong>the</strong> end client.<br />
It is to that end that we are observing as closely as possible <strong>the</strong> ongoing changes<br />
in consumers’ behaviour, via ShopperMind ® (in partnership with OpinionWay).<br />
Our mission<br />
<strong>Altavia</strong> is <strong>the</strong> leading European marketing partner for chain stores and has<br />
been an expert in marketing communication for more than 28 years.<br />
From <strong>the</strong> generation of ideas to <strong>the</strong> production of printed and online media, from <strong>the</strong><br />
design of new and effective marketing <strong>the</strong>mes to <strong>the</strong> creation of dynamic poster<br />
advertising campaigns, from e-catalogues to descriptive websites, etc. <strong>Altavia</strong> is a<br />
daily contributor to <strong>the</strong> stimulation of its clients’ marketing and communications.<br />
We offer solutions that are designed to create value and delight <strong>the</strong> <strong>retail</strong> <strong>world</strong>:<br />
enrich <strong>the</strong> relationship with <strong>the</strong> “consom’acteurs ® ” (proactive consumers), make it<br />
smoo<strong>the</strong>r and more satisfying for <strong>the</strong> customer as well as for <strong>the</strong> store and <strong>the</strong> source<br />
of <strong>the</strong> business by optimising <strong>the</strong> processes and <strong>the</strong> costs of publishing.<br />
Retail-tainment: Every day, <strong>Altavia</strong> creates a multitude of new experiences for<br />
<strong>the</strong> “consom’acteur ® ” (proactive consumer), designed to enrich and streng<strong>the</strong>n <strong>the</strong><br />
relationship between consumers and <strong>retail</strong>ers.<br />
Commerce is traditionally an act of exchange but should also be a pleasure: <strong>the</strong><br />
experience of buying can be a joyful moment and <strong>the</strong>refore one that engenders<br />
customer loyalty. By establishing <strong>the</strong> most creative and fulfilling conditions for<br />
consumers and for its clients, <strong>Altavia</strong> “delights <strong>the</strong> <strong>retail</strong> <strong>world</strong>”.<br />
BRING<br />
THE CUSTOMER<br />
INTO<br />
THE STORE<br />
Our commitment<br />
MAKE<br />
THE CUSTOMER<br />
BUY<br />
IDEAS + SYSTEMS + TOOLS<br />
21<br />
MAKE<br />
THE CUSTOMER<br />
COME BACK<br />
INTO THE STORE<br />
news 2010
Our offers<br />
Marketing & Publishing Services<br />
All our solutions are designed to revive and enrich <strong>the</strong> client relationship.<br />
All our processes are designed to lower <strong>the</strong> cost to <strong>the</strong> chain stores of winning new<br />
customers and fostering <strong>the</strong>ir loyalty – this is a real source of savings for <strong>the</strong>m.<br />
Creation and design of strategies<br />
and commercial projects<br />
Marketing creativity<br />
ideas for commercial offers, actions for communication and media to stimulate<br />
commerce, revive and enliven <strong>the</strong> client relationship and create differentiation.<br />
Point of Sale solutions<br />
commercial architecture and design, POS advertising and <strong>the</strong>atralisation,<br />
dynamic audiovisual communication.<br />
Publishing and direct marketing solutions<br />
commercial publishing, customised mailshots, fostering customer loyalty.<br />
Media & events solutions<br />
traffi c and local media, street marketing, events.<br />
Web solutions<br />
e-commerce sites, institutional sites, relationship sites, promotional sites,<br />
e-marketing sites, interactive webmagazines with dynamic content.<br />
Production, follow-up and optimisation<br />
of commercial projects<br />
Premedia solutions<br />
advice on processes and flows, creative realisations, camerawork, studio,<br />
prepress, web-to-print.<br />
Print Management solutions<br />
advice on and purchasing of paper, print, logistics, transport, production follow-up.<br />
Digital Management solutions<br />
technical consulting services, follow-up and production of digital media (formats,<br />
ergonomics, functionality), dynamic audiovisual communication.<br />
Expertises<br />
The Watchdog for <strong>the</strong> Proactive Consumer <strong>Altavia</strong> & OpinionWay:<br />
Known as ShopperMind ® since <strong>the</strong> end of 2010, this is a research and forecasting<br />
laboratory that looks at new trends in consumption and slowdowns in consumption.<br />
It provides <strong>retail</strong>ers with keys to understanding shoppers as well as tools that<br />
are directly available and operational, enabling <strong>the</strong>m to anticipate and meet<br />
<strong>the</strong>ir clients’ new expectations. With new technologies providing <strong>the</strong> basis for<br />
methods of listening and exchanging ideas, ShopperMind ® is positioned even<br />
closer to <strong>the</strong> proactive consumer, in an ongoing dialogue.<br />
“L’Œil client ® ” (<strong>the</strong> customer’s eye)<br />
An exclusive methodology for observation, analysis and diagnostics for optimisation<br />
of marketing communications media.<br />
The “Bureau d’Idées ® ” (Ideas Agency)<br />
Research and commercial creativity agency: <strong>the</strong> Ideas Agency proactively designs<br />
and proposes new ideas and innovative solutions to stimulate and enliven<br />
business for chain stores.<br />
Our O solutions<br />
CarboScan ®<br />
<strong>Altavia</strong>’s carbon calculator which enables carbon emissions from our clients’<br />
published marketing campaigns to be measured in a fully transparent manner.<br />
Actipaper ®<br />
Solutions that enable anyone, by means of one single click on a printed document,<br />
to access <strong>the</strong> selected information directly on <strong>the</strong> Internet (See Digital Focus, p. 48).<br />
SpinFlip ®<br />
a publishing platform for interactive webmagazines with dynamic content.<br />
23<br />
news 2010
2010 was a year of change for <strong>Altavia</strong><br />
Connexion, which established itself as<br />
<strong>the</strong> emerging marketing communications<br />
agency for <strong>the</strong> Rhone-Alpes region. In its<br />
newly renovated premises, <strong>the</strong> business<br />
unit has expanded both in terms of enlarging<br />
its range of offerings and consolidating<br />
its client portfolio.<br />
A business<br />
partner for<br />
leading regional<br />
players: <strong>retail</strong>ers,<br />
industrials and<br />
brand names.<br />
PIERRE ARTRU I Managing Director<br />
<strong>Altavia</strong> Connexion has enriched its<br />
multi-channel expertise thanks to <strong>the</strong><br />
reinforcement of its marketing services<br />
and digital hubs, with <strong>the</strong> arrival of two<br />
Consulting Managers: Stéphanie Sut<br />
and Grégory Driot.<br />
This new dimension has enabled <strong>Altavia</strong><br />
Connexion to extend its offering to current<br />
clients in <strong>the</strong> <strong>retail</strong> space (Go Sport,<br />
Grand Frais, Auchan) as well as <strong>the</strong><br />
industrial sector (Schneider) and brand<br />
names (Revol, Panzani) in <strong>the</strong> Rhone-<br />
Alpes-PACA region. At <strong>the</strong> same time,<br />
<strong>the</strong> teams have continued to increase<br />
<strong>the</strong>ir know-how in publishing services.<br />
Main cl clients li<br />
nts<br />
Auchan, an, n, Sc Schneider ch Electric,<br />
Go Sport,<br />
Spor Spo Panzani,<br />
Grand and Frais, Revol<br />
Established in 1986, CPO is a design n<br />
agency that develops its clients’ activities es<br />
through its high value-added commercial al<br />
creativity.<br />
From <strong>the</strong> building of an identity right<br />
through to <strong>the</strong> design of <strong>the</strong>ir marketing<br />
communication media, imagination and<br />
creativity are vital in <strong>the</strong> deployment of a<br />
coherent and consistent system for all<br />
forms of communication.<br />
In 2010 CPO streng<strong>the</strong>ned its resources and<br />
implemented an action plan in support of<br />
its commercial development strategy.<br />
At CPO,<br />
design gives<br />
meaning to<br />
<strong>the</strong> brand identity<br />
or <strong>the</strong> brand name,<br />
arousing emotion<br />
and kindling desire.<br />
MARC CLÉMENT I Chief Executive Officer<br />
<strong>Altavia</strong> Connexion CPO<br />
Main<br />
clients cl<br />
ent<br />
Nature Na & Découvertes,<br />
Dé<br />
u<br />
Biocoop, Bioco Biocoop, Biocoop op,<br />
Opinel<br />
25<br />
news 2010
Digital innovations<br />
and commercial<br />
creativity serving<br />
<strong>retail</strong>ers in <strong>the</strong> North.<br />
DANIEL PENEZ I Chief Executive Officer<br />
<strong>Altavia</strong> Lille is fi rmly established as <strong>the</strong><br />
expert in marketing communications for<br />
brand names in <strong>the</strong> heart of <strong>the</strong> nor<strong>the</strong>rn<br />
region of France, <strong>the</strong> cradle of <strong>the</strong> French ch<br />
and European <strong>retail</strong> industry. During 20 2010 01 10 0<br />
<strong>the</strong> business unit extended its scope pee<br />
oof<br />
of f<br />
activity once again.<br />
Not only has <strong>the</strong> agency enriched d it its ts s<br />
expertise upstream with <strong>the</strong> reinforcement nt<br />
of its consulting offering, thanks to <strong>the</strong><br />
arrival of Patrick Lecercle, it has also<br />
consolidated its production capacity with<br />
<strong>the</strong> creation of a print management<br />
department dedicated to clients of <strong>the</strong><br />
agency and headed up by Olivier Taillez.<br />
Strategic choices aimed at promoting<br />
structure and growth have enabled<br />
<strong>Altavia</strong> Lille to stick to its promise of<br />
being a true business partner for chain<br />
stores, bringing to each of its clients<br />
multi-channel marketing communications<br />
solutions that are perfectly adapted to<br />
<strong>the</strong>ir needs. In 2010, <strong>Altavia</strong> Lille rolled<br />
out a vast national and local marketing<br />
communications campaign for Castorama,<br />
including in particular <strong>the</strong> <strong>the</strong>atralisation<br />
of its stores.<br />
For restaurant brand Pizza Paï, <strong>Altavia</strong><br />
Lille designed and rolled out an<br />
operational communication campaign<br />
including: POS advertising, media and<br />
digital communication. The teams’ knowhow<br />
has also persuaded a number of<br />
new clients to sign up with <strong>the</strong> agency,<br />
including incl nclu ng Surc Surcouf , Btwin and MBK.<br />
2010 was a year rich in challenges and d<br />
successes for <strong>Altavia</strong> Paris, which has as<br />
established itself as <strong>the</strong> leading expert rt<br />
in marketing communications for chain n<br />
stores in its market.<br />
The Paris business unit carried out a<br />
signifi cant restructure of its teams in<br />
2009 and this bore fruit in 2010, which<br />
fi nished up in a dynamic of strong growth<br />
with a turnover fi gure up by 20% and a<br />
workforce that grew by 8%.<br />
These excellent results, in a still-diffi cult<br />
and ultra-competitive market, demonstrate<br />
