special report - Aderly

Aderly 

* 

A D E R LY 2009 ACTIVITY REPORT 

NEWS 

ENTREPRENEURS 

WHO ARE BETTING ON LYON


C O N T E N T S 

P. 06 

NEWS 

ENTREPRENEURS 

WHO ARE BETTING 

ON LYON 

P. 06 

NEWS FLASH 

Continued attractiveness despite 

a difficult economic backdrop 

IN BRIEF 

> 56 companies that entrusted us 

with their setup projects in 2009 

P. 08 

IN-DEPTH 

The sectors of excellence 

that make Lyon a leader 

≥Lyon – the world capital of 

infectiology 

IN THE WORDS OF… 

Colin MCGukin, CTI Lyon 

Aderly 0 

*ADERLY 2009 ACTIVITY REPORT 

≥A new industrial revolution 

underway with Clean-technologies 


Beno t VERZAT, Quantis 

≥A digital industry that isn’t 

virtual! 


Olivier Jolliot, G4 

Olivier COLCOMBET, 

Namco Bandai Partners 

≥Lyon’s traditional sectors 

still remain highly attractive 

> Company services 

> Industry 


Albert Argudo, Clark 

P. 19 

FOCUS ON 

Iconic brands, strategic & global 

companies 

P. 20 

SPECIAL REPORT 

FOCUS ON ONLYLYON 

HIGHLIGHTS 

A look back at major achievements 

in 2009 

PEOPLE 

Over 3,500 Ambassadors working 

together for the city 

P. 28 


The strength of 

partnerships in Lyon’s 

territorial 

development 

Questions for Aderly’s four 

Presidents 

P. 30 

ADERLY 

Let us guide you to a successful 

business setup! 

≥Perspective (Manchester/MIDAS)

THE MEMBERS OF ADERLY 

Aderly’s governance is based on four founders and 60 members: 

FOUNDERS 

• GREATER LYON URBAN COMMUNITY - Gérard COLLOMB - President 

• LYON CHAMBER OF COMMERCE & INDUSTRY - Guy MATHIOLON - President 

• RHÔNE GENERAL COUNCIL - Michel MERCIER - President 

• MEDEF Lyon-Rhône - Bernard FONTANEL - President 

≥Customized services with great 

human value added 

LIFESTYLE 

A day in the life of a prospector 

Aderly’s business setup consultants: 

men and women on the go 

STRATEGY/2010 

P. 37 

FEEDBACK 

A “win-win” partnership 

for the region 

In the words of our partners 

CASE STUDY 

Pooling expertise to make Lyon 

a winner (partnership agreements) 

Useful informations 

Organization Chart, budget figures 

CGPME-PMI-RHONE = Small Business Confederation 

F.P.C. = Federation of Developers and Builders 

S.G.E.B.T.P. = Union of Construction and 

Public Works Entrepreneurs 

F.N.T.R. = National Road Transport Federation 

SYCRI = building management services 

OTHER MEMBERS OF THE BOARD 

• GREATER LYON URBAN COMMUNITY - Jean Michel DACLIN - Vice President 

• GREATER LYON URBAN COMMUNITY - David KIMELFELD - Vice President 

• GREATER LYON URBAN COMMUNITY - Alain GALLIANO - Councilor 

• LYON CHAMBER OF COMMERCE & INDUSTRY - Beno t SOURY - Vice President 

• LYON CHAMBER OF COMMERCE & INDUSTRY - Philippe GUERAND - Elected member 

• LYON CHAMBER OF COMMERCE & INDUSTRY - Daniel STRAZZERI - Elected member 

• RHÔNE COUNTY COUNCIL - Michel THIEN - Vice President 

• RHÔNE COUNTY COUNCIL – Bernard RIVALTA - President of the Socialist Group 

• RHÔNE COUNTY COUNCIL - Jean-Luc DA PASSANO - Vice President 

• MEDEF Lyon-Rhône - Olivier FINAZ - CEO, IDS 

• MEDEF Lyon-Rhône - Jacques LAMBERT - CEO, MMF Protection et Sécurité 

• MEDEF Lyon-Rhône - Daniel GIRERD - CEO, MMF Protection et Sécurité 

ACTIVE MEMBERS 

• AIR FRANCE - Bernard BAZOT - Regional Manager 

• ALLIADE SERVICES (SYCRI*) - Stéphane SAINT SARDOS - Branch Manager 

• AREVA NP - Christian SALLAULT - Manager 

• BAYERCROPSCIENCE - François THIBOUST - Governmental Affairs Manager 

• EPA Nord-Isère - Pascal HORNUNG - Managing Director 

• CAISSE DES DÉPÔTS ET CONSIGNATIONS - Jean-Louis BOULLU - Western Region Manager 

