France in focus by Diplomacy&Commerce magazine

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France IN

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HIGH TIDE, LOW TIDE

MOUNTAIN HIGH

THE WIDEST COUNTRY

C H A T E A UX

THE CHANGLING, NOT CHANGED

The tides in the region of Brittany and Normandy are the strongest in Europe, with a difference in level of up to 15 meters between high and low tide. Mont Saint-Michel is one of the places that becomes an island or peninsula, depending on that.

Briançon, in the Hautes-Alpes department, is the highest town in the European Union. It lies at an altitude of 1,326 metres. As opposed to many mountainous towns and villages across Europe, its population constantly rises.

France and its overseas departements and territories cover 12 different time zones, the most of any country in the world. France is, literarily, all over the world. French Guyana in South America, Tahiti in Polynesia and Mayotte in Africa are French.

There are some 40,000 châteaux (castles, manors, palaces...) in France. The Louvre is the world's largest castle or palace (it is both). It covers an area of 210,000 m². Bordeaux alone has over 9,000 different châteaux.

France has changed its form of government 9 times since 1789, including 5 republics, 2 empires and 2 constitutional monarchies. It was not always a republic since the Revolution, obviously: in fact, most of the 19th century it was a monarchy.

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Past and Future are Fortifying Our Relations The Centenary of the strong friendship coined in the World War I will be commemorated in Serbia and France in 2018. This also represents the best possible basis for the development of the political dialogue and economic and cultural exchange INTER VIEW

rance is commited to bringing bilateral relations with Serbia to the highest posible level and support Serbia's accession process says H.E.Frederic Mondoloni, nee ambassador of France to Serbia.

What are the main priorities of the French foreign policy in the Western Balkans and Serbia? › France is dedicated to ensuring stabili-

ty, prosperity and EU accession in the Balkan region. These priorities are the same regarding Serbia and I would like to commend the results achieved so far by Serbia in the EU accession process – especially in the economic field. Challenges remain ahead, especially regarding rule of law, freedom of media, fight against organized crime etc. France will be supportive of the efforts Serbia will undertake in these directions. More generally, France is eager to deepen further the concrete actions comprised within the Berlin Process, to ensure an increased stability in the Balkan area and better economic conditions and standard of living for the population. Which key messages from the French president did you relay to the Serbian president and Serbian citizens? › The French and Serbian presidents re-

cently had the occasion to meet in Paris, on the margin of the “One Planet Summit” and could exchange directly. During the meeting I had with President Vucic, when I handed him my credentials, I highlighted our appreciation of the good economic results reached by Serbia and our appreciation of the Serbian contribution in UN and EU peace keeping missions, of Serbia’s efforts regarding the regional stability and normalization with Pristina – the opening of an

internal dialogue on Kosovo being a positive behavior on this sensitive question. I also mentioned to President Vucic our attention concerning the negotiation process of chapters 23 and 24, through reforms on the independence of the Judiciary, anti-corruption etc. At last, I insisted on the will of France to develop further our bilateral relations to bring them at the highest possible level. The Centenary of World War I victory in 2018 will be an excellent occasion to commemorate the traditional French-Serbian friendship and to build an even stronger common future.

H.E. FRÉDÉRIC MONDOLONI Ambassador of France to Serbia

To what extent are strong historical ties between Serbia and France contributing to boosting the current bilateral relations between the two countries? › France and Serbia have a long historic

tradition which could be traced back as early as the Middle-Ages with Hélène d’Anjou. These old ties turned into a strong brotherhood at arms during World War I, when French and Serbian soldiers fought together the liberate Serbia. This strong friendship will be commemorated in 2018 with the aim of keeping this memory alive in our two countries. Such a common memory represents the best possible basis for common work in the future because it represents a source of mutual confidence and trust – a feature which is most important for the political dialogue, both bilateral and European, but also for the business community. Furthermore, the Centenary that will be commemorated in 2018 will be a unique opportunity for Serbia to communicate positively, in France, on the economic and tourism opportunities it is able to offer.

France strongly supports reforms in the area of rule of law and continuation of talks with Pristina

In which areas of the European integration process can France support Serbia the most? › France is already providing expertise to

Serbia in the context of its EU accession under three forms. The first one is a strong political support in the EU institutions each time the appropriate reforms are being undertaken in Serbia. In this regards, France will be supportive of reforms that will have to be undertaken in the field of rule of law and normalization of relations with Pristina, both aspects being equally important for the future. The second aspect of the French support to Serbia in its way to EU is the provision of expertise through EU-funded programs – especially in the area of public administration reform and modernization. French experts are periodically sent to Serbia to support the efforts undertaken and one of them is also permanently attached to the ministry of European integration. A second one will soon follow. The third area of this support is the incentives to French companies to invest in Serbia to accelerate the modernization of the economy. Currently, the French companies in Serbia employ 11 000 people and France has risen to the rank of 7th foreign investor in the country. What were your first impressions of Belgrade and Serbia? › I have experienced a warm welcome

since my arrival in Serbia. Belgrade is a pleasant city to live in, with a very interesting historic heritage, cultural events and gastronomy. I appreciate to see how friendly the Serbian population is and how much a lot of people express their interest for the French culture with a good memory of our joint history. I feel good here. <

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H A V A S A D R IA T IC

Focus on Creating Content 2017 was an exceptionally successful year, regardless of the increasingly demanding clients and the pitch process Advertising and media agency, Havas Adriatic is a member of a French communication network, one of the five most influential in the world. As a result of its own creativity and the tools provided by the Havas Group, the Belgrade team is successfully wiping out borders and operates in the entire region. The quality of their services and staff’s expertise are obviously recognized in a wider area too.