<strong>the</strong> ability of <strong>the</strong> Paris teams to adapt<br />
and deliver high quality services.<br />
These results also confi rm <strong>the</strong> BU’s<br />
strategy of ga<strong>the</strong>ring all its forces around<br />
two major hubs: <strong>Altavia</strong> Paris l’Agence<br />
The results<br />
and <strong>the</strong> success<br />
of Paris in 2010<br />
validated <strong>the</strong> new<br />
organisation.<br />
ÉRIC BORREIL I Managing Director<br />
<strong>Altavia</strong> Lille <strong>Altavia</strong> Paris<br />
Main cl clients li<br />
nts<br />
Castorama, ram ama ma a, Auchan ,<br />
Offi Office ce DDépôt,<br />
Dé Julie Guerlande,<br />
MBK, MBK BK, Décathlon, D St Maclou,<br />
Mc c Arthur A Glen, Transgourmet,<br />
Nocibé, Pizza Paï, Surcouf,<br />
3 Suisses.fr, Hygena,<br />
CRT Nord-Pas de Calais,<br />
Martin Sellier<br />
Main cl cclients<br />
l ent<br />
Bacardi Ba<br />
Ma Martini, art ar i BUT, Carrefour,<br />
Citroën, Citroë Citroën, n, DDanone,<br />
D Disney, Ed,<br />
Fnac, Fnac Fnac, Gitem, G<br />
GVF, Heineken,<br />
Henkel, Henk Ikea, ING, Kraft Foods,<br />
La Poste, Marionnaud, Monoprix,<br />
Nissan, Peugeot, Pharmactiv,<br />
Picard, Quick, Sephora,<br />
Shell, Unilever<br />
and <strong>Altavia</strong> Paris Publishing Services.<br />
They also confi rm <strong>the</strong> choice to reinforce<br />
digital expertise, whe<strong>the</strong>r it relates to<br />
consulting, development or premedia.<br />
<strong>Altavia</strong> Paris was also granted a renewal<br />
of its ISO 9001 certifi cation and <strong>the</strong> FSC<br />
& PEFC certifi cations.<br />
With optimised processes, clear and<br />
proven offerings and an organisation that<br />
has been reoriented around client<br />
requirements, <strong>the</strong> teams at <strong>Altavia</strong> Paris<br />
have not only succeeded in increasing <strong>the</strong><br />
loyalty of <strong>the</strong>ir clients, including some<br />
previous clients, but also in winning a<br />
number of key new accounts, including<br />
Quick, Groupe VGF, BUT, Picard, Danone,<br />
KFF and Heineken/France Boissons.<br />
27<br />
news 2010
With <strong>the</strong> arrival of Anne Zammit heading<br />
up <strong>Altavia</strong> Victor, <strong>the</strong> business unit has<br />
reinforced its position as a 360° business<br />
partner for <strong>retail</strong>ers.<br />
She is an expert in advertising and<br />
operational marketing, and has given<br />
<strong>Altavia</strong> Victor a new ambition, placing<br />
<strong>the</strong> web at <strong>the</strong> heart of its strategy and d<br />
its MOVE 2014* plan. “In an environment ent nt<br />
where <strong>the</strong> consumer and our clients’ entss’<br />
expectations are undergoing hhuge<br />
ugge<br />
e<br />
transformations, where our clients s a aare<br />
ree<br />
seeking profitability and innovation, tioo<br />
nn,<br />
and at a time when Internet performance ce e<br />
is at <strong>the</strong> heart of company strategy,<br />
<strong>Altavia</strong> Victor has one key objective: to<br />
integrate new technologies at <strong>the</strong> same<br />
time as structuring ourselves as a multichannel<br />
operation, with paper as <strong>the</strong><br />
major channel”.<br />
*MOVE : Make Our Vision Effective<br />
Our approach:<br />
integrating new<br />
technologies into<br />
a multi-channel<br />
offering, with paper<br />
as <strong>the</strong> major channel.<br />
ANNE ZAMMIT I Managing Director<br />
<strong>Altavia</strong> Victor<br />
To that effect, <strong>the</strong> BU extended its digital<br />
expertise during 2010, integrating a true<br />
eBusiness approach. In particular, <strong>Altavia</strong><br />
Victor has worked for Akéna Vérandas on<br />
its digital strategy and won several new<br />
client on e-commerce issues.<br />
In addition, to meet <strong>the</strong> expectations of its<br />
clients, brands and stores, at <strong>the</strong> beginning<br />
of 2010 <strong>Altavia</strong> Victor restructured a cell<br />
of experts in <strong>the</strong> area of packaging,<br />
numbering around ten staff with creative<br />
and technical expertise: artistic directors,<br />
technical directors, layout artists and<br />
implementers as well as production<br />
managers.<br />
Main cl clients li<br />
nts<br />
Maxauto, uto to, , Es E EEspace<br />
Culturel<br />
Leclerc, Lecler lerc, CCrédit<br />
Agricole<br />
Assurances, Assur sura Lactalis France<br />
& Europe, Eu Promocash,<br />
Akéna Vérandas,<br />
Bazar Avenue, Groupe Royer,<br />
Conseil Général de la Sar<strong>the</strong><br />
<strong>Altavia</strong> Optitrans<br />
<strong>Altavia</strong> Optitrans, specialising in transport<br />
and logistics, manages <strong>the</strong> entire range<br />
of national and international traffi c for its<br />
clients via all modes of transport (road,<br />
sea and air) with <strong>the</strong> support of a network<br />
of 500 partners.<br />
In 2010 <strong>Altavia</strong> Optitrans was able to reap<br />
<strong>the</strong> rewards of <strong>the</strong> transformation that<br />
<strong>the</strong> organisation underwent in 2009.<br />
The business unit has two expertise<br />
hubs: a purchasing hub and a chartering<br />
hub, which offers turnkey solutions that<br />
can be implemented at its clients’ sites.<br />
Since its establishment in <strong>the</strong> Rhône<br />
valley, <strong>Altavia</strong> Optitrans has increased its<br />
international activities by 80%, mainly in<br />
Europe, and continues on this dynamic.<br />
In 2010,<br />
<strong>Altavia</strong> Optitrans<br />
offered its<br />
clients optimodality.<br />
PATRICIA SEPREZ I Managing Director<br />
29<br />
news 2010
Commercial<br />
structure and first<br />
steps of an<br />
expected growth.<br />
MATHIAS D’ESTAIS<br />
I Associate Director<br />
Capital Innovation<br />
Capital Innovation offers services around<br />
<strong>the</strong> creation of concepts and <strong>the</strong> design<br />
of innovative products. The agency receives<br />
its assignments from <strong>the</strong> marketing and<br />
R&D departments.<br />
The specifi c methodologies employed by<br />
Capital Innovation enable complex projects,<br />
linking practice, technical solutions and<br />
marketing, to be tackled.<br />
In 2010, Capital Innovation developed<br />
its clients’ portofolio, working on new<br />
innovative projects for Décathlon, Seb,<br />
Orange, Valeo, Bic, etc.<br />
Main cl clients li<br />
nts<br />
Décathlon, hlo lon n, , SSeb,<br />
Tigex,<br />
Orange, Orang nge, GGalderma,<br />
Valeo,<br />
Spontex, Spont ponte Bic, Téléshopping,<br />
Jous oustra, Suez, Elba<br />
1<br />
2<br />
3<br />
2<br />
1<br />
<strong>Altavia</strong> Iberica I Social network<br />
<strong>Altavia</strong> Paris l’Agence I Citroën TV<br />
<strong>Altavia</strong> Hellas I Samsung<br />
creation consulting production / optimization web<br />
3<br />
31<br />
news 2010
New clients,<br />
new services,<br />
new challenges!<br />
PETER WALLEGHEM<br />
I Managing Director<br />
After having successfully carried out<br />
a complete reorganisation of its teams<br />
during 2009, with a view to achieving a<br />
customer relationship that truly hinges<br />
upon <strong>the</strong> project manager, offering true allround<br />
support, <strong>Altavia</strong> Benelux continued<br />
its transformation in 2010.<br />
During 2010, <strong>the</strong> BU continued to invest<br />
in <strong>the</strong> development of its creative team.<br />
The structure is perfectly adapted to<br />
dealing with its clients’ marketing<br />
communication problems.<br />
<strong>Altavia</strong> Benelux<br />
These efforts were welcomed by <strong>the</strong><br />
market and <strong>the</strong> BU fi nished 2010 with<br />
good fi nancial results and above all a<br />
series of new, fl agship clients, including:<br />
Remy Cointreau, Kellogg’s, Tecteo, Kraft<br />
and Tell Me.<br />
Main cl clients li<br />
nts<br />
Shell, Da Dan Danone, no on Kraft Foods, Fnac,<br />
Tecteo, Tecteo teo, RRémy<br />
Cointreau, Kellogg’s,<br />
Delhaize, Delha elhaiz EMI, Carrefour<br />
For <strong>Altavia</strong> HTT, 2010 was a year of<br />
sustained growth which fi rmly consolidated ed<br />
its position as a benchmark platform for or<br />
<strong>retail</strong>ers in <strong>the</strong> United Kingdom and <strong>the</strong> e<br />
Nordic countries. With sites in London<br />
and Sheffi eld, <strong>Altavia</strong> HTT invested in its<br />
commercial development in 2010. These<br />
efforts were rewarded by <strong>the</strong> addition of<br />
new clients to <strong>the</strong> portfolio.<br />
This growth places <strong>Altavia</strong> HTT in an<br />
excellent position to achieve <strong>the</strong> successful<br />
rollout of its ambitious 4-year development<br />
plan, MOVE 2014*.<br />
*MOVE : Make Our Vision Effective<br />
A year<br />
of significant<br />
growth!<br />
ROBERT NORTH<br />
I Managing Director<br />
<strong>Altavia</strong> HTT<br />
Main clients cl<br />
ent<br />
Screwfi Sc x, , Tra Tr Tradepoint, T e Nisbets,<br />
Kraft FFood<br />
Foods, Foo Fo Schneider Electric,<br />
Shell, Shell Shell, Kingstown, K Nor<strong>the</strong>rn Tool,<br />
Spicers Spice<br />
In 2010 <strong>Altavia</strong> HTT supported brand<br />
names and companies such as Screwfi x,<br />
Kraft Foods, Schneider Electric, Shell,<br />
Kingstown, Nor<strong>the</strong>rn Tool and Spicers in<br />
meeting <strong>the</strong>ir requirements for publishing<br />
<strong>the</strong>ir marketing communications media.<br />
33<br />
news 2010
In a country that was one of those most<br />
profoundly affected by <strong>the</strong> economic<br />
crisis of recent years, <strong>the</strong> drop in<br />
consumption has had a huge impact on<br />
all <strong>retail</strong> companies, leading to drastic<br />
cost-reduction programmes.<br />
Against this background, <strong>Altavia</strong> Iberica riic<br />
ca a<br />
concentrated its efforts in reinforcing ng it iits<br />
tss<br />
foundations, optimising and streamlining lin n nng<br />
g<br />
its operations but without cutting bback<br />
acck<br />
k<br />
on its development dynamic. Firstly, ,t<strong>the</strong><br />
hhee<br />
business unit restructured and redefi ned d<br />
its supplier strategy in order to increase<br />
<strong>the</strong> profi tability of its internal operations.<br />
*MOVE : Make Our Vision Effective<br />
The greatest projects<br />
are born out<br />
of adversity.<br />
ERICK BILINSKI<br />
I Managing Director<br />
<strong>Altavia</strong> Iberica<br />
Then, with <strong>the</strong> launch of its strategic<br />
4-year plan, MOVE 2014*, <strong>Altavia</strong> Iberica<br />
consolidated its offerings whilst favouring<br />
a client-centric vision, which remains at<br />
<strong>the</strong> very heart of <strong>the</strong> organisation.<br />
Thus, digital expertise has been<br />
signifi cantly increased with, in particular,<br />
<strong>the</strong> launch of <strong>the</strong> whole communications<br />
strategy on <strong>the</strong> Marionnaud social networks<br />
and <strong>the</strong> very latest in e-commerce<br />
solutions with <strong>the</strong> website Mazda Shop.<br />
Finally, <strong>the</strong> business unit rolled out its<br />