• CCI OF NORD-ISÈRE - Daniel PARAIRE - President 

• CCI OF VILLEFRANCHE - M. Noël COMTE - President 

• CGPME-PMI-RHÔNE* - François TURCAS - President 

• RHONE TRADE COUNCIL - Alain AUDOUARD - President 

• CILGERE ÉNERGIE - C.S.E. MOBILITÉ - Sylvie PLANA-BOURRET - Manager 

• COMITÉ DES BANQUES - François CAMPERGUE - President 

• C.N.R. - Michel MARGNES - President 

• EDF - Jean-Roger REGNIER - Rhône-Alpes Regional Manager 

• FNAIM - Didier TERRIER 

• F.P.C.* - Frédéric MARCHAL - President 

• FRANCE TELECOM - Denis ROUSSILLAT - Regional Manager 

• JEUNE CHAMBRE ÉCONOMIQUE DE LYON - Joëlle HILAIRE - President 

• LAFARGE - Pierre JUSTON - Director of External Relations 

• MÉTALLURGIE - Gilbert MARCHIOL - President 

• TOURIST OFFICE - Denis TROUXE - President 

• PLAINE DE L’AIN - Hugues de BEAUPUY - Managing Director 

• SEPEL / EUREXPO - Anne-Marie BAEZNER - President 

• S.E.R.L. - Eric BRASSART - Managing Director 

• S.G.E.B.T.P.* - Jean-Pierre ROCHE - President 

• SNPRM - Gwenaëlle DEGOUTTES -President 

• SYNTEC RHÔNE-ALPES - Gilles MAURER - President 

• UNION DES INDUSTRIES CHIMIQUES RHÔNE-ALPES - Gérard GUILPAIN - President 

• UNITEX - Jean-Claude MONTAGNON - President 

CORRESPONDING MEMBERS 

• RHÔNE SCHOOL DISTRICT - Roland DEBBASCH - Superintendant 

• GREATER LYON TOWN PLANNING AGENCY - Olivier FREROT - Manager 

• POLE EMPLOI EMPLOYMENT OFFICE - Jacques POTELET - Deputy Manager 

• CABINET PIN (Certified Public Accounting) - Jean-François PIN - CEO 

• RHÔNE AGRICULTURE CHAMBER - Joseph GIROUD - President 

• C.P.E. - Gérard PIGNAULT - Manager 

• REGIONAL CCI - Jean-Paul MAUDUY - President 

• COUNTY INFRASTRUCTURE AGENCY - Vincent AMIOT - Director 

• COUNTY POSTAL SERVICES - Daniel MICHOUD - Director 

• E.C.L. School of Engineering - Patrick BOURGIN - Administrator 

• EM Lyon - Patrick MOLLE - Director 

• F.N.T.R.* - Pierre SIBUT - President 

• INSA Applied Sciences Institute - Alain STORCK - Director 

• RHÔNE PREFECTURE - René BIDAL - Secretary General 

• TOTAL - Patrice FALLER - PACA – RA Regional Manager 

• SGAR - Marc CHALLEAT - Secretary General 

• SNCF national railway system - J-Christophe ARCHAMBAULT - Regional Manager 

• CLAUDE BERNARD / LYON I UNIVERSITY - Lionnel COLLET – President 

• LOUIS LUMIERE / LYON II UNIVERSITY - Olivier CHRISTIN - President 

• JEAN MOULIN / LYON III UNIVERSITY - Hugues FULCHIRON - President 

0

PUBLI 

REPORTAGE 


*ADERLY 2009 ACTIVITY REPORT

EDITORIAL 

BY JACQUES DE CHILLY 

NEWS 



|||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 

ENTREPRENEURS 

WHO ARE BETTING ON LYON 

|||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 

NEWS FLASH 

continued attractiveness 

despite a difficult economic 

backdrop 

In 2009, 56 company managers and their businesses 

put their trust in us for their setup project in the Lyon 

area. They have chosen to invest in our city and give 

their employees the opportunity to enjoy Lyon’s high 

quality of life. Many of the setup projects are in the 

main sectors in which Aderly targets its prospecting 

efforts. For instance, this year there were 16 

Clean-Technologies companies, 10 more than in 

2008, as well as 10 biotech firms, 17 Information 

and Communication Technology companies and 10 

industrial innovation businesses. 

These results, slightly lower than 2008 – a record year for Aderly in terms 

of setup projects – reflect the difficult economic context we are working 

in today. Although the Agency meets the targets set by its founders of 

bringing in at least 50 company setup projects per year, it has not reached 

the target of 2,000 jobs created within three years. Although the 

number of projects identified by Aderly is almost as high as in previous 

years (359 projects in 2009 compared to 379 in 2008), company managers 

appear to be more cautious about investing money, and this is being felt 

with a number of projects shelved or postponed, and others that have 

been scaled back. 

« The Rhône River Embankments » 

0

16 

7 

NEWS 

ENTREPRENEURS WHO ARE BETTING ON LYON 

10 

10 

56 

setup projects 

228 

jobs created immediately 

650 

to be created within 3 years 

In terms of location, 25 companies have chosen to set up within Lyon’s city 

limits, thus enabling their staff to enjoy the metropolitan area’s quality of 

life. Of these 25 firms, half have chosen the Part-Dieu business district, a 

2 1 

neighborhood that is attractive namely for its dense multi-modal trans- 

10 

port network and concentration of companies. The remaining projects 

AUTOMOBILE 

ECO-TECHNOLOGIES 

SCIENCES DU VIVANT 

AUTRES (INNOVATION 

INDUSTRIELLE) 

SERVICES 5 

TIC 

16 

are mostly located in the 7 towns of Greater Lyon or those of Rhône County. 

Two projects were set up at the Plaine de l’Ain and Nord-Isère industrial 

areas, peri-urban sites 

10 

that are 10 at the same time close to nature and to 

the city. 

7 

21 

≥Breakdown of projects by sector 

Nearly half of the setup projects involve the top-priority business sectors prospected 

by the Agency. The creation of two specialized teams in these fields of 

excellence in late 2008 has today proven effective. 

Emerging Sectors 

ICT 

Others 

(Including Industrial Innovation) 

7 

4 

10 

10 

3 

1 

3 

1 

2 

1 

1 

2 

1 

1 

4 

1 

2 1 

Automotive 

10 

16 

Emerging Sectors 

Life Sciences 

(Including 1 Talent) 

Clean-technologies 

AUTOMOBILE 

ECO-TECHNOLOGIES 

SCIENCES DU ASIa VIVANT 

AUTRES (INNOVATION 

INDUSTRIELLE) 

SERVICES 

TIC 

EUROPE (hors France) 2 

1 

ASIE 

1 

4 

AMÉRIQUE DU NORD ET DU SUD 

FRANCE 

ALLEMAGNE 

AUTRICHE 

BELGIQUE 

ESPAGNE 

ETATS-UNIS 

IRLANDE 

≥ Geographical origin of the projects 

Some 60% of the business setup projects come from foreign-capital companies, proof that 

France and more specifically the Lyon area are both highly visible and highly attractive to 

decision makers worldwide. 

North and 

South America 

NORVÈGE 

PAYS-BAS 

PORTUGAL 

ROYAUME-UNI 

SUÈDE 

SUISSE 

TURQUIE 

EUROPE 1 (hors France) 

ASIE 3 

AMÉRIQUE 1 DU NORD ET DU SUD 

FRANCE 

ALLEMAGNE 

AUTRICHE 

BELGIQUE 

ESPAGNE 

ETATS-UNIS 

IRLANDE 

7 

5 

23 

waste recycling/treatment, datacenters and more. This international investment in Western Europe, 

21 

europe 

(not including France) 

the united-kingdom 

Portugal 

The Netherlands 

Norway 

Ireland 

USA 

Spain 

switzerland 

3 

1 

1 

3 

1 

2 

1 

23 

International investments: results for 1 2009 and prospects for 2010 

OCO Global is an international consultancy specialized in regional 

4attractiveness and competitiveness, with specific 

expertise in international 5 

investment. It assists governments and their development agencies in building economic development 

strategies and attracting investment, and provides support in implementing these strategies throughout their 

organization, resources and marketing policies. OCO Global also identifies and prospects investors directly. 