A NA M I JA J L OV I Ć Managing Director, Havas Media Adriatic

What was 2017 like for your agency? › 2017 was an exciting year for us.

First and foremost, Havas became a part of the Vivendi Group, the global leader in creating content, media, and communications with a strong footing in entertainment. Our industry is at the turning point with the satiation with advertising, media fragmentation, and a constant increase in the number of advertising channels. For brands it is becoming progressively difficult to distinguish themselves from others and create meaningful and sustainable relations with their audiences. As a part of the Vivendi Group, Havas offers incomparable opportunities to our clients in terms of overcoming business challenges and meeting their goals, both globally and in the Adriatic region. 2017 was also an exceptionally successful year, regardless of the increasingly demanding clients and the pitch process. At no time did we lose our focus in providing the best possible services to our clients. We are welcoming the next year with the same team which just corroborates the quality of our work. As a result of the pitch process, we are proud to have several new regional clients with whom we are entering the New Year, or with whom we already established cooperation in 2017.

Michelin is one of our new clients. If we add to this Lactalis and our other clients, it is clear that we have an admirable expertise in working with the French companies. 2018... expectations, plans... › Havas has embarked on a transfor-

mation this year by consolidating its creative and media units under the Havas Village concept. Since the world is moving increasingly faster and becoming more complex, we believe that the traditional definition of what constitutes creative and media are becoming obsolete. We also believe that with the Havas Village’s client-centric approach we are ensuring agility and immaculate experience for our clients. We are going to see the first results of this business model in 2018 in the Adriatic region that we cover. Our other plans for 2018 pertain to content, since Havas operating under a global leader like Vivendi implies that we are at the very heart of content creation, communication and distribution owing to which we are successfully creating relations between brands, consumers and entertainment. Our position is such that we create new, meaningful relations by reaching out to our consumers in real life through the music they love (Universal Music), games they play (Gameloft), content they watch (Studio Canal), and places of entertainment they visit (Vivendi Live Events). Simply put, we are able to connect brands with consumers through their passions and interests in various segments of life.

A L E K SA N D RA BA N OV I Ć Client Service Director, Havas Adriatic

Since you have a wealth of experience in advertising and that you are working for an agency that is a part of a French global network, how much does the power of the Group you work for mean to you? › The very fact that our agency be-

longs to one of the largest communication networks in the world, which has reputable and highly creative agencies under its roof, speaks volumes about the really great potential that is at our disposal. Network tools and knowledge transfer are available to us in further development of our business and bolstering our reputation in local and regional contexts. I would also like to mention the support that Havas' globally recognized experts gave us in strategic planning, creative and digital. They came to visit us in Serbia as lecturers and showed support our initiative of contributing to our advertising industry by providing insight into international experiences in creation of some of the most awarded global campaigns. They have also given us useful tips for creating meaningful connections between brands and end users. Another significant benefit of working in such a strong network is opportunity to participate in global pitch processes as a part of a large, multinational team. The opportunities are great also

because our network is partly owned by the VIVENDI Group, which is a co-owner of Canal + and Universal Music. This brings us closer to the entertainment industry in more ways than one, and this industry is something that we are definitely going to focus on more in the next year in order to create different content for our existing and future clients which will generate a greater distinction for them in a rather saturated communications market. What is so typically French in your agency? › Our business practice is greatly

influenced by the French business culture where the focus is on unity and building stable relationships within the organization that facilitates understanding and mutual trust. We took the slogan of the French Revolution "Freedom, Equality, Fraternity" as the root of our agency’s motto – “Liberte, Egalite, Publicite” – which reflects our values and the desire to further build ourselves as a strong and stable company oriented towards encouraging individuality and development of creativity. What advice would you give to your colleagues from the industry? › The three key factors of success -

zeal, desire and strength - must never lose on intensity, because only in this way can we achieve top results and attain the unattainable.

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The Opportunity Given to us, We Should use The key of a good cooperation between Serbia and France lies in historical and cultural ties between the two countries. However, the stable economic situation in Serbia, its focus on the EU market, and creating good conditions for foreign investors are the most important things for the advancement of these relations today

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he government's work has been positively rated by the most influential economies of today, including the French. I think that that is of utmost importance since it spurs the trust in foreign investors“, says Dragoljub Damljanović, the President of the French-Serbian Chamber of Commerce.

