This is at least the o icial part o the operation

"We are well aware that the ilm can be"guignolisé" airly quickly..." ", coward Pierre Siquier, President o the Ligaris Agency, mi-anxieux, mi-ra i. Guignolisé on Canal Perhaps. Spotted Surely. Because the new campaign on the alternating training organized at the initiati e o the Mede and co-signed by the agencies Ligaris and the small agency in the Prairie tele ision, décoi e. The protagonists are re-telling symbolically to the sound o the old (1937) tube o Rina Ketty, "I will wait... the day and the night..., I will always wait your back".

In this ilm, baroque and o set, it is, howe er, not question o lo e, still less than, but the paradox between youth waiting inde initely or a job that they are struggling to pick up, or ha e appropriate pro essional training... and companies aced the skilled employees they need to de elop and penetrate new markets, e en though they could train them through learning.

45 Seconds and the sound o "I will wait", the iewer disco ers there ore waiting patiently, desperate, or resigned manner a young suburban, unemployed managers and the business leaders, all on the lookout or a degree, work experience, or o young quali ied or moti ated... rankly succeeded, the ilm has excited the Permanent Assembly o the Mede and part o its Executi e Board.

June 15, an Internet teasing campaign started on MSN, Yahoo! and the Skyblog who themsel es re erred to the Keskonattend site. our small iral ilms were directed by the "pro essional attendeurs" in o -the-wall waiting situations: one is trying to roll the Olympic speed, the other working its concentration in a glass o aspirin, the third his breathing... inally, rom June 22, deploys a campaign press and radio, business leaders and young people in search o training. The ambition "Reach 500,000 contracts o training or end o 2009, 120,000 contracts being planned or 2006," said Hélène Molinari, Director o communication o the Mede .

"Break the expectation".

This is at least the o icial part o the operation. Because, behind mechanics well oiled o this learning action, lie ahead with other issues in other more harsh, i not more tactical. Thus the dominant theme chosen or the ad ertising campaign: "we ha e opted or waiting, tells the"Echos"Laurence Parisot, President o the Mede , because the question o expectation, it is also the question o the uture." The rance displays a high rate o unemployment abnormally in less than 26 years. While at the same time, business leaders would like to hire and are pending. Must break this expectation and cause the meeting, as reconciliation between young people and the company will not be the theory, but practice. And these young people must see that the company is a place o project and not a place o con lict.

It is also true as Mede ound during the weeks o disco ery o businesses that it organizes periodically, secondary school teachers themsel es continue to look at the world o business with a degree o mistrust. Per ectly in line, in this, with the whole o the rench, only 36 (compared to 74 in China, and 71 in the United States) say "join the market economy", according to the latest study by the American Institute GlobScan. But what support the distancing o a class o age the 15/25 years arguing, in a high proportion, as the poor company parent.

This inding, associated with the iolence o the crisis o the CPE and criticism on the lack o education which had been Matignon youth, led the Mede to rework its media plan, targeting 15-24 years media pre erred way. Where the integration, in this de ice, unexpected priori partner, musical radio Skyrock, largely leader with this class. "Abo e all, we especially wanted to partner with Skyrock, says Laurence Parisot, that it was the media who had been the more irulent against the CPE." And that it was there ore essential to communicate.

The desire to be audible

The approach is much more consistent that another objecti e, just less isible, behind the campaign o the Mede : dust o the image o the institution management, better dock it in modernity and ci il society by choosing, or the irst time in its history, by ad ertising. A irst. "But can not both be claim as an institution ha ing points o iew and not to disclose," loose Laurence Parisot. Catch-up, so, rather than inno ation, on oreign countries where, in Britain as Germany, the employers organisations orchestrate enough regular communication operations. "As well as in the US, adds Jean-Louis Missika, President o JLM (Group Altedia), where it is extremely common public institutions, or e en pri ate companies take the loor to de end an initiati e or a bill". The Chairperson o the employers ' organisation is howe er aware that the road will be long: "the work o image to operate to better appreciate the Mede can be made on a medium-term that can estimate between three and our years." But we now intend to be present, isible and audible.

An unlucky "timing"

or all, nothing is won, the inancial requirements o Antoine Zaccharias, the ex-patron o da inci, or con usion about the resale by Noël orgeard, o its stock in EADS, rom here, blur per ormed attempts here to re-brand the management institution. A particularly unlucky "timing" Laurence Parisot rejected the criticism: "as long as the M A has not acted on the record, I do deal not EADS." But on the da inci record, should always pay attention to what the abnormal beha iour or e en outrageous o a man, purportedly not on thousands o indi iduals. And it would ha e been un ortunate shi t this communication there are many things that are not known to say and a lot o messages to pass. "The campaign will be declined until mid-July and will resume to the re-entry.