7 

September 2008, with the 21 acceleration of the financial crisis that had begun a year earlier, marked the abrupt end of a 

five-year period of strong growth in international investment at world-wide level and this was felt even more intensely 

in Europe. In 2009, there was thus a sharp decline in the number of projects and jobs generated in Western Europe, 

nearly 20% and 40% respectively (source: fDi Markets), albeit with some initial signs of recovery starting in September. 

Yet, beyond these latest tendencies, we can also see some overwhelming trends that have been at work for the past ten 

years, particularly in terms of business profiles. Today, industrial projects are rare, although they were the top priority for 

most economic development agencies barely 10 years ago; conversely, tertiary activities, particularly immaterial ones 

sweden 

2 

1 

1 

4 

Belgium 

AUSTRIA 

2 

1 

1 

3 

4 

1 

TURkey 

23 

Germany 

such as sales/marketing, technical support, R&D/engineering, shared services, etc. – which were 

once much less internationalized – accounted for two-thirds of the projects set up in Western Europe 

in 2009. Finally, new activities are emerging, linked to changes in the regulatory framework and/or 

technological innovations. These include electricity production, namely from renewable sources, 

which is today highly diversified and increasingly demanding in nature, requires regions and their 

development agencies to adopt a more subtle approach, based on quality, differentiation and specialization. 

In this context, major metropolitan areas that provide attractive alternatives to national 

capitals, those that can offer a business environment of similar quality at a cost that is significantly 

lower, and that furthermore offer excellence in specific business sectors or profiles can truly capitalize 

on these trends. And this, of course, is the case of Lyon. 

www.ocoglobal.com 

FRANCE 

NORVÈGE 

PAYS-BAS 

PORTUGAL 

ROYAUME-UNI 

SUÈDE 

SUISSE 

TURQUIE 



Laurent SANSOUCY > Director of OCO Global

IN-DEPTH 

THE SECTORS OF EXCELLENCE THAT MAKE LYON A LEADER 

Lyon’s age-old chemicals and mechanical engineering sectors, which bring 

together major international corporations and local SMBs, continue to be a 

cornerstone of the city’s economy, which is also making a name for itself in 

new innovative business activities. This dense, diverse industrial fabric drives 

the Rhône-Alpes region’s dynamism, namely its competitive clusters, which 

are accredited by the French State and benefit from active investment from the 

region’s industrial players in order to meet collective challenges. 

≥Lyon – the world capital of infectiology 

jobs (100,000 in health) and 15,000 

students. 

The Lyon area has become a world 

center of excellence in vaccines and 

diagnostics, thanks to its comprehensive 

expertise in human and 

animal infectious diseases. Today, 

it stands out in three major areas 

of know-how: infectiology, oncology 

The major contributions of Lyon’s 

researchers and physicians to medical 

breakthroughs over the past 

centuries has made healthcare a 

sector of excellence in the region. 

This is illustrated by Lyon’s renowned 

institutions, at the leading 

edge of research (WHO, IARC), 

world leading companies such as 

Merial, Genzyme, sanofi-pasteur 

and bioMérieux, as well as 450 life 

sciences companies (600 in health), 

150 laboratories including 10 international 

research centers 65,000 

10 new companieS 

The biotech sector grew even stronger 

in 2009 with the setup of 10 

new companies assisted by Aderly 

(Alticare | Cyclopharma | Geneuro 

| LABORATOIRES Nutri Soins | 

Ladybel| Yunhi | CTI-Lyon | 

Pharmideas | Powder Systems 

Limited | Prediction Sciences), 

as well as other firms who decided to set 

up by themselves. One of these, Integra 

Lifesciences, an American company that 

develops and manufactures products for 

regenerative surgery, recently opened 

the new office of its EMEA division at the 

Lyon-Saint Priest Technology Park. 

IN BRIEF 

56 companies 

that entrusted 

us with their 

setup projects 

in 2009 

*(today/ 3 years) 

Life Sciences 

ALTICARE 

Origin of Capital: France 

Activity: Consultancy for start-up 

companies and fundraising for 

medical technology firms 

Location & type of facility: 

Lyon - Decision Center 

Jobs created* : 2 / 7 

CTI-Lyon 

Origin of Capital: UK 

Activity: Research adult stem 

cells 


Saint-Priest (Technology Park) 

- R&D Center 

Jobs created * : 10 / 40 

CYCLOPHARMA 


Activity: Production of imaging 

markers, Diagnostic 


Janneyrias (Isère) - R&D Center 


GENEURO 


Activity: Bio&Pharma 


Bioparc - R & D Center 


LADYBEL 


Activity: Dermocosmetology 

for animals 


0

NEWS 


and neurosciences. In addition, 

fields such as dermocosmetology 

and medical technologies are very 

well represented in the metropolitan 

area and are targeted by prospecting 

campaigns. 

The accreditation of Lyonbiopôle, 

the competitive cluster focusing on 

the global fight against infectious diseases, 

showcases Lyon’s excellence 

in the sector. Bringing together 2,500 

researchers, it pools local knowledge 

and research based on the principle 

of collective governance. Since 2005, 

nearly 60 projects have been assisted, 

for a total investment of e460 millions. 

Among the companies assisted by the Agency in 2009 is CTI-Lyon, a cell 

therapy research institute, a setup project that goes hand-in-hand with 

Cryo-Save’s opening of a stem cell bank, a sample processing laboratory 

and a cryogenic storage facility the previous year at the Lyon-Saint Priest 

Technology Park. CTI-Lyon is thus the final component of the € 6 million 

overall investment. 

We had the opportunity to set up in the United Kingdom, in Korea, in the 

United States and in France. However, the combination of a strong, international 

transport network, friendly people, and precious help from various 

local authorities were key factors and the main reasons why we chose Lyon. 

Moreover, it was very important for local hospitals and universities to be 

open to working with us. For our work, this was vital. 

At this time, there are 8 people working full time in the research laboratory 

and 15 others in the company, but our laboratories have just been finished. 

Our building is designed for about 100 employees. So we are hoping to grow 

even more in the coming months. 