INTER VIEW

D RAG O LJ U B DA M LJA N OV I Ć President of the FrenchSerbian Chamber of Commerce

Which factors are the key driving force behind this very noticeable improvement in the economic cooperation between our two countries? › Undoubtedly, the bilateral relations be-

tween our two countries, in the last few years, have been progressing and both sides have been sending very positive signals. There is a strong will for boosting the economic cooperation which is evidenced in signing of bileratal agreements, the meetings and the mutual visits of the top state officials in the last three years. Let's not forget the two important economic forums which took place in Paris last year at which Serbia presented its economic potential. To that end, President Vučić met with President Macron at the climate change summit in Paris in early December, and we also expect President Macron to visit Serbia in the first half of 2018. The stable economic situation in Serbia and its focus on the EU market, and by that I mean Serbia harmonizing its laws, adhering to the EU standards and similar, are the most important things at the moment. Having good conditions for foreign investors is also crucial. At the same time, the French state implements an export policy which stimulates companies, as well as small and medium enter-

prises, to export to foreign markets. Eastern Europe, with an emphasis in Serbia, are the targetted export destinations. How would you rate the cooperation with the Serbian government, and its success in advancing conditions for doing business in Serbia so far? › Business people have recognized that

Serbia is currently facing a sort of a turning point, and is increasingly recognized as the leader in the Balkans, from where foreign companies can further expand into the surrounding countries. I hope that we will be able to stay on this positive path and utilize this potential. How can the business and public sector cooperate more in digitalization which is one of the priorities of the government's economic policy? › This cooperation will be implemented

FACT

DIGITALIZATION There is still much to be learned from the French about digitalization, and the good thing is that some of the best French companies in this segment already operate in Serbia.

at all levels. The point is that digitalization has become a strategic priority not only in France but at the global level too. Of course, there is still much to be learned from the French in this field. In terms of the relationship between Serbia and France, it is important to mention that you have some of the best French companies in Serbia that can help with their expertise and that are already cooperating with Serbian public companies on large state-funded projects. These are companies like Atos and Schneider Electric. Which segments of the government's work would be crucial in the following period in terms of boosting the appeal of the country's busi-

ness environment? › I think the government has achieved

positive results when it comes to creating opportunities for foreign investors and it should continue in that direction. It would be good for the Serbian economy to have more branch offices of large French companies. We have been waiting for the construction of a subway to start for years now, and once it does start, I believe that many French companies will come to Serbia. One of the positive examples is the work done by the French Suez Group on the Vinča landfill, which is also the largest French investment in recent years. Let's not forget the potential public-private partnership related to the Nikola Tesla Airport concession which has sparked interest from French companies. In terms of business sector, how important is the closer networking between the Balkan economies for foreign investors? › In this respect, it is very important to

continue working on closer economic ties between the Balkan countries because that facilitates expansion of foreign companies from one Balkan country to another. We often receive such inquiries from companies that want to come to Serbia. They want to know how complicated it is to run their businesses in Bosnia and Herzegovina, Macedonia or Montenegro from Belgrade. To that end, a few years ago, we extended our service to include neighbouring countries, and we have been successfully supporting French companies at the regional level too. <

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We Want to Bring Even More French Companies to Serbia Although it was established only recently, the French-Serbian Chamber of Commerce is classified as a third (the highest) level chamber in the French chambers of commerce system

INTER VIEW

his year, the Chamber has given an important contribution to the launch of production and operations of several companies, including four small and medium ones, in Serbia. „The French-Serbian Chamber of Commerce (FSCC) has had a dynamic year“, says Sanja Ivanić, the director of the chamber which, owing to its work, has managed to position itself as one of the most influential European chambers in Serbia. How many French and how many Serbian member companies does the FSCC have today? How strong is today's presence of the French chambers of commerce in Serbia, and how much did the FSCC contribute to that in its seven years of operations? › We have close to 120 members. For the

most part, our members are French companies, and 10% of the members are Serbian companies which have expressed interest in doing business with the French. As a bilateral chamber, of course we would like to have more Serbian members. Serbia has traditionally good relations with France, which is a known fact, hence we think that the French economic presence should be much stronger than it is at the moment, and this is something that we have been working hard on. The large French companies, which came to Serbia after the year 2000, have made the biggest impact here. They still operate in Serbia to this day. It is thanks to the initiative launched by these companies and the French Embassy, that the French-Serbian Business Club was founded in 2005 and that it was admitted

into the Union of French Chambers Abroad in late 2009, and thus became a chamber itself. With the support of our members, we have managed to position ourselves very well on the Serbian economic scene as one of the most influential European chambers of commerce.

SA N JA I VA N I Ć Director of the FrenchSerbian Chamber of Commerce

What do you think is the priority task of the French-Serbian Chamber of Commerce in advancing the bilateral cooperation, and what would you single out as the FSCC's biggest accomplishments in 2017? › In Q4 of 2017 alone, we had numerous

activities relating to company support. We met with close to 30 companies in France, first at the Central Europe Day in Strasbourg and then in Nantes, on the International Connecting Day event. After that, we met with companies in the Paris regions of Evry and Roissy at the Faites de l’International event. In Belgrade, in collaboration with Business France, our chamber has organized meetings for a group of French cosmetics companies at the Touch of Paris trade fair. In Subotica, we helped to organize a business safety conference. Additionally, on 23rd and 24th October, for the first time ever, we set up meetings for French companies in Bosnia and Herzegovina, in collaboration with the French Embassy in Sarajevo and the Croatian economic mission. Our very first mission in Bosnia was a great success. However, 2017 was all about launching productions and operations of several companies to which the Chamber has greatly contributed. We have helped with the arrival of the French nursery chain

here, with a future launch of a factory, and with a significant investment of a Korean company (which headquarters is in Paris, hence the cooperation). In late 2017, we noticed an increased interest from small and medium companies for their arrival to the Serbian market. What are the advantages of doing business in Serbia according to your members, and what are the biggest business challenges for them? › Serbia has a great potential in various