activities across <strong>the</strong> entire Iberian<br />
peninsula, reinforcing <strong>the</strong> Lisbon and<br />
Barcelona offi ces.<br />
These efforts bore fruit in 2010, which<br />
was a record year in terms of results for<br />
<strong>Altavia</strong> Iberica.<br />
Main cl clients li<br />
nts<br />
Carrefour, fou our, r, , GGas<br />
Natural, Mazda,<br />
The Phon Phone Pho Ph House, Cartier,<br />
Rolex, Rolex olex, Siemens, Pescanova,<br />
Flex lex, Mutua Madrileña, PC City,<br />
Marionnaud, Paradores<br />
<strong>Altavia</strong> Italia, with a rich and complete<br />
service offering and a reputation in<br />
marketing & publishing services on <strong>the</strong><br />
Italian market, has spent 2010 working<br />
to offer its clients a range of innovative<br />
services: <strong>the</strong> development of co-marketing<br />
operations between brands such as<br />
Autogrill & MSC, or Philips & Grand Viaggi;<br />
<strong>the</strong> development of skills at Premium &<br />
Gifts; <strong>the</strong> use of geopositioning for new<br />
point-of-sale marketing campaigns via a<br />
partnership with Géotag; etc.<br />
These innovations have convinced a<br />
number of <strong>retail</strong>ers and “<strong>retail</strong>-minded”<br />
brand names of <strong>Altavia</strong>’s added value in<br />
supporting <strong>the</strong>ir business activities.<br />
The business unit counts Autogrill,<br />
Wyeth, DBBahn and B&B Hotels among<br />
its new clients won in 2010.<br />
Growth<br />
and <strong>the</strong> creation<br />
of value are brought<br />
about by creativity<br />
and innovation.<br />
PAOLO MAMO I Chief Executive Officer<br />
<strong>Altavia</strong> Italia<br />
Main cl cclients<br />
l ent<br />
Amgen Am Dom Dompe, om m Aquolina,<br />
Bennet, Benne Bennet, t, Bi Bioderma, B Brico Io,<br />
Carrefour, Carref Carrefo Deborah, Henkel,<br />
Iper, Kraft Foods, Penny Market,<br />
Renault, Selex, Sephora, Shell,<br />
Autogrill, B&B Hotels, Db Bahn,<br />
Famila, Henkel, Marionnaud,<br />
Pan, Pernod Ricard, Philips,<br />
Selex, Shell, Trony, Usag, Wyeth<br />
This commercial dynamic confi rms <strong>the</strong><br />
strategy drawn up by <strong>the</strong> business unit in<br />
its MOVE 2014* action plan, which sets<br />
out ambitious objectives in terms of <strong>the</strong><br />
adoption of innovative digital offerings<br />
with high added value.<br />
<strong>Altavia</strong> Italia is more involved than<br />
ever with its clients and has increased<br />
its community and environmental<br />
commitments, boosting its teams’<br />
expertise via sponsorship: actions by <strong>the</strong><br />
FAI (Fondo Ambiente Italiano – an<br />
association for <strong>the</strong> protection of <strong>the</strong><br />
Italian land and heritage) and <strong>the</strong><br />
communications for <strong>the</strong> international<br />
association “Terre des Hommes” which<br />
combats violence towards <strong>the</strong> young.<br />
35<br />
news 2010
<strong>Altavia</strong> Deutschland<br />
significantly extended its<br />
activities across all German<br />
speaking countries.<br />
Although <strong>the</strong> German market is historically<br />
and traditionally fairly reticent in its print<br />
management model, <strong>Altavia</strong> Deutschland<br />
has never<strong>the</strong>less succeeded in making<br />
2010 a year of great change.<br />
After several years dedicated to laying<br />
<strong>the</strong> foundations of its offering, <strong>Altavia</strong><br />
Deutschland has established itself as s<br />
one of <strong>the</strong> leaders in print management ennt<br />
t<br />
in Germany, demonstrating <strong>the</strong> quality ityy<br />
oof<br />
of<br />
its value-added services via its process oc e ess<br />
s<br />
optimisation solutions in particular.<br />
The BU offers market-leading solutions s<br />
that enable it to extend <strong>the</strong> scope of its s<br />
activities with local clients but also to win<br />
a number of new international clients such<br />
PETER SCHOBER I Managing Director<br />
<strong>Altavia</strong> Deutschland<br />
*MOVE : Make Our Vision Effective<br />
as Kraft Foods, Schneider Electric and<br />
Danone, and to expand beyond <strong>the</strong> German<br />
border into Austria and Switzerland.<br />
Forecasts based on 2010’s activity confi rm<br />
and reinforce <strong>Altavia</strong> Deutschland’s<br />
ambitions to grow significantly, as<br />
defi ned n in its MOVE 2014*.<br />
Main clients cll<br />
i nts<br />
Shell, Jo Joh Johnson hnns<br />
& Johnson,<br />
Kraft ft Fo FFoo<br />
Foods, AMGEN,<br />
Danone, Danon anone Schneider Electric<br />
At <strong>the</strong> end of a year that fi nished off with<br />
good results, <strong>Altavia</strong> Polska has succeeded<br />
in reinforcing its position in <strong>the</strong> Polish<br />
market. Established since 2002, <strong>the</strong> business<br />
unit, which until now has been recognised<br />
for its expertise and high added value in<br />
handling publishing projects for chain<br />
stores, demonstrated in 2010 <strong>the</strong> quality<br />
of its expertise in marketing services.<br />
On <strong>the</strong> strength of its consulting capabilities<br />
in subjects relating to commercial creativity<br />
for <strong>retail</strong>ers and brand names, <strong>Altavia</strong><br />
Polska has supported – amongst o<strong>the</strong>rs<br />
– Coca-Cola, Shell and Go Sport.<br />
Our strong position<br />
in publishing services<br />
enables us to<br />
invest and reinforce<br />
our expertise<br />
in marketing services.<br />
IREK LASKOWSKI I Managing Director<br />
<strong>Altavia</strong> Polska<br />
Main cl cclients<br />
l ent<br />
Carrefour Ca ur Gr G GGroup,<br />
u Shell,<br />
Go Sport, Spo Sport, Spor ort, Philip Morris,<br />
Marionnaud, Marion Schneider Electric,<br />
Brico Dépôt, Coca-Cola<br />
These are great confi dence boosters for<br />
<strong>the</strong> Polish teams, who are seeking to<br />
continue <strong>the</strong> fast-track development of<br />
<strong>the</strong>ir marketing services offerings during<br />
2011 - a strategy that is an integral part<br />
of <strong>the</strong> business unit’s MOVE 2014* plan.<br />
This trend has come about through <strong>the</strong><br />
direct involvement of Irek Laskowski,<br />
managing director, who says “<strong>Altavia</strong><br />
Polska’s strong position in publishing<br />
services enables us to invest and develop<br />
our expertise in marketing services so that<br />
we can serve our <strong>retail</strong> clients even better”.<br />
37<br />
news 2010
In 2010, <strong>Altavia</strong> Česká continued with its<br />
strategy, begun in 2009, of expansion and<br />
development of its business activities.<br />
The business unit’s expertise in print<br />
management and its ability to generate<br />
savings in an open and transparent<br />
relationship, offer advice to its clients<br />
and produce results whilst optimising<br />
<strong>the</strong> entire process, are recognised by its<br />
clients both nationally and internationally.<br />
It has reinforced its marketing business ss<br />
in <strong>the</strong> service of brand names such as aas<br />
s<br />
Décathlon and Marionnaud.<br />
The teams now operate over a la large rgge<br />
e<br />
territory, covering <strong>the</strong> main countries trieess<br />
of Central and Eastern Europe, with h<br />
The leading<br />
specialist in<br />
Marketing and<br />
Publishing Services<br />
in Central and<br />
Eastern Europe.<br />
RODOLPH CROZIER I Managing Director<br />
<strong>Altavia</strong> Ceská ˇ<br />
campaigns rolled out in <strong>the</strong> Czech<br />
Republic, Slovakia, Hungary, Romania<br />
and Bulgaria during 2010.<br />
<strong>Altavia</strong> Česká is positioned as <strong>the</strong> leading<br />
marketing communications specialist for<br />
chain stores across <strong>the</strong> entire Central and<br />
Eastern European region and has developed<br />
new projects in social media – particularly<br />
on Facebook – that aim to build and<br />
cons consolidate date companies’ brand image.<br />
Main cl clients li<br />
nts<br />
Décathlon, hlo lon n, , SShell,<br />
Mars<br />
Marionnaud, Marionn Mario ionna Lindt<br />
Report – Central and Eastern Europe<br />
An area<br />
of growth<br />
and experimentation<br />
for <strong>retail</strong>ers.<br />
Although all <strong>the</strong> countries in Central<br />
and Eastern have been severely affected<br />
by <strong>the</strong> economic crisis of 2008, <strong>the</strong>y still<br />
remain markets with very high potential<br />
for <strong>retail</strong>ers. The situation varies greatly<br />
from country to country; overall, <strong>the</strong><br />
zone is a growth area and even an area<br />
of experimentation for national and<br />
international <strong>retail</strong>ers.<br />
Eastern Europe: <strong>retail</strong> is growing and<br />
innovating<br />
Since <strong>Altavia</strong> opened its business units in<br />
Poland and <strong>the</strong> Czech Republic at <strong>the</strong><br />
beginning of <strong>the</strong> 2000s, it has continued<br />
to support <strong>the</strong> growth in <strong>the</strong> <strong>retail</strong> sector<br />
in <strong>the</strong>se territories.<br />
After <strong>the</strong> expansion of its teams’ scope of<br />
activity into Slovakia, Hungary and Bulgaria,<br />
<strong>the</strong> group opened a new business unit in<br />
Romania, which has already won new clients.<br />
This augurs well for <strong>the</strong> development of<br />
<strong>the</strong> group’s operational activities in 2011.<br />
Russia: a promising market<br />
While Russia has experienced very signifi cant<br />
economic growth over <strong>the</strong> last 10 years<br />
and can expect a GDP per capita that is<br />
twice that of China, this development was<br />
never<strong>the</strong>less disrupted by <strong>the</strong> 2008 crisis.<br />
The Russian economy, in which growth is<br />
very closely linked to exports of oil and<br />
39<br />
reports 2010
gas, was hit hard by <strong>the</strong> crisis – harder<br />
than any o<strong>the</strong>r G20 country. Never<strong>the</strong>less,<br />
prospects for <strong>retail</strong>ers are enormous and<br />
are attracting more and more international<br />
market participants.<br />
Across this region of 140 inhabitants where<br />
<strong>the</strong> majority of middle-class consumers<br />
live in Moscow and St Petersburg, <strong>the</strong><br />
market is very fragmented due to <strong>the</strong> sheer<br />
size of <strong>the</strong> country. Major national players<br />
such as X5 Retail Group, Magnit and O’Key<br />
have bit by bit established a presence in<br />
<strong>the</strong> region. The crisis and its associated<br />
fi nancial diffi culties have had a particular<br />
impact on small <strong>retail</strong>ers, which became<br />
easy prey for <strong>the</strong>se big players.<br />
<strong>Altavia</strong> Česká for Décathlon.<br />
In addition, international <strong>retail</strong>ers such as<br />
IKEA, Auchan and Metro have successfully<br />
established a presence and effectively<br />