One of the most exciting projects in Lyon is the development of our new clinical 

trial to help children who were deprived of oxygen at birth. Using blood from 

umbilical cords that comes from our bank, Cryo-Save France, we can help 

these children with their own stem cells and for the first time in Europe, try 

to give them a better life. This will be the first treatment of its kind not only in 

France, but all throughout Europe. 

In June 2009, Lyonbiopôle opened 

its Infectiology Center, which hosts 

public and private R&D teams. This 

platform – the only one of its kind 

in Europe – brings together key expertise 

in infectiology, with researchers 

from all horizons at work in 

nearly 2,000 sq. m. of Biosafety 

Level 2 and 3 laboratories, equipped 

to house 84 people for an average 

period of three years per project. 

Colin McGuckin > 

director of the research center 

Life Sciences 

Neuville-Sur-Saône - Decision 

Center 


laboratoire nutri soins 


Activity: Development of health 

food products 




Lyon Part-Dieu - R&D Center 


PHARMIDEAS 


Activity: Pharmacovigilance 

pharmacoeconomics 


Lyon Part-Dieu - Sales Office 


POWDER SYSTEMS LIMITED 


Activity: Manufacture of machines 

for the pharmaceutical industry 


Lyon - Sales Office 


PREDICTION SCIENCES 

Origin of Capital: USA 

Activity: Pharmacology Genomics 

and Predictive Diagnostics 


Bioparc - Decision Center 

and R & D Center 


YUNHI (LOVSA France) 

Origin of Capital: China 

Activity: Production of cosmetics 




|||||||||||||||||||||||||||||||||||||||||||||||| 

*(today/ 3 years)

≥A new industrial revolution underway with 

Clean-technologies 

While in the past Lyon based its 

economic prosperity on a dense 

industrial fabric, primarily in the 

chemicals sector, symbolized by 

Rhône County’s renowned “chemical 

corridor,” the city has been 

successful in adapting its business 

activities to changing times. 

The Chemicals-Environment competitive 

cluster, named Axelera, was 

thus created, led by a pool of local 

players recognized sector-wide for 

their international expertise. The 

cluster, mainly composed of major 

corporations such as Arkema, 

Rhodia and Suez, also has 40% 

of its members coming from the 

SMB, research and academic spheres. 

All of these players are united 

for a shared cause: developing a 

clean chemicals sector that fully 

addresses today’s environmental 

concerns. 

The Clean-Technologies business is 

now buoyant and has brought new 

challenges to light. The initiatives 

undertaken today must become 

recognized as the technological 

standards of tomorrow and thereby 

give green businesses a true competitive 

advantage. Over the past 15 

years, the Lyon metropolitan area 

has demonstrated its willingness 

to play a key role in environmental 

issues. Examples include the cluster’s 

work as part of the Greater 

Lyon Business Spirit governance 

plan on the topic of clean-technologies, 

the necessary adaptation 

of local companies and the region 

itself to the new challenges raised 

by sustainable development. […] 

We chose Lyon for its economic vitality, which makes 

it one of Europe’s top-flight areas. Aderly’s support 

was precious in helping us set up in the region,” 

reports Julien Boucher, Manager of Quantis France. 

“In addition to its pleasant setting, Lyon brings 

together a number of assets for Quantis. It is close to 

Switzerland and has a well-developed public transport 

system, making it easy for us to get around on 

our many business trips. As a result, we are closer 

to our clients and prospects, and thus more available 

for them. The Lyon area is also home to major groups 

and booming SMBs, all of whom are potential clients. 

Finally, in Lyon there is a true political will to give the 

region impetus in meeting environmental challenges, 

a will that is illustrated by the chemicals-environment 

competitive cluster and a Green Businesses network. 

www.quantis-intl.com 

Beno t VerZAt > 

Consultant at Quantis International 

Consulting firm specialized in Life Cycle 

Analysis of products and businesses, 

environmental impact evaluations and 

strategic business consulting. 

Clean-TechnologIES 

DREXEL & WEISS 

Origin of Capital: Austria 

Activity: Sales of ventilation 

systems 


Saint-Priest (Technology Park) 

- Sales Office 


EOLERES 


Activity: Design, development, 

funding, construction and 

operation of wind turbine and 

photovoltaic systems 


Villeurbanne - Sales Office 


MARTIFER SOLAR 

Origin of Capital: Portugal 

Activity: Manufacture of solar 

panels 


Dardilly - Sales Office 


NOVOSTRAT 

Origin of Capital: Ireland 

Activity: Chemicals-plastics 


Pusignan - Production Center 


ODISUN 


Activity: R&D and installation of 

solar panels 


Pusignan - Sales Office 


PHOENIX SOLAR AG 

Origin of Capital: Germany 

Activity: Installation of solar 

panels 


Saint-Priest (Technology Park)- 

Sales Office 


QUANTIS 

Origin of Capital: Switzerland 

Activity: Engineering and 

consulting firm specialized in 

environmental reviews and 

lifecycle analysis 




11

NEWS 


« Solar panels, Cité Internationale of Lyon » 

[…] This initiative is still underway 

today with the Association for the 

Promotion of Lyon’s Green Businesses 

(APPEL), which aims to promote 

the potential of its member companies 

specializing in the environmental 

field. This strong foundation 

has nurtured the emergence of the 

Axelera, Lyon Urban Truck & Bus 

and Tenerrdis clusters. Today, on 

the strength of their diversity and 

critical mass, the key players in the 

Rhône-Alpes region have decided to 

take this initiative even further and 

submit a joint application to create 

a competitive cluster dedicated to 

energy performance, named Eco- 

Tech Rhône-Alpes. On the long run, 

this cluster will have a potential 

membership of 2,500 organizations, 

with nearly 30 competitive clusters 

or company associations involved in 

Clean-technologies. 

Beyond this clear commitment to 

lead the way in environmental issues, 

the Lyon metropolitan area 

also features genuine assets in the 

field, illustrated by its great wealth 

of public R&D expertise, as well as 

the large number of public laboratories 

(the Rhône-Alpes Research 

Group (GRRA), the Analytical Sciences 

Institute (ISA) the Transport 

Economics Laboratory (LET) and 

others). 

The metropolitan area’s Clean- 

Technologies industry has also 

shown strong job growth, up 45% 

over the past 10 years. Another illustration 

is the number of companies 

that decided to invest in Lyon in 2009. 

16 

new companies 

benefitted from 

Aderly’s support 

(10 of them in the solar/photovoltaics 

industry) and brought their expertise 

to the region, further strengthening 

its Clean-Technologies sector. 