Our members tell us that they especially like that we promote joie de vivre, the recognizable French spirit that makes our events special

industrial branches - agriculture, digital sector, automotive industry, energy and environmental protection, infrastructure projects... Often we hear that Serbia has a good workforce, that young people speak foreign languages and that they adapt and learn quickly. An increasing number of Serbian companies understand the importance of digitalization, good online visibility and employees who are open to cooperation with foreign companies. Foreigners appreciate the favourable conditions for setting up a business and simplified procedures like, for example, the great progress made in issuance of building permits. Which of the Chamber's services have proven to be the most important for your members? › I think that our strength lies in diversi-

ty of our services and events that we organize. The biggest membership benefit is forging new business partnerships. Our experience has shown that these partnerships often happen if you regularly attend our business events and thus increase your visibility and interaction with the business people there. <

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International Experience and Expertise Miloš Atanasković, Vuk Božović and Uroš Atanasković

tanasković-Božović is a Belgrade based law firm, with an extensive experience working with French clients and one of the rare law offices in Belgrade which has francophone senior attorneys and partners. You appear to be a young team, was that ever an obstacle for attracting new clients? › I am really not sure if we are still that

young, but thank you for that. To be honest, in practice, our age was never an obstacle for attracting new clients, as most of our clients are informed in advance of our experience and expertise. All of us worked in international law offices for years, which is immediately recognized and appreciated by the clients. Does that international experience include working with French clients? › Yes, we have extensive experience

working with French clients and we are one of the rare law offices in Belgrade which has francophone senior attorneys and partners. For example, Uroš studied in Nancy, while Vuk studied in Strasbourg and worked for years in the European Court of Human Rights in Strasbourg. Furthermore, both of them spent a considerable part of their carrier in a reputable French International Business Law Firm. Today we have a long list of French clients, coming from different sectors of economy and also have close cooperation with French-Serbian Chamber of Commerce. What are in practice the usual queries of the foreign investors, when they are interested in Serbia, as potential investment market? › We are usually approached with que-

All of us worked in international law offices for years, which is immediately recognized and appreciated by the clients Does it appear to you that there is an increase in interest of the foreign investors for Serbia? › Judging from the workload of our office,

ries regarding the corporate matters (e.g. incorporation formalities, types of companies, etc.), employment matters (e.g. minimal income, forms of engagement, etc.), and the like. However, in the last couple of years we saw a palpable increase of queries regarding the available state incentives and conditions for acquiring them, obtaining the status of a “free zone”, etc. In that respect we assisted and represented the clients in their negotiations with the Republic of Serbia regarding the obtaining the State incentives, acquisition of real estate, building or adaptation of production facilities, and in general setting the conditions for commencement of their business operations in Serbia. Subsequently, we advise all of these clients in their day-today operations during the entire investment period and after implementation of the investment. What are your experiences with the administrative bodies which are in charge for granting the state incentives? › We must say that our experiences are

rather positive. This is especially applicable for our experience with RAS – Development Agency of Serbia. Their entire management is very professional, responsive and forthcoming. In most cases, our clients are in contact with RAS before they engage our office, and all of them are quite pleased with the approach and proficiency of their team. This in turn makes our job easier, as clients are well informed and prepared even before they approach us. Also, they are of a big help during the implementation of the investment and we can always rely on their assistance if some obstacles occur on the ground.

we believe that there is an increase in their interest. Notably, in the last couple of years our office is seeing a significant increase of clients which are interested in direct investments in Serbia, both “green field” and “brown field” and acquiring state incentives. There is also no rule regarding their main business activities, as we are currently engaged on state incentives stimulated projects for the production of microelectronics, production of garment, petro-chemistry, and the like. Moreover, it appears that every year we have larger and more demanding projects, including high amount investments and employment of thousands of persons.

We advise all of these clients in their day-today operations during the entire investment period and after implementation of the investment

How would you rate the legal framework applicable to foreign investors in Serbia? › Well, we believe that the currently ap-

plicable legal framework is foreign investor friendly, and has proved to be stimulating for attracting foreign investors. We are aware that the public often criticizes the legal framework for being discriminating toward local investors, but we must be aware that the state incentives are the best and most effective way of attracting foreign investors. The legal framework has changed on several occasions in the last few years which also shows that the authorities are constantly involved in this field and that they actively work on providing the better conditions and overcoming the obstacles that have occurred in practice. In the next few days we expect new changes in these regulations which will most definitely pave the road for even bigger investments. <

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Louvre 2.0 Culture as Fuel for Economy