consolidated <strong>the</strong>ir development in <strong>the</strong><br />
country, ei<strong>the</strong>r by means of takeovers, as did<br />
Auchan with <strong>the</strong> Ramstore hypermarkets<br />
network (from Turkish company Migros<br />
Ticaret) or by gradually opening more new<br />
stores, as Metro has done. It is in support<br />
of <strong>the</strong>se players in <strong>the</strong> development of<br />
<strong>the</strong>ir businesses that <strong>Altavia</strong> opened its<br />
<strong>Altavia</strong> Rus business unit in Moscow, at<br />
<strong>the</strong> end of 2010. The BU already serves<br />
<strong>the</strong> Real hypermarkets (part of <strong>the</strong> Metro<br />
group) and Shell hypermarkets, meeting<br />
<strong>the</strong>ir needs in terms of <strong>the</strong>ir marketing<br />
communications issues.<br />
In an economic environment that is still<br />
very diffi cult in Greece, <strong>Altavia</strong> Hellas has<br />
benefi ted from <strong>the</strong> solidity of its presence<br />
in <strong>the</strong> market since 2001 to consolidate<br />
and develop its business in 2010.<br />
A dynamic<br />
of renewal founded<br />
on solid bases.<br />
RANIA ATHANASOULIA<br />
I Managing Director<br />
<strong>Altavia</strong> Hellas<br />
Main clients cl<br />
ent<br />
Shell, Sh Carrefour, arr re ef u Chris Cash<br />
& Carr Carry Carry, ry, FFourlis<br />
Trade,<br />
Fnac, Fnac Fnac, NNestlé,<br />
N Seb, Sephora,<br />
Stanley Stanl Facom<br />
<strong>Altavia</strong> Hellas is recognised in <strong>the</strong> Greek<br />
market for its quality and know-how in<br />
terms of optimising <strong>the</strong> production of<br />
marketing communication media. It has<br />
consolidated its position by winning new<br />
international contracts such as Fnac,<br />
Nestlé, Seb and Sephora.<br />
The business unit also increased <strong>the</strong><br />
number of new innovations, particularly<br />
with <strong>the</strong> launch of a new online catalogue<br />
solution, rolled out for Carrefour every week.<br />
41<br />
news 2010
Our differentiation<br />
lies in our ability<br />
to offer our<br />
clients creative<br />
360° marketing<br />
solutions.<br />
ZEYNEP NECIPOGLU<br />
I Chief Executive Offi cer<br />
Despite being <strong>the</strong> acknowledged expert rt<br />
in <strong>the</strong> Turkish market in marketing g<br />
communications for chain stores for or<br />
several years, on <strong>the</strong> strength of its 360° °<br />
offering, <strong>Altavia</strong> Türkiye never<strong>the</strong>less<br />
had to bring into play all its know-how<br />
during 2010 to face up to <strong>the</strong> drastic costreduction<br />
programmes implemented by<br />
its <strong>retail</strong> clients.<br />
Confronted with an economic crisis and a<br />
major drop in consumption, <strong>Altavia</strong> Türkiye’s<br />
clients redoubled <strong>the</strong>ir requirements in<br />
terms of optimisation and commercial<br />
creativity.<br />
The business unit rolled out an innovative<br />
communications campaign for GYO<br />
Torunlar, <strong>the</strong> second-largest consortium<br />
of property investments in <strong>the</strong> country<br />
(shopping centres, offi ces, residences)<br />
<strong>Altavia</strong> Türkiye<br />
Main cl cclients<br />
l ent<br />
Carrefour Ca ur sa s ssa,<br />
Ca Carrefour<br />
sa Express, Exp Expres Expre press Teknosa, Indesit,<br />
Hotpoint Hotpo Hotpoin Ariston, Groupama<br />
that aimed to create demand for GYO<br />
Torunlar shares in Turkey. <strong>Altavia</strong> Türkiye<br />
seized <strong>the</strong> opportunity of <strong>the</strong> <strong>world</strong><br />
basketball championship to generate<br />
visibility and used one of <strong>the</strong> players in<br />
its campaign. When Turkey came second<br />
in <strong>the</strong> championship, <strong>the</strong> effects of <strong>the</strong><br />
campaign multiplied and <strong>Altavia</strong> Türkiye<br />
used this image on all its advertising,<br />
press releases, magazine advertisements,<br />
posters and printed media. It was a huge<br />
success for <strong>the</strong> IPO, which saw double<br />
<strong>the</strong> expected level of demand; Torunlar<br />
GYO recorded record sales of around 205<br />
million euros in one month.<br />
This is just one case amongst many that<br />
illustrate <strong>Altavia</strong> Türkiye’s creative ability<br />
brought to bear in <strong>the</strong> service of<br />
commercial performance.<br />
In 2010, its 6th year of business activity in<br />
China, <strong>Altavia</strong> China reached a new stage<br />
in its development, in a market undergoing<br />
very signifi cant growth.<br />
Jing Legrand joined at <strong>the</strong> head of <strong>the</strong><br />
business unit at <strong>the</strong> end of 2009 and<br />
has led a huge undertaking to reorganise<br />
<strong>the</strong> strengths and expertise areas of this<br />
Business Unit, which is present in no less<br />
than 4 sites in China – Shanghai, Beijing,<br />
2010 was<br />
a year of new<br />
beginnings for<br />
<strong>Altavia</strong> China.<br />
JING LEGRAND<br />
I Chief Executive Offi cer<br />
<strong>Altavia</strong> China<br />
Guangzhou and Chengdu. In order to<br />
improve coverage over <strong>the</strong> Chinese<br />
mainland, office managers have been<br />
appointed, enabling <strong>Altavia</strong> China to<br />
consolidate its general organisation.<br />
At <strong>the</strong> same time, <strong>the</strong> internal communications<br />
policy between <strong>the</strong> offi ces has<br />
been streng<strong>the</strong>ned to engender increased<br />
fl uidity and proactivity between <strong>the</strong> teams<br />
serving <strong>Altavia</strong> China’s clients.<br />
43<br />
news 2010
Beijing Guangzhou<br />
Chengdu Che Cheng<br />
Shanghai<br />
Main Ma clients cl<br />
ent<br />
Carrefour, Ca ur, , M<br />
MediaMarkt, d<br />
Watsons, Watsons Watso Watsons ns, B&Q, B Costa<br />
<strong>Altavia</strong> China is positioned in a niche sector<br />
and offers a particular set of expertises,<br />
which are very distinct from those of<br />
traditional advertising agencies. Tools and<br />
supporting material are readily available,<br />
enabling <strong>the</strong> BU to achieve true cultural<br />
adaptation and educate its new members<br />
of staff in how it grows and develops.<br />
<strong>Altavia</strong> China offers a rich set of services,<br />
with <strong>the</strong> creation of a cell of digital experts<br />
dedicated to <strong>the</strong> marketing communications<br />
requirements of its chain store clients.<br />
Its efforts have borne fruit – 2010 was a<br />
year of development and diversifi cation<br />
of <strong>Altavia</strong> China’s client base, with major<br />
gains in generalist and specialist <strong>retail</strong><br />
clients, including Media Markt – <strong>the</strong><br />
European and German market leader in<br />
household appliances and electronics,<br />
B&Q (a Kingfisher Group brand) – a<br />
European market leader in DIY and also<br />
a major global player in <strong>the</strong> IT sector.<br />
1<br />
2<br />
1<br />
2<br />
<strong>Altavia</strong> China I Media Markt<br />
<strong>Altavia</strong> Lille I MBK I Launch of Skycruiser<br />
creation consulting production / optimization web<br />
45<br />
news 2010
The emergence of a large middle class<br />
– <strong>the</strong> promise of all <strong>the</strong> emerging markets –<br />
has made China into <strong>the</strong> dream market,<br />
<strong>the</strong> El Dorado, for a number of economic<br />
players. After ten decades in <strong>the</strong> leading<br />
pack of economies experiencing <strong>the</strong><br />
highest rates of growth, China now holds<br />
<strong>the</strong> position of <strong>the</strong> second-largest global<br />
economy, ahead of Japan. With <strong>the</strong><br />
establishment of a strong middle class<br />
in China, <strong>the</strong> opportunities and prospects<br />
for development for all <strong>retail</strong>ers are<br />
extraordinary.<br />
Supporting growth in <strong>the</strong> <strong>retail</strong> sector…<br />
In 2010, total sales of consumer goods in<br />
<strong>the</strong> <strong>retail</strong> sector reached 15,7 billion yuan, up<br />
by 18.3% compared to <strong>the</strong> previous year.<br />
A more in-depth analysis by geographical<br />
area shows that sales of consumer goods<br />
in urban areas reached 13,6 billion yuan<br />
(up by 18.7%) and in rural areas 2,1 billion<br />
yuan (up by 16.2%).<br />
Although <strong>the</strong>re is certainly growth, <strong>the</strong><br />
significant differences between habits<br />
and methods of consumption persist<br />
between <strong>the</strong> regions, and must be taken<br />
into account.<br />
Report - China<br />
The opportunities<br />
for growth are<br />
extraordinary.<br />
Today’s Chinese consumer is getting<br />
ahead of himself; in <strong>the</strong> major towns and<br />
cities, consumers, who are very connected<br />
thanks to new technologies, are better<br />
informed and are adopting very sophisticated<br />
methods of consumption. In a <strong>retail</strong> market<br />
that is still fi nding its structure, <strong>the</strong>re is a<br />
real premium on innovation and in particular<br />
on marketing communications.<br />
Retailers must do more than increase<br />
<strong>the</strong>ir instore traffi c, <strong>the</strong>y must create clients’<br />
loyalty by improving <strong>the</strong>ir differenciation.<br />
It is on this path that <strong>Altavia</strong> China is<br />
driving its development forwards, by<br />
bringing toge<strong>the</strong>r commercial creativity<br />
and new offers in <strong>the</strong> marketing services<br />
segment, associated with its flawless<br />
knowledge of <strong>the</strong> codes of <strong>the</strong> <strong>retail</strong> sector.<br />
Thus, <strong>Altavia</strong> China today provides support<br />
in China for major clients such as<br />
Carrefour, Media Markt (European and<br />
German leader in household appliances<br />
and electronics), B&Q (part of Kingfi sher<br />
Group – European leader in <strong>the</strong> DIY<br />
segment), Watsons (Hong-Kong group<br />
that includes <strong>the</strong> Marionnaud brand,<br />
in particular), etc.<br />
…and e-<strong>retail</strong><br />
E-commerce and online price comparison<br />
websites are multiplying at a rate of knots.<br />
In 2009, <strong>the</strong> market share of online<br />
shopping in <strong>the</strong> Chinese <strong>retail</strong> sector was<br />
1.9% compared to 4.9% in France, and<br />
11.6% in Japan; it is expected to reach<br />
4% in 2011. Prospects are good, as <strong>the</strong><br />
country numbers 160 million cyber-buyers<br />
and will have 245 million by 2013.<br />
As for mobile phone sales, with 303 million<br />
users of mobile phones already in 2010,<br />
<strong>the</strong>re is no doubt that <strong>the</strong>re will be an<br />
upheaval in <strong>the</strong> near future in terms of<br />
growth and usage.<br />
In <strong>the</strong> face of such advances, major national<br />
and international players in <strong>the</strong> generalist<br />