DREXEL & WEISS | EOLERES | ITL NV | 

MARTIFER SOLAR | NOVOSTRAT | 

ODISLOR ENERGY | PHOENIX SOLAR 

AG | ECOINTESYS | RHODIA RECHER- 

CHES ET TECHNOLOGIES | ROTO 

FRANK SAS | SCHLETTER GMBH | 

SILIKEN FRANCE | STATKRAFT | 

SUNCONNEX B.V. | SWEGON FRANCE 

Two projects are particularly 

emblematic. In the first, China’s 

second-leading company in the sector, 

Yingli Solar, chose to set up in Lyon. 

The second company, Novostrat, 

which manufactures expansion 

packaging, chose to relocate an Irish 

company to Lyon and set up a 

11,000 sq. m. production facility 

that will employ some 50 persons 

within five years. 

Lyon – 

inventing the transport systems of tomorrow 

Lyon’s automotive cluster is built around two major heavy vehicle manufacturers, 

Renault Trucks and Irisbus, as well as a number of renowned OEMs. The area also 

features a highly diverse network of subcontractors (engineering, plastics, textiles, 

electronics and electrical systems), raw material suppliers, tool manufacturers and 

service providers. 

Research centers such as the National Transport Safety Research Institute (INRETS) 

also strengthen the region’s technological edge in the field. Today, one major focus 

is clean transport systems, and the Lyon Urban Truck & Bus competitive cluster 

has been created in order to further extend the region’s international leadership in 

industrial vehicles and integrated transport safety solutions. 

Clean-TechnologIES 


RHODIA RECHERCHES 

ET TECHNOLOGIES 


Activity: Research on material 

applications 


Saint-Fons - Expanding the R & D 

Center 


12 


ROTO FRANK SAS 


Activity: Roof windows + 

integration of solar panels 

(thermal + pv) in roofs 


Saint-Priest Multipark - 

Training Center 


SCHLETTER GMBH 


Activity: Systems for installing 

solar panels in flat & inclined 

roofs and in open air 


Meyzieu - Sales Office 


SILIKEN FRANCE 

Origin of Capital: Spain 

Activity: Integration of photovoltaic 

solutions and manufacture of 

photovoltaic modules 


Mions - Sales Office 


SOLARIA ENERGIA Y MEDIO 

AMBIENTE S.A. 

Origin of Capital: Spain 

Activity: Manufacture and 

distribution of photovoltaic and 

thermal modules 




*(today/ 3 years)

≥A digital industry that isn’t virtual! 

The Lyon area’s digital industry is 

based both on immaterial IT activities 

(software production, multimedia 

and IT systems consulting) 

and hardware. It thus includes the 

IT industry and its related services, 

the telecoms industry, online services, 

video games and content. 

Lyon’s industry is composed of many 

top-name groups and companies 

active in all segments of the sector, 

as well as a host of SMBs and 

startups. Its wide range of training 

programs (EM Lyon, the Emile Cohl 

School of Graphic Arts and ENSSIB) 

is backed by a network of internationally 

renowned public research 

institutes (ENS Sciences, INSA and 

the National Institute of Nuclear 

and Particle Physics (INPNPP). Finally, 

the industry has its own dedicated 

facility, the Lyon Vaise Digital 

Cluster, which is currently home to 

60 market-leading companies, providing 

3,000 jobs. 

Lyon - a leader in digital 

entertainment 

A European leader in the digital 

entertainment sector, Lyon is 

abounding with projects dedicated 

to imaging technology. It is not 

by chance that the metropolitan 

area is home to major international 

groups such as Namco Bandai 

(formerly Atari) and Electronic 

Arts and that it has an imaging 

industry boasting 650 companies 

« The Digital Cluster Lyon-Vaise » 

STATKRAFT 

Origin of Capital: Norway 

Activity: Producer of 

hydroelectricity and gas 




SUNCONNEX B.V. 

Origin of Capital: 


Activity: Distributor of solar 

systems 


Saint-Priest (Europarc) - 

Sales Office 


SWEGON FRANCE 

Origin of Capital: Sweden 

Activity: Wholesale air 

conditioning, ventilation and 

air handling systems 


Saint-Priest (Technology Park)- 

Sales Office 


YINGLI SOLAR 


Activity: Manufacture of the full 

range of solar panel 




|||||||||||||||||||||||||||||||||||||||| 

DIGITAL INDUSTRY/ INFORMATION 

AND COMMUNICATION TECHNOLOGIES 

COMTINUX 


Activity: Consultancy in IT 

systems & software 


Villeurbanne - Decision Center 


ESDI (Sales Office) 


Activity: Software development 

Location & type of facility: Lyon 

Part-Dieu - Sales Office 


ESDI (Service Center) 


Activity: IT hotline service 

provider 


Lyon Part-Dieu - Service Center 


13

NEWS 


and 23 research laboratories. 

With such top names in Lyon, a 

host of development studios and a 

full subcontracting industry have 

emerged, enabling the city to build 

its reputation as the European 

capital of digital entertainment. 

Lyon provides all of the expertise 

– from development, publishing and 

special effects animation to educational 

games, e-learning and virtual 

reality – that the fast-paced digital 

entertainment industry demands. 

Highly attractive both within France 

and around the world, Lyon recently 

started Pixel, an audiovisual cluster, 

and is home to industry-leading 

events such as Game Connection, 

which brings together video game 

developers and publishers, Cartoon 

Movie, the European forum for the 

coproduction of animated feature 

films and the Serious Game Sessions. 

Today, the industry is built 

around the Imaginove competitive 

cluster, which helps to create new 

synergies between video games, 

cinema, audiovisual, animation and 

multimedia specialists. 

Olivier JOLLIOT > 

Manager of G4’s Lyon office 

9 

new companies 

Thanks to their thorough, efficient 

preparation, Aderly provided very 

concrete solutions for my needs. This 

started with meeting me when I stepped 

off the train, then going straight 

to visit the various sites short-listed 

by the Agency. As a result, I found 

our new facility in less than a day and 

I could get back to focusing on my 

work the very next morning. I’m also 

planning to use their services when I 

recruit new employees in the area. 

With Aderly, 9 new companies 

have become an active part of 

Lyon’s digital business landscape. 