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everal weeks ago, the world was 'shaken' by good news. For a change. The news was that a second Louvre Museum – The Louvre 2.0 – was opened in the capital of the United Arab Emirates, Abu Dhabi, right in the middle of the desert, in an Islamic country which is usually not inclined towards figurative and experimental art. The Louvre 2.0 is in Abu Dhabi, and not in.... New York? Of course not. I once had a girlfriend who was a visual artist and who complained about the art market being over-saturated. I retorted with three words – „Arabic world“, „China“, „India“. These are construction hubs with a lot of empty walls and corners just begging for paintings and sculptures. It is only logical that when money and the centres of civilization move towards East, their 'faithful mistress' – art – follows the trail. Art and culture generating money are as important as money generating art and culture. E LOUVRE MULTIPLIES – L LES LOUVRES So, how did it all come about? Let's ask the Louvre directly. “Wishing to make their country a top cultural destination and internationally recognized for art, education, and culture, the leaders of the Emirate of Abu Dhabi launched the development of this major, universal art museum project. By developing tourism, education, and services, they aimed to dawn the post-oil age. Abu Dhabi called on French expertise to help them suc-

FACT

NOT A CLONE The Louvre 2.0 is 'the child' of the Louvre 1.0, and not its clone. It can be likened to FC New York City, in the American soccer league, that was founded by FC Manchester City under the same colours, but not as Manchester City's B team.

cessfully bring the Arab world’s first universal museum to life.” To make things even better, the Louvre Abu Dhabi was not only a result of the collaboration between Abu Dhabi, as one of the emirates, and the Louvre, as a museum, but also a result of the incredibly strong cooperation between many institutions from both countries. It all started in March 2007 when a contract was concluded that stipulated „opening of the first universal museum in the Arabic world“. The museum brings the Louvre name to Abu Dhabi and presents both ancient and contemporary works of historic, cultural, and sociological interest from around the world. The French institutions that participated in the project are The Musée du Louvre, The Centre Pompidou, The Public Establishment of the Musée d’Orsay and the Musée de l’Orangerie, The Bibliothèque Nationale de France (BnF), The Musée du Quai Branly, The Réunion des Musées Nationaux – Grand Palais, The Musée et Domaine National de Versailles, The Musée National des Arts Asiatiques Guimet, The École du Louvre, The Musée Rodin, The Domaine National de Chambord, and The French Operator for Heritage and Cultural Building Projects (Oppic). So, is the 'new' Louvre a copy of the old one? Or is it more of a branch where the second-rate art collections, that have been sitting in the basement of the museum in Paris, are presented to the Third World? Definitely not! This is how the museum operates - the future museum is not, in any way, a copy of the French

Louvre; it is an individual institution offering its own interpretation of a universal museum, reflecting its era and the local traditions of the country it lies in. Its collection, which will include loans from French institutions (rotated on a ten-year basis), as well as works from its own currently-developing compilation, will be presented in an original manner. Just to add that the license was sold for $500 million dollars, and that another $700 million were paid on the account of 'advisory services'. Who says that culture doesn't pay off and that you cannot export it? The Louvre 2.0 is 'the child' of the Louvre 1.0, and not its clone. It can be likened to FC New York City, in the American soccer league, that was founded by FC Manchester City under the same colours, but not as Manchester City's B team. Let me clarify that. This is not 'a lower league'. This is rather 'almost the same project' but in a different location. Maybe a bit more advanced, but definitely different. CULTURE AS A PROPELLANT Bearing in mind that the people who bought the most important and expensive paintings lately come from Qatar and Dubai, and that one of these paintings has been purchased personally by Mohammad bin Salman, the future king of Saudi Arabia who promises to change his country and make it more open, such "export of culture" can only be beneficial. And using culture as help in deciding about a destination is certainly not a weak argument. On the contrary. Although it seems to us that we are living in the age of social networks, superficiality, constant staring at our phones, selfies, reality shows and a decrease in overall culture, it is really not so. Culture has become more democratic as much as it has become superficial. Back in the day, some people chose culture as their destination, some did not at all. Everybody is doing the same nowadays too, but in a somewhat reduced volume. Culture has become more superficial, but, paradoxically enough, more important too.<

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Ever Growing More companies joining in

ccording to the relevant data, the total French investments in Serbia have almost reached a billion euros, and there are over 100 companies in Serbia with the French capital. These companies employ over 10,000 workers in Serbia. The external trade between Serbia and France has been growing year-on-year, in both directions, by around 20%. Despite the economic crisis, the external trade has never stopped growing since 2009, and in 2014, its value reached EUR 750.4 million. HAT ARE THE TWO COUNW TRIES TRADING IN? Trading in goods is the dominant form of economic cooperation between Serbia and France. France is the 10th biggest export partner of Serbia. In terms of imports, France occupied the 10th place in the past five years. The following are the most important products exported in the the last period: fruits and fruit-based products except juices, vehicle tires, trailers and semi-trailers, furniture and parts, parts and accessories for motor vehicles, liquid pumps, copper, rotary electrical machines, assemblies and parts, women's coats , aluminum , and hydrocarbons and derivatives.