and specialist <strong>retail</strong> segments are coming<br />
to <strong>Altavia</strong> China, seeking an integrated<br />
multi-services partner who can support<br />
<strong>the</strong>m in meeting all <strong>the</strong>ir multi-channel<br />
communications requirements.<br />
In <strong>the</strong> publishing market, <strong>Altavia</strong> China<br />
benefi ts from <strong>the</strong> group’s experience as<br />
a preferred partner in commerce for<br />
chain stores for more than 30 years, and<br />
offers its clients high added value in <strong>the</strong><br />
definition of best practices, <strong>the</strong> best<br />
technical and technological choices and <strong>the</strong><br />
optimisation of multi-locale management<br />
of issues relating to marketing campaigns.<br />
<strong>Altavia</strong> China advises and supports <strong>retail</strong>ers<br />
in <strong>the</strong> implementation of systems to<br />
manage <strong>the</strong> content of <strong>the</strong>ir marketing<br />
communications, in order to improve <strong>the</strong>ir<br />
effi ciency. By maximising fl exibility and<br />
reducing risks, content management<br />
systems are a real key to achieving better<br />
competitiveness. Therefore <strong>Altavia</strong> China<br />
enables all <strong>retail</strong>ers to optimise <strong>the</strong>ir<br />
processes and reduce distances in a<br />
country that is <strong>the</strong> size of a whole continent.<br />
As Jing Legrand, CEO of <strong>Altavia</strong> China<br />
says: “In China, anything is possible but<br />
nothing is simple”. Whilst <strong>the</strong> opportunities<br />
for growth are extraordinary, success<br />
depends on creativity, an open mind and<br />
fl exibility, without ever seeking to impose<br />
existing Western models. This is how<br />
<strong>Altavia</strong> has built up its development in China.<br />
47<br />
reports 2010
Digital Focus<br />
The technological revolution is not only continuing, it is well and truly accelerating.<br />
The rate of innovation, but above all <strong>the</strong> adoption of new technologies by consumers<br />
has continued to gain speed.<br />
Data from <strong>the</strong> principal social networks is dizzying. In 2010, hardly 6 years after its<br />
creation, Facebook counts more 500 million users. Twitter, its junior by 2 years, already<br />
has 190 million users. On YouTube: more than 2 billion videos were downloaded each<br />
day in 2010. The Apple store has posted more than 10 billion downloads since its<br />
creation in 2008.<br />
As consumers adopt new practices in terms of lifestyle and consumption, this has<br />
a very direct effect on <strong>retail</strong>ers and brands. Rolling out an effective marketing<br />
communications campaign using <strong>the</strong>se new media requires a lot more than investing<br />
in one-off promotional deals. A company must be able to think strategically about <strong>the</strong><br />
entire upstream channel, in order to design true relational platforms and be in<br />
a position to create a real link with consumers.<br />
<strong>Altavia</strong> follows <strong>the</strong>se developments very closely and anticipates <strong>the</strong>ir impact in terms<br />
of marketing communications for <strong>retail</strong>ers. Against a background of <strong>the</strong> rising tide of<br />
digital media and social pressure to move towards sustainable development, <strong>Altavia</strong><br />
designs and offers solutions that enable <strong>retail</strong>ers to revise <strong>the</strong> fundamental principles<br />
of <strong>the</strong>ir marketing campaigns and <strong>the</strong>ir communications.<br />
Actipaper<br />
<strong>Altavia</strong>’s print-to-web solution<br />
<strong>Altavia</strong> offers solutions that enable anyone, by means of one single click on a<br />
printed document, to access <strong>the</strong> selected information directly on <strong>the</strong> Internet.<br />
By making <strong>the</strong> two universes communicate, Actipaper solutions increase <strong>the</strong><br />
effectiveness of both print and web.<br />
The Actipaper solution has unique features that make it easy and user-friendly<br />
to consumers: not only does it operate with a very reduced code size of 4mm to<br />
5mm - as opposed to 12mm to 20mm for most codes on <strong>the</strong> market – above<br />
all, it can be used with different readers that read <strong>the</strong> same microcode: a<br />
Smartphone for mobile use or even a mouse for use at a desk.<br />
For <strong>the</strong> brands, simplicity is also <strong>the</strong> key attraction, with codes that can be<br />
inserted without restriction into all sorts of media (catalogues, books, leafl ets,<br />
packaging, labels, etc.).<br />
Actipaper enables stores and brand names to:<br />
offer an innovative, differentiating service with added value;<br />
bring printed media up to date in real time (prices, availability, etc.);<br />
optimise page layout in catalogues;<br />
place orders online and reduce <strong>the</strong> associated costs<br />
(handling of orders, call centre advisors, etc.).<br />
qualify and quantify <strong>the</strong> use of print media (statistics, etc.).<br />
generating, from paper, hearing and traffi c to your websites<br />
and mobile sites.<br />
MyStudioFactory<br />
Creating Meeting Points<br />
Contact: Christophe d’Armancourt – Managing Director<br />
Email: c.darmancourt@actipaper.com<br />
Tel: +33 (0) 1 49 48 00 00 – www.altavia-group.com<br />
MyStudioFactory supports brand names and content publishers over <strong>the</strong> entire<br />
range of digital media with innovative solutions for distribution of content.<br />
A multi-channel approach: web, mobile, tablet PC, TV, etc. – which is<br />
progressively enriched with new, relevant media.<br />
Multi-platform support integrating various development environments.<br />
A focus on convergence: enables brand names and content publishers<br />
to offer <strong>the</strong>ir clients personalised content that is synchronised across<br />
different terminals.<br />
MyStudioFactory combines technological expertise with marketing know-how<br />
to enable a new, more fl uid and more effective client relationship.<br />
For more information: www.mystudiofactory.com<br />
49<br />
digital focus
Principles and values<br />
Since <strong>Altavia</strong> was created in 1983, <strong>the</strong> company has been through various<br />
phases of development and we have had to learn to manage our growth<br />
without losing sight of our key differentiator, on which our true value has<br />
been founded for more than 28 years – “The Art and Style of <strong>Altavia</strong>”.<br />
Because we are a service company and because we are committed, each day of<br />
<strong>the</strong> year, to our clients’ satisfaction and to meeting <strong>the</strong>ir requirements as closely<br />
as possible, we have worked hard to defi ne our unique offering in a form that is<br />
simple and clear: <strong>the</strong> 10 founding values of <strong>Altavia</strong> and our charter,”The Art and<br />
Style of <strong>Altavia</strong>”, which expresses both our uniqueness and our value system.<br />
Above all, this does not mean preaching, nor engraving a list of rules on a marble<br />
slab, but ra<strong>the</strong>r affi rming our personality and <strong>the</strong> values that have been <strong>the</strong><br />
source of our way of life and our way of working since our very beginning. We see<br />
<strong>the</strong> value system as fertile ground for <strong>the</strong> development of our culture of commitment t<br />
and our service vocation that respects <strong>the</strong> independence of our people.<br />
To encourage a sense of team spirit and an understanding of <strong>Altavia</strong>’s DNA within all<br />
its business units, 10 founding values have been selected. Sharing <strong>the</strong>se values guarantees<br />
coherence and cohesion, by clarifying <strong>the</strong> rights and duties of each member of staff.<br />
1<br />
Progress<br />
Maintain a pioneering spirit.<br />
Accept change.<br />
Encourage innovation.<br />
Inspire <strong>the</strong> desire to exceed<br />
our own limitations.<br />
Challenge preconceived notions<br />
and ready-made solutions.<br />
2<br />
Energy<br />
Use all our positive energy<br />
to improve our service to our clients.<br />
Encourage an energetic approach.<br />
Refuse to settle for <strong>the</strong> status quo.<br />
Fight lethargy.<br />
3<br />
Enthusiasm<br />
Impart a sense of enthusiasm<br />
to brighten our working relationships.<br />
Give our hearts and souls to our work.<br />
Act with reason and passion.<br />
Maintain a sense of curiosity.<br />
4<br />
Humanity<br />
Respect human values.<br />
Put o<strong>the</strong>r people at <strong>the</strong> heart<br />
of our actions.<br />
Preserve <strong>the</strong> future of Humankind<br />
by encouraging sustainable<br />
development in our actions.<br />
5<br />
Sharing<br />
Share our know-how, our culture, our<br />
best practices and our experience with<br />
each o<strong>the</strong>r, with our clients and with our<br />
partners. Share <strong>the</strong> fruit of our efforts.<br />
6<br />
Integrity<br />
Base our behaviour on a strict sense<br />
of integrity.<br />
7<br />
Transparency<br />
Ensure transparency in our actions<br />
(to make <strong>the</strong>m clear and understandable).<br />
Refuse to leave things unsaid.<br />
Inform and explain.<br />
Speak <strong>the</strong> truth, always and everywhere.<br />
8<br />
Proximity<br />
Be close to our clients, our people,<br />
our partners and our markets.<br />
Practise active listening.<br />
9<br />
Simplicity<br />
Act to make our clients’ work easier.<br />
Always aim for simplicity in our methods<br />
and our structures.<br />
Avoid overcomplicating our relationships<br />
with o<strong>the</strong>rs.<br />
10<br />
Fluidity<br />
Values<br />
Make good use of technologies that<br />
can help processes fl ow more smoothly.<br />
Render working relationships more<br />
interactive.<br />
Create environments that encourage<br />
dialogue and communication.<br />
51<br />
sustainable development
Human Capital<br />
At <strong>Altavia</strong>, we have always considered that <strong>the</strong> group’s strength and development<br />
depend on two equally fundamental cornerstones: our Human Capital and our<br />
Client Asset. As a service company, we know that our principal value stems<br />
from <strong>the</strong> men and women who make up <strong>the</strong> group and that our key differentiator<br />
resides not only in our expertise but also in our interpersonal skills.<br />
In 2009, a policy for <strong>the</strong> development of our Human Capital was formally<br />
implemented. This policy was <strong>the</strong> result of consultative collaboration and is still<br />
evolving, with amendments being made as and when needed. It describes “The<br />
Art and Style of <strong>Altavia</strong>” with our values and <strong>the</strong> rights and responsibilities<br />
of each manager and member of staff.<br />
This policy is brought to life within each business unit. Each BU Managing<br />
Director and all of <strong>the</strong> group’s HR managers have a key role to play in sharing<br />