COMTINUX | ESDI EUROPEAN 

LINE | FEINMETALL | G4 | ICARE | 

IMMERSIVE SOLUTIONS | 

MICROVELLUM | PLANCAL AG | 

and Roland DG Mid Europe… 

have all chosen to set up operations 

in Lyon, to have potential powerhouses 

such as Icare RSI, a computing 

services company that provides 

project managers, experts and 

engineers for the pharmaceutical, 

chemical and petrochemical 

industries. Another new company, 

G4, specializes in streamlining and 

managing information systems. 

DIGITAL INDUSTRY/ INFORMATION AND COMMUNICATION TECHNOLOGIES 

FEINMETALL 


Activity: Nanotechnology 

/electronics 


Caluire - Decision Center 


G4 


Activity: Optimization and 



management of IT systems 




ICARE 


Activity: IT ServicesLocation & 

type of facility: 



IMMERSIVE SOLUTIONS 


Activity: Diverse specialized 

scientific and technical activities - 

3D modeling 


Lyon Vaise - Production Center 


MICROVELLUM 

Origin of Capital: Canada 

Activity: IT – software applications 




PLANCAL AG 

Origin of Capital: Switzerland 

Activity: Software publisher 

for the construction industry 


Lyon Vaise - Sales Office 


ROLAND DG MID EUROPE 

Origin of Capital: Japan 

Activity: Distribution of 

computer peripherals for visual 

communication and CAD 


Sainte-Foy-Lès-Lyon - Showroom 


|||||||||||||||||||||||||||||||||||||||||||||||| 

*(today/ 3 years)

JAPANESE VIDEO GAMES GIANT NAMCO BANDAI 

COMES TO LYON 

Japanese video game publisher Namco Bandai recently set up 

its new subsidiary, in charge of distributing its products throughout 

Europe and the Pacific, in a 1,800 sq. m. office at the 

Docksite Building in Lyon-Vaise. Today, the office is home to 

100 employees, many of whom came from Atari-Infogrames, a 

Lyon-based publisher whose distribution department was acquired 

by Namco Bandai last July. Namco Bandai Partners has 

280 employees (70 in France) and 16 distribution subsidiaries 

in Europe and Asia, enabling direct and indirect distribution in 

over 60 countries. 

As part of our development plans, we decided to boost our presence 

abroad and have greater control over our distribution 

network. This strategic decision led us quite naturally to Atari 

in Lyon, one of Namco Bandai’s key partners. In July 2009, the 

distribution business of Atari in Europe and Asia (outside Japan) 

joined our group. Namco Bandai Partners is now spearheading 

the company and will be in charge of optimizing distribution of 

the group’s products, promoting our own games and those of 

other publishers in their corresponding markets. Located in the 

heart of Europe, Lyon has the qualified workforce and video 

game experience we need to achieve our growth targets. It is 

our job to meet this challenge and make the Namco Bandai office 

yet another example of a foreign company setting up a successful 

business in our region. 

www.namcobandaigames.com 

Olivier COLCOMBET > Deputy Managing Director of Namco Bandai Partners 

« PIXEL cluster » 

AUTOMOTIVE 

SERVICES 

THE YOKOHAMA RUBBER 

CO. LTD. 


Activity: OEM 


Genas - Branch Office 


ITL NV 

Origin of Capital: Belgium 

Activity: Transport organization 

and supply chain consultancy 


Genas - Sales Office 


Preserving employment 

Aderly also assisted in holding 

onto an American company, 

Metaldyne International 

France, a manufacturer of 

chassis parts, transmissions 

and engine components for the 

automobile and trucks sectors. 

Following a prospecting mission 

in the United States, which included 

a presentation of the region’s 

automotive industry and the Lyon 

Urban Truck & Bus competitive 

cluster, Metaldyne chose to 

transfer part of its England-based 

staff to Lyon, accounting for nearly 

15 jobs. 

|||||||||||||||||||||||||||||||||||||||||||||||| 

APTUS 


Activity: Consultancy in high-tech 




CARTOON DESIGN 


Activity: Design agency 




COFAGEST CONSEILS FOREZ 


Activity: Certified Public 

Accountants 


Saint-Priest (First Park) - 

Sales Office 


15

NEWS 


≥Lyon’s traditional sectors still remain highly attractive 

≥Company services 

In recent years, the company services 

sector has been booming in 

Lyon, in terms of the number of 

companies and jobs. 

These services are often tightly linked 

to industrial activity in the city 

and region. Indeed, the Lyon area’s 

industries of excellence (chemicals, 

life sciences, the environment, digital 

entertainment and others) are 

naturally some of the biggest clients 

of local consulting (management, 

finance and training), engineering 

and R&D firms. Outside of Paris, 

Lyon is the only metropolitan area 

in France that offers the full range 

of this expertise. Lyon’s graduate 

schools and universities are excellent 

providers of skilled staff for 

high-level businesses and services. 

Once again this year, a number of 

service organizations have chosen 

to invest in Lyon and develop their 

activities in the region. In 2009, 

Aderly assisted : 

Aptus | CARTOON DESIGN | 

Cofagest Conseils Forez | 

the Consulate General of China| 

Lemoine International Inc. | 

Offre et Demande Agricole | 

and Sales Plus to get their 

businesses rolling in our city. 

SERVICES 

Emerging sectors 

OTHERS 

CONSULATE-GENERAL 

OF CHINA 


Activity: Consulate of the People’s 

Republic of China in Lyon 


Lyon - Decision Center 


LEMOINE INTERNATIONAL INC 


Activity: Localization Industry 


Lyon Vaise - Sales Office 


OFFRE ET DEMANDE AGRICOLE 


Activity: Consultancy for farmers 

and agribusiness companies on 

raw material price management 


Neyron (Ain County) - Sales Office 


SALES PLUS 


Activity: Training and recruitment 




|||||||||||||||||||||||||||||||||||||||||||||||| 

CALICEO 


Activity: Aquatic fitness center 


Sainte-Foy-Lès-Lyon - 

Balneotherapy center 


|||||||||||||||||||||||||||||||||||||||||||||||| 

INDONESIA TRADE & 

PROMOTION CENTER 

Origin of Capital: Indonesia 

Activity: Import/export of 

products between Lyon/Rhône- 

Alpes and Indonesia 


Lyon Part-Dieu - Branch Office 


CAVISSIMA 


Activity: Wine storage (grands 



≥Industry 

The Rhône-Alpes region, which today 

accounts for 12.5% of France’s 

national industrial output, would not 

be what it is today if it had not benefitted 

from the presence and development 

of a diverse range of industries. 