WHO ARE THE MAIN ‘PLAYERS’? The French have never stopped investing in Serbia. Economic cooperation has been on the rise every year since 2009 and an increasing number of French companies have been coming to this market, in cooperation with the French-Serbian Chamber of Commerce. For example, one of the French plans is to participate in the concession deal for Nikola Tesla Airport. Four consortia and one company have sent their binding bids for the airport concession. They are the Swiss-French consortium (Meridiam Eastern Europe Investments,

E C O N O MIC COOPERATION

Economic cooperation has been on the rise every year since 2009 and an increasing number of French companies have been coming to this market, in cooperation with the FrenchSerbian Chamber of Commerce

Zurich Airport and Eiffage), the Indian-Greek Consortium (GMR Infrastructure Limited and Terna), the French company Vinci Airports, the South Korean-Turkish-Cypriot consortium (Incheon International Airport Corporation, Yatirimlari ve Islatme, and VTB Capital Infrastructure), and the Chinese consortium (HNA and China National Aero-Technology). Many other French companies are expanding their capacities in Serbia too. There is a positive example of the French investment in Kikinda, where the Le Belier Company is currently advertising several new job positions including accountants, engineers, technicians and project managers. For some time now, Tigar Tires has been keeping the Pirot area economically alive, following the French Michelin taking over the company. One of the most successful examples is definitely the Beočin Cement Plant which was acquired by Lafarge back in the day. Now, the Swiss company Holcim runs the plant. We don't need to specially introduce another French company, Schneider Electric, and its latest innovations in the field of electrical engineering and energy, on top of all the integrated applications as a result of these innovations. We definitely have to mention the legendary Renault which was very popular in the former Yugoslavia, and has not lost its appeal even today. The company is present in the Serbian market along with other big automotive players. Le Belier, which manufactures aluminum parts for cars, has long decided that Serbia would be of the countries to invest in. In order to increase its production capacity and move closer to its biggest clients, Le Belier has been gradually establishing international presence since 1994. Today, Le Belier is present on three continents with 10 production locations: France, Hungary and Serbia in Europe; Mexico in Central America, and China in Asia. And there are many other French companies - Maltinex, L'Oreal Balkan, Sanofi... <

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Macron - the King of Hearts The New Blood SPIRIT

ack in the day, Lady Diana was affectionally called „The Queen of Hearts“ in the British press, alluding to her future queenship and her 'reign' over the hearts of many people because of her warm speeches, beauty, youth, energy and unconventional behaviour. Today, we have another superstar in Europe – Emmanuel Macron, the new French president. The new French president is 'very French' in more ways than one. France has had a tumultuous history and has been constantly zig-zagging between being monarchy and republic. Considering that the most French thing lately has been the funeral of Francois Mitterrand, which, in addition to his 'regular' family, was attended by his mistress Anne Pingeot and their daughter Mazarine, who, at the time of the funeral in 1996, was 20 years old. Maybe, at the time when John Major was the UK's prime minister, this would be downright shocking to see, but 21 years on, things have completely changed. Back then, Great Britain danced to the rythm of British pop, geared itself for Tony Blair, and was 'Cool Britannia', open to migrants while France, on the other hand, was already easy going. Now, Great Britain is on its way to exit the EU, and France, along with Germany, are given a task to find a new meaning for the shrunk Union. It is the younger of the Merkel-Macron duo that has to reform the European Union to become a more sustainble and dynamic community before the third decade of the 21st century starts. Why is that so? Because Protestant Merkel always cared more about stability which she is good at, and small changes, while her shadow cabinet, including the notoriously strict keeper of the German and European treasury, Wolfgang Schäuble is not too keen on spending money to save Spain, Portugal, Italy or Greece. Following the global economic crisis, the eurozone crisis and the sanctions towards Russia, 'saving' Europe will not be such an easy task. Add to this the migrant crisis that has hit the aformen-

tioned European countries the most... So, it's time for Macron to step in.

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AGREEMENT Does he want people to do something for their country, and not ask what their country can do for them? No, he doesn't. He claims that the country will do for them what they do for the country. It is a social agreement fitting of the 21st century.

A MAN WITH A PLAN Macron is the one who comes up with dynamic ideas which, according to some, will replace the complicated system of 20 different pension schemes with a uniformed one. Workers will be more mobile, societies more open, and France will regain its leadership position, pushing Great Britain and Germany aside. He is the one who bravely showed his wife, who is 24 years his senior and his former teacher, to the public. He killed two taboos in America with one stone – namely, that it is a common place to have a younger, not older, wife, and the relations between students and teachers are usually 'discouraged'. But maybe the young and charming president won the heart of the Americans when he asked: „If Trump can have a younger wife and if the same sex marriages were legalized during Hollande, why should I be forbidden to love whom I love?“ That's right, he shouldn't. A MAN OF REVOLUTION In a country that is known for its democracy and revolutions, this was exactly that – democracy and a revolution. A social revolution! The second revolution came with formation of a new party that leans on the personality of its leader, which, you have to admit, was something that Serbia, Russia, Italy and several other countries with lesser established, stable parties, were known for. Here, in France, the Free Left (La Gauche Libre) movement decided to declare itself a political organization, and, on 6th April, just prior to Britain