<strong>the</strong> policy and making sure it is taken on board.<br />
Sustainable Development<br />
What policy?<br />
Being aware of <strong>the</strong> social, economic and environmental impacts of our activity<br />
in marketing communications for chain stores in Europe and China, we have been<br />
very quick to integrate respect for <strong>the</strong> principles of Sustainable Development<br />
into our strategy. These principles are at <strong>the</strong> very core of our DNA.<br />
Sustainable Development is, for us, an approach that is all about building,<br />
sustainability and unifi cation; it is a key element in <strong>the</strong> advancement of <strong>the</strong><br />
business and its environment, aligned with our values, our principles and<br />
<strong>the</strong> principles of <strong>the</strong> Global Compact, of which we are signatories. This desire to<br />
act manifests itself in <strong>the</strong> implementation of real and practical actions involving<br />
all of our people.<br />
COMMITMENTS<br />
Paper<br />
Transport<br />
Supplier partnerships<br />
Responsible Communication<br />
Multimedia solutions<br />
Quality of service<br />
Human Capital<br />
Community involvement<br />
Finances<br />
Everyday actions<br />
53<br />
sustainable development
Actions 2010<br />
<strong>Altavia</strong> obtains <strong>the</strong> double FSC and PEFC certification<br />
for <strong>the</strong> entire European region<br />
On 25 October 2010 <strong>Altavia</strong> became <strong>the</strong> fi rst communications group to<br />
obtain <strong>the</strong> double FSC and PEFC certifi cation for all of its Business Units<br />
in Europe. A total of over 140 sales managers and manufacturing managers<br />
were trained in around ten countries. Anne-Lise Spagnolo, Manager for<br />
Sustainable Development for <strong>Altavia</strong> Group, says ”<strong>Altavia</strong> Group would<br />
not have been able to earn this double FSC and PEFC certifi cation at a<br />
European level without <strong>the</strong> close involvement of all <strong>the</strong> managers of each<br />
Business Unit. They succeeded in creating a unifying and meaningful<br />
dynamic in <strong>the</strong>ir teams around this common project.”<br />
This brings a new dimension to our offering of advice and support for our<br />
clients in <strong>the</strong> eco-design of <strong>the</strong>ir printed products, and was accompanied<br />
in 2010 by <strong>the</strong> rollout of CarboScan ® , a carbon footprint calculator that<br />
measures <strong>the</strong> CO2 emissions of print media.<br />
<strong>Altavia</strong> creates Ecopublishing ®<br />
<strong>Altavia</strong> is committed to a practical and sincere approach to sustainable<br />
development and, to that end, has undertaken to seek out and put forward<br />
to its clients innovative ecological alternatives that fulfi l <strong>the</strong> need to<br />
reduce <strong>the</strong> environmental footprint of print media.<br />
Ecopublishing ® is <strong>Altavia</strong>’s label that aims to promote responsible printing.<br />
Responding to a gap in <strong>the</strong> market, Ecopublishing ® proposes a rigorous<br />
mission statement comprising pragmatic, accessible and sincere<br />
environmental criteria, initiating an approach that is unique among its<br />
peers: environmental labelling of <strong>the</strong> production of printed material. As<br />
part of a strategy of shared progress, <strong>the</strong> Ecopublishing ® mission statement<br />
will be revised annually with <strong>the</strong> support of a community of experts and<br />
engaged clients, <strong>the</strong> Ecopublishing ® Community, in order to progress<br />
<strong>the</strong> criteria towards ever-stricter environmental requirements.<br />
In addition, <strong>Altavia</strong> provides support to its clients in dealing with <strong>the</strong>ir<br />
increasing environmental issues via a service offering, Ecopublishing ®<br />
Services, which offers a range of services from support in defi ning an<br />
eco-production strategy for marketing campaigns, to training sessions<br />
for principals.<br />
CarboScan ® takes on a European dimension<br />
CarboScan ® is a carbon footprint calculator developed by <strong>Altavia</strong> in collaboration with<br />
Climat Mundi that measures <strong>the</strong> CO2 emissions of print media. With this tool, <strong>Altavia</strong> is<br />
in a position to quantify <strong>the</strong> reduction in CO2 emissions resulting from <strong>the</strong> effi ciency<br />
improvements proposed to its clients. At <strong>the</strong> end of 2010, <strong>Altavia</strong> initiated a project for<br />
<strong>the</strong> rollout of CarboScan ® across <strong>the</strong> entire European region.<br />
Reducing <strong>the</strong> carbon footprint of its catalogue:<br />
Picard’s case study<br />
Picard is committed to reducing <strong>the</strong> environmental impacts of <strong>the</strong> production<br />
and shipping of its products and stores. The company’s main issue in this regard<br />
was how to identify <strong>the</strong> ways in which it could reduce <strong>the</strong> environmental impact<br />
of <strong>the</strong> production of its product range, which was already printed on PEFC paper<br />
by an Imprim’Vert, ISO 14001-certifi ed printer.<br />
<strong>Altavia</strong>’s task was fi rstly to identify certifi ed papers that were of similar quality<br />
to those used by <strong>the</strong> client, in order to comply with <strong>the</strong> requirements for <strong>the</strong><br />
fi nished article. The CO2 emissions arising in <strong>the</strong> production of each grade of paper<br />
identifi ed were <strong>the</strong>n compared to those of <strong>the</strong> initial papers, using CarboScan ® .<br />
CarboScan ® identifi ed a paper that would enable a 35% reduction in CO2 emissions<br />
thanks to a less emissive paper production process and a reduction in kilometres<br />
travelled, and would also generate a savings as a result.<br />
teq CO2<br />
45,4<br />
32,5<br />
Production<br />
of paper<br />
54,4<br />
initial Paper A<br />
10,7 10,7 10,7<br />
Environmental labelling<br />
on publishing products<br />
Print Transport Total of<br />
emissions<br />
Paper B Paper C<br />
Environmental Labelling on mass <strong>retail</strong> products is an approach undertaken in <strong>the</strong><br />
framework of <strong>the</strong> “Grenelle Environnement” in order to increase consumers’ awareness<br />
of <strong>the</strong> environmental impacts of <strong>the</strong> products <strong>the</strong>y are consuming. <strong>Altavia</strong> has<br />
participated in <strong>the</strong> working group GT8 “Publishing products” since it was set up in<br />
2010. The objective of this group is to defi ne relevant environmental indicators, besides<br />
CO2, and <strong>the</strong>ir associated calculation methodology for printed media.<br />
In <strong>the</strong> framework of a collective operation known as Scoredit, <strong>Altavia</strong> is one of <strong>the</strong> 168<br />
companies participating in an experimental project to display environmental labelling<br />
on some of its products, in collaboration with its clients, from <strong>the</strong> 1 st of July 2011.<br />
20,1<br />
6,2<br />
10,7<br />
76,2<br />
49,5<br />
75,8<br />
55<br />
sustainable development
Community involvement<br />
At <strong>Altavia</strong>, <strong>the</strong> company is considered to be an economic and<br />
social infl uence, involved in <strong>the</strong> local community and instrumental<br />
in creating links. Our commitments refl ect our DNA and our core<br />
values, and embody our desire to be a community player.<br />
<strong>Altavia</strong>’s community commitment is inspired by <strong>the</strong> 10 values that express and<br />
form <strong>the</strong> group’s DNA and is based on a voluntary approach that involves all<br />
of <strong>the</strong> group’s people, from managers to staff members, in each country and<br />
in each business unit.<br />
Our sponsorship activities are carried out for <strong>the</strong> benefi t of <strong>the</strong> local communities<br />
in <strong>the</strong> regions in which we have a presence.<br />
Our community commitment policy breaks down into 3 major focus areas:<br />
Solidarity: we support projects that are socially responsible and promote<br />
relationships between people and which enable us to combat poverty and exclusion;<br />
Entrepreneurship: we commit to supporting, advising and facilitating new<br />
businesses that create local dynamics and employment;<br />
Access to education and culture: we encourage and support projects that<br />
aim to share and disseminate education and culture to a wider population.<br />
All <strong>the</strong> initiatives and projects that <strong>Altavia</strong> supports fall under <strong>the</strong> umbrella<br />
of at least one of <strong>the</strong>se objectives, and meet <strong>the</strong> following criteria:<br />
Action on a local level: <strong>Altavia</strong> is an international group that operates as<br />
a federation of business units that are fi rmly anchored and involved in<br />
<strong>the</strong>ir local communities. All <strong>the</strong> actions and activities arising from our<br />
community involvement promote our local commitment.<br />
Human involvement: This involves contributing aid and support via<br />
<strong>the</strong> direct and practical commitment offered by our people. We encourage<br />
<strong>the</strong> donation of our skills and making our talents available.<br />
Examples of commitments made by <strong>Altavia</strong> Group:<br />
<strong>Altavia</strong> supports PlaNet Finance’s action to fi ght against poverty. PlaNet<br />
Finance is an NGO that works towards <strong>the</strong> development of microcredit<br />
throughout <strong>the</strong> <strong>world</strong>.<br />
<strong>Altavia</strong> is a partner in <strong>the</strong> “Cité de la Réussite” events, <strong>the</strong> Forum for Cultural,<br />
Economic, Scientifi c and Political Debate and <strong>the</strong> AROP (association for<br />
<strong>the</strong> promotion of <strong>the</strong> Paris Opera).<br />
<strong>Altavia</strong> supports <strong>the</strong> “Agence du Don en Nature” which collects new<br />
unsold products from industrials and redistributes <strong>the</strong>m to charities.<br />
<strong>Altavia</strong> is a member of <strong>the</strong> “Entreprendre” network in <strong>the</strong> Seine-Saint-Denis<br />
department and in <strong>the</strong> “Ouest” (Western) region of France, a network that<br />
helps to develop <strong>the</strong> local economic infrastructure.<br />
To date, we have<br />
collected 9 million<br />
euros’ worth of<br />
products with <strong>the</strong><br />
help and support<br />
of 30 donating<br />
brands.<br />
3 questions for Stéphanie Goujon,<br />
Executive Officer of <strong>the</strong> ADN<br />
What is <strong>the</strong> function of <strong>the</strong> Agence du Don<br />
en Nature and how has <strong>Altavia</strong> become<br />
an active partner?<br />
The Agence du Don en Nature (ADN) is a<br />
public interest association, which has set<br />