Its inventiveness and sense of 

innovation, its national and international 

influence, the excellence of its 

scientific and technological training 

programs and the networking of its 

businesses at the regional level have 

all been shaped to a large extent by 

the Rhône-Alpes’ industrial tradition. 

The Lyon area is indeed renowned 

for its vast range of activities and 

network of businesses, which features 

an abundance of SMBs, major 

French and international groups, 

and fast-growing startups. 

≥The food industry – 

a highly-competitive 

sector 

Rhône-Alpes is France’s #1 region 

in terms of employment, with 45,000 

jobs, i.e. around 10% of the country’s 

jobs in the industry. It is also France’s 

leading region for organic agribusiness, 

with 600 organic farmers and 

food producers, as well as 300 organic 

shops in Rhône-Alpes, including 

75 in the Lyon metropolitan area. 

The industry’s fame comes not only 

from the dynamism of its companies, 

but also from the local network of 

research and training organizations 

that have built strong relationships 

with area businesses. It is also strategically 

located, providing easy access 

to a number of markets, and a high- 

crus, vintage wines, etc.) 


Saint-Didier-au-Mont-D’or - 

Sales Office 


CHIMIE TEXTILE SERVICES 


Activity: Distribution of chemical 

products and dyes for the textile 

industry 


Dardilly - Sales Office 


CLARK France 


Activity: Forklift manufacture 


Saint-Laurent de Mure - 

Sales Office 


FUJI ELECTRIC SYSTEMS 


Activity: Electrical industrial 

instrumentation 


Villefontaine - Sales Office 


GNT Group 

Origin of Capital: 


Activity: Coloring foodstuffs, 

natural food colors and bioactive 

plant substances 


Champagne-au-Mont-D’or - 

Sales Office 


GUITEL 


Activity: Wheel manufacture 


Genas - Sales Office 


MONSTER ENERGY 


Activity: Agribusiness 


Vénissieux - Sales Office 


OZGUR CECEN ENGINEERING 

Origin of Capital: Turkey 

Activity: Sales of industrial 

equipment 




TUBES TECHNOLOGIES 


Activity: Distribution of steel tubes 

and accessories 

Location & type of facility: Mions 


|||||||||||||||||||||||||||||||||||||||||||||||| 

17

NEWS 


quality supply chain infrastructure (the 

Lyon-Corbas Agribusiness Center). In 

addition, the region hosts top-name 

special events such as SIRHA (the 

international gastronomy exhibition) 

and is internationally acclaimed for its 

fine dining and cuisine. 

In 2009, several new companies chose to grow their businesses 

in Lyon, including Cavissima | Guitel | Ozgur Cecen Engineering | Fuji 

Electric Systems | GNT (the number one manufacturer of natural food 

ingredients and coloring agents for the food and cosmetics industries worldwide, 

which set up its European subsidiary in Lyon) and the Clark Group (inventor of 

the forklift in the USA). 

Albert ARGUDO > Head of Clark’s new office in Lyon 

Though Paris is the French capital and, in most cases, home to company headquarters, we 

chose the Lyon area. We were sensitive to the advantages that Lyon offers: its central location, 

its dense transport infrastructure (airports, freeways and TGV high-speed rail lines) 

and its inland port that can receive containers of forklifts for our stock. We also wanted to 

focus on our employees’ quality of life, far from the traffic jams that the Paris area is infamous 

for. As our job is providing technical and sales support for our distributors, responsiveness is 

our priority. Aderly, which we discovered through the ONLYLYON international advertising campaign, 

convinced us to come to Lyon. The Agency’s energy and support were truly decisive. 

PUBLICATIONS 

In 2009, Aderly continued promoting the advantages of the Lyon area by expanding its range of brochures 

for specific sectors. You can download the following publications at www.aderly.com 

≥Medical Devices 

≥Biotechnologies 

≥Dermocosmetology 

≥Automotive 

≥Clean-technologies 

≥Lighting 

≥Moving Image Industries 

≥Talents 

≥Food Industry 

≥Acoustics 

and more… 



FOCUS ON 

ICONIC BRANDS, STRATEGIC & GLOBAL COMPANIES 

In early 2009, Lyon implemented a specific strategy to attract “Iconic Brands” 

internationally renowned companies and organizations that, with their name 

and activities, will bring the metropolitan area new economic development and 

clout. Aderly is betting on the presence of many high-profile companies and 

organizations in the region in all sectors, and on their potential to draw customers 

and highly-skilled workers from around the world in order to attract even 

more top names… who will in turn make Lyon even more attractive. 

In order to support this innovative 

approach and be even closer 

to Europe’s marketplaces and key 

prospects, the Agency has created 

a special team dedicated to these 

world-renowned companies and has 

recently opened two offices, one in 

Brussels, the other in London, 

with plans for a stronger presence 

in PARIS. This first year of prospecting 

has already enabled Aderly to 

assist a few top-name organizations 

to establish in the Lyon area. 

Thanks to its innovative methodology 

and approach, Aderly has developed 

an operational system for rapidly 

identifying the synergies which the 

Lyon area can offer major corporations, 

while meeting the specific 

needs of these TNCs (Trans-National 

Companies). Work has also been 

done to target rising companies whose 

development points to a promising 

future in their field on the international 

scene within a just few years. Several 

such projects are in the discussion 

phase with strategic companies 

and 2010 should see the work of this 

specialized team pay off with the arrival 

of new names which will soon 

contribute to Lyon’s renown. 

LONDON 

PARIS 

BRUSSELS 

and consular residences, help in administrative 

procedures, contacts 

with local stakeholders, support of 

employees, smooth integration into 

the Lyon area and more. This institution 

facilitates exchanges between 

Lyon and China. In addition to serving 

Lyon’s large Chinese community and 

other local people wishing to travel to 

China, the consulate will also serve 

Chinese businesses wishing to work in 

Lyon. For the opening of the Consulate 

in December and the visit of China’s 

Ambassador to France, Mr. Kong 

Quan, Aderly and Lyon CCI hosted a 

delegation of 30 Chinese business 

leaders. They were joined by managers 

of other Chinese companies operating 

in Lyon, including Bluestar Silicone, 

NFM France, LOVSA France and 

YingLi Green Energy (Clean-Technologies) 

whose recent setup in the area 

was the fruit of an intensive prospecting 

campaign by Aderly. The Agency is particularly 

attentive to Chinese companies 

with fast international growth, namely 

in the solar and chemicals sectors, two 

of the city’s top-priority industries, and 

works together with ERAI and IFA in 

prospecting these firms. 