declaring Brexit and six months before Trump's presidential win, officially became a political party called 'La Republique en marche!' (The Republic in Motion!). In 2017, 66% of the electorate voted for Macron as the new president, and subsequently, his party won 310 out of 577 seats in the parliament, a rather comfortable margin, at the parliamentary elections. PEOPLE READY FOR A CHANGE The most important thing of all is that peole are ready for change. The tepid Hollande and the overly rigid Sarkozy were not satisfactory options. Terrorist attacks, radicalization of suburbs, social problems and failed hopes... From the time when Mitterrand was president and after, during the 1990s, the French were a super power in everything, from culture to economy. Then the country was brought down to its knees. Apart from the French intervention in Mali when the jihadists, who 'won the revolution' from the Tuareg rebels, became a threat to France and the French soldiers, who had managed to unite the country over this intervention, were met with cheers by the Africans, France did not score many political successes, while its economy was kind of middle-of-the-road. Macron is often compared to J.F. Kennedy because he is young, charming, energetic, and has a plan. Does he want people to do something for their country, and not ask what their country can do for them? No, he doesn't. He claims that the country will do for them what they do for the country. It is a social agreement fitting of the 21st century. If he succeeds, the EU has hope, and France has an opportunity to hit „the refresh button“. <

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The Champion of Popularity France entices people of all ages with some of the world’s most iconic landmarks, worldclass art and architecture, sensational food, stunning beaches, glitzy ski resorts, beautiful countryside and a staggering amount of history TOUR ISM

rance is the most popular tourist destination in the world, far exceeding any other country in popularity. But, since 2014 was the most successful year, forecasts that the country would reach 100 million tourists very soon were ruined by the prospect of terrorist attacks. However, things have started going back to normal. The last three months of 2016 saw tourism in France rebound by nearly 4

As a destination for travellers, France virtually has it all

percent, after a dramatic downturn last year that put the country’s hospitality industry on alert, according to the INSEE national statistics agency. The number of overnight stays among French nationals rose 4.3 percent in the third quarter of 2016, as compared to the same period in 2015, while stays among foreign visitors increased by 2.9 percent. INSEE said those figures offset the decline (-1.8 percent) experienced between 2015 and 2016. SO, GO BACK TO FRANCE, GUYS Well, it all seems to be better now,

although in this crazy world nothing can be 100% certain. We can start planning for another trip. But what makes France such an attractive destination for holiday makers year after year? They say there are six reasons for that. The first reason is definitely Paris. Paris is always a good idea, they say. The French capital is a huge draw for foreign visitors – over 30 million of them a year in fact - more than any other city in the world. And the reasons for that are well known - romanticism, architecture, the Louvre Museum, the iconic Eiffel Tower and the simple things that make life exciting, like sitting in

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RECORD The French capital is a huge draw for foreign visitors – over 30 million of them a year in fact - more than any other city in the world.

a charming café and observing the world and the city go by. The history of attractiveness goes a long way back for Paris, to the time when it was an artistic capital of the world. The city’s appeal is now spurred by good transport connections – trains from London, Brussels, and Amsterdam, and its relative close proximity to America, make it a great escape destination. Adult visitors enjoy their share of Paris while kids have the Euro Disneyland. The second reason is the myriad of beaches. And this is why there aren't’t many French beachgoers around the world. They like their own country. And

they can speak French too. You can choose between the Southern Mediterranean coast, the West Atlantic windy coast (which was very popular when people were not that crazy about sunbathing), and there is the big island of Corsica. If we consider the entire French territory, than there are new destinations to explore - the Caribbean islands of Martinique, Saint-Martin, SaintBarthélémy, and Guadeloupe. As for the African experiences, try the Indian Ocean paradise destinations of Reunion and Mayotte. The French Polynesia, with Bora Bora and Tahiti, are in a league of their own.

The third reason might be a bit obvious, but France lies at the crossroads of global routes, so you have to pass through it to reach other destinations. While you are here, why not stay a bit? The fourth reason is the countryside. As opposed to many industrialised places, where the villages are scarce, around 80 percent of France is countryside – and most of it is stunning and tranquil. The small towns like Rene Artois's Nouvion are deeply rooted in our collective consciousness. It doesn't matter that those guys were purely fictional. The fifth reason is, of course, food and wine, or beer, if you go north or northeast But ,generally, it’s wine. France is inseparable from its gastronomic and wine traditions. Many of the dishes can be considered clichés, but, what the heck?! We all dream about those clichés. Last but not least, there is art. In fact, France has some 39 sites on the UNESCO World Heritage list where it ranks fourth. Only Spain, China and Italy are ahead of France. The Lonely Planet's destination editor, Kate Morgan sums it all up: "As a destination for travellers, France virtually has it all. France entices people of all ages with some of the world’s most iconic landmarks, worldclass art and architecture, sensational food, stunning beaches, glitzy ski resorts, beautiful countryside and a staggering amount of history." LESS THRIFTINESS, S'IL VOUS PLAÎT But do the figures tell the real story of France's table topping tourism industry? One professional says the numbers are misleading, and that France needs to do more to match the success of the United States and Spain. The visitors don't spend that much, and that is the next step to tackle, namely to entice the visitors to be less thrifty. <

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The Spirit of Gauls is a Phoenix Everybody can look French which means that everybody can feel nice in France CULTURE