up a logistics platform between large<br />
companies and associations that work to<br />
combat exclusion (Samu Social, Restos<br />
du cœur, Armée du Salut, etc.). Under this<br />
framework, <strong>the</strong> ADN collects new, unsold<br />
products (non-food) from companies and<br />
distributes <strong>the</strong>m to its partner associations.<br />
To date, we have collected 9 million euros’<br />
worth of products with <strong>the</strong> help and support<br />
of 30 donating brands (L’Oréal, P&G,<br />
Lexmark, Etam, etc.).<br />
We have already redistributed 7 million<br />
euros’ worth of products to our network<br />
of 160 partner associations. The ADN<br />
suggested that <strong>Altavia</strong> become an active<br />
partner at <strong>the</strong> beginning of 2010. We<br />
chose <strong>Altavia</strong> because <strong>the</strong> company is a<br />
leading player in <strong>the</strong> marketing communications<br />
sector in France and has for a<br />
long time been committed to sustainable<br />
development. This is in line with how we<br />
would like our communications tools to<br />
be identifi ed.<br />
<strong>Altavia</strong> has set up a skills sponsorship<br />
with <strong>the</strong> ADN. What sort of support is<br />
offered by <strong>Altavia</strong>’s teams?<br />
One particular contribution was that <strong>Altavia</strong><br />
produced our socially responsible activity<br />
reports for 2009 and 2010 free of charge.<br />
<strong>Altavia</strong>’s teams designed, formatted and<br />
illustrated our reports and o<strong>the</strong>r material,<br />
and <strong>the</strong>y advised and supported us<br />
throughout <strong>the</strong> development of <strong>the</strong>se<br />
documents on technical issues and aspects<br />
relating to eco-conception. <strong>Altavia</strong> also<br />
took responsibility for <strong>the</strong> printing of our<br />
activity reports.<br />
For <strong>Altavia</strong>, supporting <strong>the</strong> ADN makes a<br />
lot of sense with regard to <strong>the</strong> “business<br />
partner” activities of stores and brands<br />
(FMCGs). On your side, what in particular<br />
does <strong>Altavia</strong>’s expertise bring to <strong>the</strong> table<br />
in terms of <strong>the</strong> design and realisation of<br />
your activity report?<br />
<strong>Altavia</strong> brings to <strong>the</strong> table its professionalism<br />
and its sense of «look and feel». Its teams<br />
proposed ideas for <strong>the</strong> layout, which<br />
enabled us to publish an activity report that<br />
was both professional-looking and attractive,<br />
particularly for our product donors.<br />
Over two years of collaboration, we have<br />
established a very constructive relationship,<br />
founded on <strong>the</strong> trust and attentiveness of<br />
<strong>the</strong> teams, which is very important for us.<br />
57<br />
sustainable development
Our customers<br />
and our business units<br />
at <strong>the</strong> heart of<br />
our organisation<br />
<strong>Altavia</strong> is a fully integrated international group, but never<strong>the</strong>less, since it began to<br />
expand nationally and internationally, it has defi ned itself as a federation of companies<br />
in which <strong>the</strong> business unit is <strong>the</strong> benchmark. Within <strong>the</strong> business units, <strong>the</strong><br />
predominating structure is determined by <strong>the</strong> client profi le and client requirements.<br />
<strong>Altavia</strong> Connect is <strong>the</strong> shared services entity that works for all <strong>the</strong> Business Units<br />
in <strong>the</strong> Group and for <strong>the</strong>ir clients. Steering and coordination of <strong>the</strong> business units<br />
is primarily carried out through Comex in France and Europe.<br />
Group G Executive Committee<br />
Lorenzo Bertagnolio<br />
Deputy Managing Director<br />
Europe<br />
Sébastien Reydon<br />
Administrative and<br />
Financial Director<br />
Raphaël Palti<br />
Founding Chairman<br />
and Chief Executive Offi cer<br />
Adrien Boyer<br />
Strategy Director<br />
Laurent Saumon<br />
Deputy Managing Director<br />
General Secretary<br />
Laurent Gampel<br />
Deputy Managing Director<br />
Global Business Development<br />
Eric Chatry<br />
Managing Director<br />
<strong>Altavia</strong> Connect<br />
Raphaël Palti<br />
Chief Executive Offi cer<br />
Lorenzo Bertagnolio<br />
Chief Executive Offi cer<br />
Jing Legrand<br />
Chief Executive Offi cer<br />
Eric Chatry<br />
Managing Director<br />
<strong>Altavia</strong> France<br />
Gilles Maurisset<br />
Development Director<br />
<strong>Altavia</strong> Benelux<br />
<strong>Altavia</strong> Česká<br />
<strong>Altavia</strong> Deutschland<br />
<strong>Altavia</strong> Hellas<br />
<strong>Altavia</strong> HTT<br />
<strong>Altavia</strong> Iberica<br />
<strong>Altavia</strong> Connexion<br />
<strong>Altavia</strong> Lille<br />
<strong>Altavia</strong> Optitrans<br />
<strong>Altavia</strong> Paris<br />
<strong>Altavia</strong> Victor<br />
CPO<br />
<strong>Altavia</strong> Europe<br />
<strong>Altavia</strong> China<br />
<strong>Altavia</strong> Beijing<br />
<strong>Altavia</strong> Chengdu<br />
<strong>Altavia</strong> Guangzhou<br />
<strong>Altavia</strong> Shanghai<br />
<strong>Altavia</strong> Italia<br />
<strong>Altavia</strong> Polska<br />
<strong>Altavia</strong> România<br />
<strong>Altavia</strong> Rus<br />
<strong>Altavia</strong> Swiss<br />
<strong>Altavia</strong> Türkiye<br />
<strong>Altavia</strong> Connect<br />
59<br />
governance
<strong>Altavia</strong>’s Board of Directors is comprised of individuals from diverse backgrounds,<br />
ei<strong>the</strong>r from outside <strong>Altavia</strong> or from <strong>the</strong> management team: this openness is proof of<br />
our progressive approach. Led by Raphaël Palti, <strong>the</strong> Board of Directors makes <strong>the</strong><br />
strategic decisions for <strong>the</strong> company, approaching <strong>the</strong>m with <strong>the</strong> diversity of opinions<br />
arising from <strong>the</strong> diversity of its members.<br />
Daniel de Botton<br />
Independent<br />
Board Member<br />
Philippe Finkel<br />
Independent<br />
Board Member<br />
Michael Likierman<br />
Independent<br />
Board Member<br />
Corporate governance<br />
that ensures <strong>the</strong> durability<br />
of <strong>the</strong> company.<br />
Raphaël Palti<br />
Chairman of <strong>the</strong> Board of Directors<br />
and Founder of <strong>Altavia</strong><br />
Board of Directors<br />
Michel Duval<br />
Independent<br />
Board Member<br />
Paul Moutinho<br />
Board Member<br />
Representing<br />
Naxicap Partners<br />
Luc Bertholat<br />
Censor<br />
Non-voting Member<br />
Pierre Milchior<br />
Independent<br />
Board Member<br />
Ca<strong>the</strong>rine Dunand<br />
Independent<br />
Board Member<br />
Philippe Taranto<br />
Censor Non-voting<br />
Member representing<br />
Nixen Partners<br />
Alain Roubach<br />
Independent<br />
Board Member<br />
Laurent Saumon<br />
Board Member<br />
Representing Viateam<br />
Jean-Michel Gabriel<br />
Censor<br />
Non-voting Member<br />
A governance<br />
close to that<br />
of a listed group.<br />
Interview with Ca<strong>the</strong>rine Dunand,<br />
member of <strong>Altavia</strong>’s Board of Directors<br />
You have been a member of o<strong>the</strong>r boards<br />
of directors. What are <strong>the</strong> unique or specifi c<br />
features of <strong>Altavia</strong>’s Board?<br />
I have great admiration for <strong>the</strong> extreme<br />
level of attention paid by <strong>Altavia</strong> to ensuring<br />
<strong>the</strong> quality of <strong>the</strong> governance of <strong>the</strong> Group.<br />
The make-up of <strong>the</strong> administrative bodies,<br />
particularly <strong>the</strong> specialist committees; <strong>the</strong><br />
processes in place and <strong>the</strong> documents<br />
issued; <strong>the</strong> high level of attention paid<br />
to each detail - all of <strong>the</strong>se things bring<br />
to my mind <strong>the</strong> feeling of governance of a<br />
listed Group more than that which can be<br />
observed in many companies of a similar<br />
size, or even larger.<br />
It is a very strong measure of credibility,<br />
both for company shareholders, particularly<br />
institutional shareholders, and for all of<br />
<strong>the</strong> Group’s partners, clients, suppliers,<br />
bankers, strategic partners, and of course<br />
for all of <strong>the</strong> Group’s members of staff,<br />
both in France and internationally.<br />
None of this has detracted in any way from<br />
<strong>the</strong> freedom of expression around <strong>the</strong><br />
conference table, nor from <strong>the</strong> friendly<br />
nature of <strong>the</strong> discussions – on <strong>the</strong> contrary,<br />
both of <strong>the</strong>se are features of serving on<br />
this Board.<br />
Companies in general are going through<br />
diffi cult times at <strong>the</strong> moment. Has <strong>the</strong><br />
crisis changed <strong>the</strong> way in which you carry<br />
out <strong>the</strong> governance of <strong>the</strong> company?<br />
The crisis has had far-reaching effects on<br />
<strong>the</strong> governance of companies in general.<br />
A number of companies considered as<br />
very solid and incurring limited risk have<br />
in fact found <strong>the</strong>mselves in very diffi cult,<br />
indeed critical, situations.<br />
61<br />
governance
This has led to <strong>the</strong> legitimate calling into<br />
question of how companies function, at<br />
board level, which in turn has had a<br />
series of benefi cial impacts.<br />
Of particular note:<br />
– more attention is being paid to <strong>the</strong> issues<br />
of WCR and cash resources, which boards<br />
sometimes see as too operational for<br />
<strong>the</strong>m to be worrying about.<br />
– more involvement in <strong>the</strong> implementation<br />
and monitoring of risk mapping, as well<br />
as <strong>the</strong> development of analyses along<br />
<strong>the</strong> lines of: “what would happen, if…?”<br />
– rebalancing of <strong>the</strong> boards’ interests<br />
between strategic and fi nancial aspects,<br />
in favour of strategy, with a view to making<br />
information more substantial and achieving<br />
a more structured involvement in <strong>the</strong><br />
validation of <strong>the</strong> company strategy.<br />
– fi nally, directors’ increased awareness<br />
of <strong>the</strong>ir own, personal responsibility.<br />
<strong>Altavia</strong> did not wait for <strong>the</strong> crisis in order<br />
to pay more careful attention to <strong>the</strong><br />
management of WCR or to implement a<br />
more rigorous risk mapping process.<br />
Directors’ attention has been particularly<br />
focused on <strong>the</strong> management of countryspecifi<br />
c risks, essentially with regard to <strong>the</strong><br />
Group’s considerable international expansion.<br />
It has also been a crucial period for <strong>Altavia</strong><br />
Group, which has seen a number of its<br />
business areas evolving; how has <strong>the</strong> Board<br />