HE FIRST VICTORY – I WILL T LEAVE YOU WITH A NAME ONLY Everybody who wanted to portray themselves as indestructible, always used the Phoenix as their symbol, including the eponymous town in Arizona. However, the real phoenixes here are definitely the Gaul spirit and the French. If the English are a good example of how to fuse many nations (Angles, Jutes, Saxons, Danes, Normans, Celts) into one without too much bloodshed, then the French are the typical example of a nation that resurrects itself every single time you think that they went bust. The Gauls, and their leader Vercingetorix, lost in Alesia. Forget Asterix! Celts accepted Latin and started speaking the late version of it which, in time, turned into old French. But did all of them do that? What about Bretagne? Didn’t Celts live there? OK. Forget Bretagne too! They came from Britain, as you can tell from their name. All of them! Then the Franks came to conquer the already ‘chipped’ spirit of the Gauls, who had no language of their own and practiced fragmented religion. France was named after the Franks, while, in German (and other Germanic languages) it is still called Frankreich (The Franks’ country). Back to the Gauls! Of course, they could not force the Franks to speak their language because it had died out, or force them to practice their religion because they were already Christian, but they did impose Christianity and Latin on them, which, was now called old French. The only thing that they left the Franks with was the name of the country and the name Francois. Even today, if a word has its roots in the French language, it is called Gallicism.

HE SPIRIT OF WHICH T FRANCE EXACTLY? ALL OF THEM Defining the French spirit is no easy feat. When I did my regular army service in Podgorica in 1998, I was a member of Centre Culturel Francais and spend my off days there when I was bored. I loved reading travel books and the books about different parts of the country. It was then that I got a shock. If, for instance you take the book called “Bretagne”, its photographs (which speak 1,000 words, obviously) remind you very much of Wales or Ireland. If you take the book “Normandie”, it will remind you of another Norman country just across the channel – England. If you flip through the book “Provence”, you might think that you are in Italy. The photographs in the book “Occitanie” are incredibly like Northern Spain. Alsace and Lorraine will undoubtedly remind you of Germany. Some naysayers will try to convince you that Burgundy or Central France (Agouleme) is actually the real France. But they are missing the point! This is not how you create the national spirit. This is not how

you create a nation even. If you have a look at the DNA of the people and their features, you will find out at least 5 different genotypes and physiognomies that make a single nation. The same is with France – physiognomy-wise everybody can be French. I was often approached abroad by people who started speaking French with me, maybe because my features are northern, and southern, and eastern, and western. This is what makes the French ‘the new Phoenixes’; what makes them strong. Everybody can look French which means that everybody can feel nice in France.

In the 21st century, they slacked off a little bit while resting on their laurels, and being torn by the issues of integration. Regardless, no-one should doubt that the French would rise again

CANNOT KILL ME You cannot kill France because you cannot kill its spirit. Many conquerors had tried to do that, elated by the idea of their own ‘racial purity’. Many thought that their moral Puritanism would break the French in wars, just like the British did in the 18th and 19th century, only to realize that that was impossible and that their disapproval of the French spontaneity, dance, signing and flirtation, which they collectively called “debauchery”, always backfired. In the end, the entire world fell in love with the French culture, and in the late 19th and early 20th century, everybody rushed to experience the new –isms, and be inspired by the Parisian joie de vivre. When the British and German culture surpassed the French at certain point in time, the French stood up gain. In the 1950s and 1960s, we all fell in love with Brigitte Bardot, Jean-Paul Belmondo, Alain Delon, and the French film, writers and existentialists. In the 1980s, the French new wave was very significant, and, in the 1990s, they brought us many novelties. In the 21st century, the French have been slacking off a little bit while resting on their laurels and being torn by the issues of integration. Regardless, no-one should doubt that the French would rise again. <

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MLEKOPROD UKT

Sliced brie brochettes

A different way to enjoy cheese with lle de France Preparation time: Less than 10 mins Serves 7 A balanced meal Ingredients: 7 Tranches de Brie 70g quince paste 7 small slices smoked ham 7 grapes Brochette skewers

Cut each Brie slice in two. Dice the quince paste into 1cm cubes. Rinse the grapes. Make up the brochettes by alternating the ingredients to your taste. Keep cool until served. Serving suggestion: serve with pre-dinner drinks or on a picnic. Tip: if you donâ&#x20AC;&#x2122;t like quince paste, try dipping the grapes in caramel instead.

Preparation time: Less than 10 mins Cooking time: Less than 10 mins Serves 3 to 4 A balanced meal Ingredients: 1 Petit Camembert 25g walnuts 25g dried apricots 25g dried figs 25g fig jam 3 slices rustic bread 3 slices wholemeal bread 3 slices walnut bread Three key steps to reinventing your cheeseboard: 1) The cheese: we recommend you remove your Petit Camembert from the fridge 30 minutes before serving to maximise its creaminess and gourmet flavour. 2) Bread choice: you can use several different breads such as walnut bread, rustic or granary. Cut slices and toast in the oven. 3) Accompaniments: we recommend several flavours of jam: such as apricot and fig. Raisins, dried figs, dried apricots and walnuts.

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