of Directors supported <strong>the</strong>se changes?<br />
The Board has supported this approach<br />
in a number of ways:<br />
Since 2008, Raphaël Palti has sought<br />
to implement a process whereby <strong>the</strong><br />
different administrative bodies involved in<br />
<strong>the</strong> Group’s governance are more involved<br />
in its strategy. This is refl ected in <strong>the</strong> initiative<br />
to implement a medium-term business<br />
plan, known as “MOVE” (Make Our Vision<br />
Effective).<br />
A Strategic Direction Committee meets<br />
regularly to discuss ideas and thoughts<br />
put forward by <strong>the</strong> management teams.<br />
In return, this committee reinforces and<br />
challenges <strong>the</strong> directions taken, or<br />
draws <strong>the</strong> attention of managers to certain<br />
aspects, in order to streng<strong>the</strong>n <strong>the</strong> Group’s<br />
change initiative.<br />
The Board also plays an important role<br />
in thought leadership and discussions<br />
on <strong>the</strong> subject of external growth and<br />
diversifi cation of <strong>the</strong> Group. It encourages<br />
coherence and consistency in our approach<br />
as well as a focus on a limited number of<br />
objectives which have considerable impact,<br />
ei<strong>the</strong>r in terms of business areas or<br />
geographies, without of course excluding<br />
realistic opportunities. It also exercises its<br />
responsibility in <strong>the</strong> area of monitoring risks<br />
relating to <strong>the</strong>se projects and objectives.<br />
Ca<strong>the</strong>rine Dunand has been a member<br />
of <strong>Altavia</strong>’s Board of Directors since<br />
May 2008.<br />
She is a graduate of <strong>the</strong> Ecole Centrale<br />
de Lyon and has an MBA from Insead.<br />
She has managed national and<br />
international profi t centres and multisite<br />
organisations within large groups<br />
such as Sanofi and Servier.<br />
She also has experience of entrepreneurship<br />
and management within<br />
SMEs, particularly in partnership<br />
with investment funds (Thermes<br />
de Bagnoles de l’Orne).<br />
Ca<strong>the</strong>rine Dunand serves as director<br />
or chair of <strong>the</strong> board of directors for<br />
listed and non-listed SMEs (Bioalliance)<br />
and professional associations (CNETh,<br />
<strong>the</strong>rmalism).<br />
She also participates in working<br />
groups to discuss and refl ect on<br />
<strong>the</strong> governance of SMEs (IFA, APIA).<br />
Today, Ca<strong>the</strong>rine Dunand is <strong>the</strong><br />
chair of Promontoires, a company<br />
that specialises in mentoring on<br />
governance and strategy for SMEs<br />
and <strong>the</strong>ir shareholders.<br />
The Audit, Accounts and Investments Committee and <strong>the</strong> Appointments and<br />
Compensation Committee challenge <strong>the</strong> group and drive it forward in <strong>the</strong><br />
management of its affairs.<br />
The Audit, Accounts and Investments Committee<br />
Michel Duval<br />
Chairman<br />
Nadine Michotey<br />
Member of <strong>the</strong> Committee<br />
The Appointments and Compensation Committee<br />
Daniel de Botton<br />
Chaiman<br />
Michel Duval<br />
Member of <strong>the</strong> Committee<br />
Alain Roubach<br />
Vice Chairman<br />
François-Régis de Vulpian<br />
Member of <strong>the</strong> Committee<br />
Raphaël Palti<br />
Founding Chairman and Chief<br />
Executive Offi cer of <strong>Altavia</strong><br />
Philippe Geslin<br />
Member of <strong>the</strong> Committee<br />
Alain Roubach<br />
Member of <strong>the</strong> Committee<br />
63<br />
governance
ALTAVIA<br />
BUSINESS DEVELOPMENT<br />
Laurent Gampel<br />
l.gampel@altavia-group.com<br />
GENERAL SECRETARY<br />
Laurent Saumon<br />
l.saumon@altavia-group.com<br />
COMMUNICATION<br />
Laura Sévénier<br />
l.sevenier@altavia-group.com<br />
FRANCE<br />
BUSINESS DEVELOPMENT<br />
Gilles Maurisset<br />
g.maurisset@altavia-group.com<br />
<strong>Altavia</strong> Connexion<br />
Saint-Etienne<br />
4 rue Gutenberg I 42270 Saint-Priest-en-Jarez<br />
Tel: + 33 (0) 4 77 92 82 82<br />
> PIERRE ARTRU I Managing Director<br />
p.artru@altavia-connexion.com<br />
<strong>Altavia</strong> Lille<br />
Lille<br />
23, rue du Molinel BP 369 I 59026 Lille Cedex<br />
Tel: +33 (0) 3 20 51 15 15<br />
> DANIEL PENEZ I Chief Executive Offi cer<br />
d.penez@altavia-lille.com<br />
Contacts<br />
109<br />
Contacts
<strong>Altavia</strong> Optitrans<br />
Lyon<br />
Villa Mercedes I 153, route de Vourles I 69230 Saint-Genis-Laval<br />
Tel: +33 (0) 4 78 86 86 70<br />
> PATRICIA SEPREZ I Managing Director<br />
patricia.seprez@optitrans.fr<br />
<strong>Altavia</strong> Paris<br />
Paris<br />
10, rue Blanqui I 93400 Saint-Ouen<br />
Tel: +33 (0) 1 49 48 00 00<br />
> ERIC BORREIL I Managing Director<br />
e.borreil@altavia-paris.com<br />
<strong>Altavia</strong> Victor<br />
Nantes<br />
ZA des Hauts de Couëron I Rue des Forgerons BP 40 I 44220 Couëron<br />
Tel: +33 (0) 2 51 80 28 28<br />
> ANNE ZAMMIT I Managing Director<br />
a.zammit@altavia-victor.com<br />
Capital Innovation<br />
Cairon<br />
1, place du 8 mai I 14610 Cairon<br />
Tel: + 33 (0) 2 31 08 32 50<br />
> MATHIAS D’ESTAIS I Associate Director<br />
m.estais@altavia-group.com<br />
CPO<br />
Paris<br />
10, rue Blanqui I 93400 Saint-Ouen<br />
Tel: + 33 (0) 1 49 48 00 00<br />
> MARC CLÉMENT I Chief Executive Offi cer<br />
marc@cpo.fr<br />
EUROPE<br />
<strong>Altavia</strong> Benelux<br />
Brussels<br />
Avenue Louise - Louizalaan 287/5 I 1050 Bruxelles I Brussel<br />
Tel: +32 (0) 2 639 68 68<br />
> PETER WALLEGHEM I Managing Director<br />
p.walleghem@altavia.be<br />
<strong>Altavia</strong> Česká<br />
Prague<br />
Pocernická 96 I 108 00 Praha 10<br />
Tel: + 42 0 296 411 541<br />
> RODOLPH CROZIER I Managing Director<br />
r.crozier@altavia.cz<br />
<strong>Altavia</strong> Deutschland<br />
Düsseldorf<br />
Grafenberger Allee 82 I D-40237 Düsseldorf<br />
Tel: +49 (0) 211 40 54 396<br />
> PETER SCHOBER I Managing Director<br />
p.schober@altavia-deutschland.com<br />
<strong>Altavia</strong> Hellas<br />
A<strong>the</strong>ns<br />
103 Ethnikis Antistaseos street I 15451 N. Psychiko I A<strong>the</strong>ns<br />
Tel: +30 210 67 73 900<br />
> RANIA ATHANASOULIA I Managing Director<br />
r.athanasoulia@altaviahellas.gr<br />
<strong>Altavia</strong> HTT<br />
London<br />
19 Bolsover Street I London I W1W 5NA<br />
Tel: +44 (0)207 8860731<br />
Sheffi eld<br />
4 Park Square I Newton Chambers Road I Thorncliffe Park – Chapeltown<br />
Sheffi eld I S35 2PH<br />
Tel: +44 (0)114 220 3760<br />
> ROBERT NORTH I Managing Director<br />
r.north@altavia-htt.com<br />
<strong>Altavia</strong> Iberica<br />
Madrid<br />
C/ General Ramírez de Madrid, nº 8, 2ª planta I 28020 Madrid<br />
Tel: (+34) 91 121 38 38<br />
Barcelona<br />
Centreserveiss Coressa I Ctra. Sta. Creu de Calafell, nº 33, 2ª planta<br />
08830 San Boi de Llobregat Barcelona<br />
Tel: (+34) 93 390 74 29<br />
Lisbon<br />
Rua Dr. Manuel da Cruz, Jr., 128 I Cond. Jardins do Tejo I, 1<br />
2890-240 Samouco I Lisboa<br />
Tel: (+35) 1962 277 424<br />
> ERICK BILINSKI I Managing Director<br />
e.bilinski@grupo-altavia.com<br />
<strong>Altavia</strong> Italia<br />
Milan<br />
Alzaia Naviglio Pavese 78/3 I 20142 Milano<br />
Tel: +39 02303043<br />
Rome<br />
Via Boezio 6 I 00193 Roma<br />
Tel: +39 0632803405<br />
> PAOLO MAMO I Chief Executive Offi cer<br />
p.mamo@altavia.it<br />
111<br />
Contacts
<strong>Altavia</strong> Polska<br />
Warsaw<br />
<strong>Altavia</strong> Polska Sp. z o.o. I Ul. J. Waszyngtona 146 I 04-076 Warszawa<br />
Tel: +48 22 515 80 75<br />
> IRENEUSZ LASKOWSKI I Managing Director<br />
i.laskowski@altavia.pl<br />
<strong>Altavia</strong> România<br />
Bucharest<br />
Str. Sergent Constantin Apostol nr. 10 I Cladirea Besta - parter, Sector 6 I Bucuresti<br />
Tel: +40 742582842<br />
> RADU PAUN<br />
r.paun@altavia.ro<br />
<strong>Altavia</strong> Türkiye<br />
Istanbul<br />
Pazar Sokak - 2 barelli is merkezi kat : 3 I 34 387 Gayrettepe I Istanbul<br />
Tel: +9 (0) 212 213 50 50<br />
> ZEYNEP NECIPOGLU I Chief Executive Offi cer<br />
zeynepnecipoglu@altavia.com.tr<br />
ASIA<br />
<strong>Altavia</strong> China<br />
Beijing<br />
Room 810 I Tower A, Pacifi c Century Place I No.2 Gongti Bei Road<br />
Chaoyang District I Beijing I 100027 P.R. China<br />
Tel: (+8610) 6539 3621<br />
Fax: (+8610) 6539 3626<br />
Shanghai<br />
Unit 220 I The Point Jing’an I No. 555 Anyuan Road<br />
Jing’an District I Shanghai I 200040 P.R. China<br />
Tel: (+8621) 6230 1100<br />
Fax: (+8621) 6231 8626<br />
Guangzhou<br />
Room 3609 I Shuntak Business Centre I No.246, Zhongshan Si Road<br />
Guangzhou I 510030 P.R. China<br />
Tel: (+8620)8363 5151<br />
Fax: (+8620)8363 5161<br />
Chengdu<br />
Room 1008 I Unit 2, Sun Dynasty I No. 27, Section 4 I Renmin South Road<br />
Chengdu I 610041 P.R. China<br />
Tel: (+8628) 8602 6150<br />
Fax: (+8628) 8602 6539<br />
> JING LEGRAND I Chief Executive Offi cer<br />
j.legrand@china.altavia-group.com<br />
Actipaper: <strong>Altavia</strong>’s print-to-web solution<br />
In this annual report you will fi nd codes like this:<br />
To view <strong>the</strong>m you must fi rst download <strong>the</strong> Actipaper application available<br />
on <strong>the</strong> AppStore. Then just scan <strong>the</strong>se codes to get more content available<br />
to your smartphone (websites, videos, e-mail etc. ..)<br />
You can also use <strong>the</strong> Actipaper mouse.<br />
To receive it please contact us on +33 (0) 1 49 48 86 93.<br />
The papers used in this annual report are 60gsm FSC-certifi ed Primacoat and Primapage<br />
papers, manufactured in France in a paper factory with ISO 9001:2000 certifi cation.<br />
This certifi cation guarantees that all operators in <strong>the</strong> chain have obtained FSC certifi cation<br />
and that <strong>the</strong> paper comes from forests under sustainable management, i.e. management<br />
that is socially, ecologically and economically responsible.<br />
The life Cycle Analysis (in compliance with ISO 14040) carried out by Eco Bilan for Bolloré<br />
Thin Papers shows that <strong>the</strong> use of a lightweight paper enables signifi cant reductions<br />
to be made in terms of greenhouse gas emissions and consumptions of raw materials.<br />
Vegetable-based inks are used for printing, which is carried out in a printing works<br />
with Imprim’vert, PEFC, FSC and ISO 14001: 2004 certifi cation.<br />
Thanks to our carbon calculator CarboScan ® , we calculated <strong>the</strong> greenhouse<br />
gas emissions generated by <strong>the</strong> conception, paper production, printing and<br />
transport of our annual report.<br />
These emissions amount to 1620 geqCO2 for each issue.<br />
Photos: Stéphane de Bourgies, Denis Desfarges, Richard Gardette, Alain Cornu<br />
Art direction and illustrations: <strong>Altavia</strong> Paris l’Agence<br />
Copyright: Paris, <strong>Altavia</strong> 2011
Each photograph featured<br />
in our annual report<br />
is a staff member of <strong>Altavia</strong>.<br />
We would like to thank <strong>the</strong>m<br />
for <strong>the</strong>ir participation.<br />
www.altavia-group.com