Aderly also actively contributed 

setting up the French office of the 

International Trade & Promotion 

Center of the Indonesian Republic’s 

Ministry of Commerce. 

The end of 2009 saw the opening 

of the General Consulate of China, 

thanks to over two years of assistance 

from Aderly in finding offices 

19




FOCUS ON ONLYLYON 

Lyon’s 

International Brand 


FOCUS ON ONLYLYON – Lyon’s International Brand 

« Poster of the ONLYLYON campaign, 

London Heathrow Airport » 

THE 12 

ONLYLYON PARTNERS 

Aéroports de Lyon, the Lyon Chamber of 

Commerce and Industry, the Rhone 

Chamber of Skilled Trades, the Rhone 

CGPME (small business confederation), 

the Lyon Convention Center, the Greater 

Lyon Urban Community, Rhone County, 

Eurexpo Convention and Exhibition Center 

of Lyon, the Medef Lyon-Rhône (employers 

confederation), the Tourist Office of Greater 

Lyon and the University of Lyon. 

Cities around the world are now in competition with 

each other to attract investment. The deciding factors 

are the quality of their facilities and infrastructure, 

demographic factors, and the concentration of strategic 

functions, as well as their ability to win the attention of 

decision makers. In 2007, well aware of the stakes, the 

Lyon metropolitan area’s key business and government 

players decided to pool their strengths to increase their 

striking power and boost awareness of the city on the 

international scene via a program that is the only one of 

its kind in France: ONLYLYON. 

ONLYLYON’s mission is to promote 

the advantages and values of 

the Lyon metropolitan area and to 

help it reach its ambition: to make 

its economic development model a 

benchmark among Europe’s leading 

cities and confirm its international 

status. 

The initiative focuses on the following 

types of actions: 

> communication plan with, in 

2009, the launching of a new advertising 

campaign composed of a 

main visual and several variations, 

echoing the advantages that Lyon 

offers. 

> specific press relations campaign 

to make Lyon more visible in the 

national and international media by 

offering a diverse range of topics on 

the various factors that make Lyon so 

attractive. 

> high-profile events and special 

partnerships. 

> digital strategy that aims to make 

the brand more present and thus 

boost awareness in social networks, 

search engines, etc. 

> developing and running a network 

of Ambassadors: because the people 

who promote Lyon the best are those 

who already contribute to the city’s 

greatness in their everyday activities. 

The current economic climate has resulted in even stiffer competition 

between cities. Indeed, though Aderly’s results testify 

to the difficult economic context, they nonetheless prove Lyon 

attractiveness. At the economic level, Lyon has been identified 

for its centers of excellence, which are important factors for 

the dynamism and influence of the region. These assets fit in 

perfectly with Aderly’s prospecting strategy. More generally, 

this recognition is also the fruit of the ONLYLYON promotional 

drive, which, in its third year of existence ran an advertising 

campaign across Europe, thus continuing to enhance Lyon’s visibility. 

This initiative will be further strengthened in 2010, with 

the aim of stimulating economic development and making 

the region even more attractive. The goal is more projects 

and more results, which requires ambitious, concerted 

prospecting. 

Jean-Michel DACLIN > Vice-President of Greater Lyon in charge of economic 


affairs, attractiveness and international development 

22 


HIGHLIGHTS: 

A LOOK BACK 

AT MAJOR ACHIEVEMENTS IN 2009 

01 

COMMUNICATION 

Lyon is no longer shy about displaying 

its identity on billboards. 

To support the active contributions 

of ONLYLYON Ambassadors and 

the promotional activities carried 

out by ONLYLYON, the city launched 

an international advertising 

campaign in 2009. It chose a new 

style to promote its personality: 

the voice of emotion and feelings, 

which reveals the charm of the 

city, its character and its romantic 

atmosphere. The campaign was 

run on posters at airports and 

train stations, Web banners and 

in-flight magazine ads. 

*(results from a study of the campaign’s impact; based on 826 interviews) 

Key figures of the campaign: 

> 26.6 million people were able 

to see the poster campaign in 

airports, European train stations 

and advertising pages in inflight 

magazines 

> 80% of those interviewed said 

they liked the campaign and the 

image* 

> 62% said that Lyon projects 

an image of a good city for investment* 

> 77% said it gives an image of 

a good place to live* 

23



02 

Events 

In spotlight Lyon’s presence in Paris, 

five evenings were held during the 

year at the French Press Club, in 

partnership with EM Lyon: 

> Nicole NOTAT, President of VIGEO, 

on the topic «The cost of environmental 

and social negligence» 

(November 18, 2008) 

> Maria NOWAK, President of Adie 

and the European Network for Microfinance, 

on microcredit (February 3, 

2009) 

> Maurice LEVY, President of the 

PUBLICIS executive board, on advertising 

and the economic crisis (June 

2, 2009) 

> Gérard Mestrallet, CEO of GDF 

SUEZ on «The new landscape of European 

Energy» (October 16, 2009) 

> Jean-Michel AULAS, President 

of Cegid and Olympique Lyonnais 

soccer club on the topic “The nature 

and future of the Olympique Lyonnais 

Business Model” (January 11, 2010) 

ONLYLYON was also a partner of the 

four-day Festival of Lights 2009, sponsoring 

the giant Ferris wheel at Place 

Bellecour which was covered with a 

screen for projections of the masterpieces 

of Lyon’s Fine Arts Museum. 

« Evening “The nature and future of the Olympique Lyonnais Business Model” » « Festival of Lights 2009 » 

03 

MOVING BEYOND MERELY BEING on the WEB 

In 2009, the ONLYLYON program 

strengthened its web marketing expertise 

and now promotes the city 

on social networks via a true social 

marketing strategy. Today, being 

on the Internet involves much more 

than simply having your own Internet 

website. Visibility is a growing chal- 

lenge because “everyone is on the 

Internet” and it is thus increasingly 

vital to find innovative solutions to 

truly exist online. The web marketing 

strategy of Aderly and ONLYLYON, 

whose joint aim is to position Lyon in 

a positive, comprehensive manner on 

the Web, also involves prioritizing visibility 

on other sites and other sites 

and networks. As the most important 

media for Europe’s opinion leaders, 

Lyon’s digital strategy must be comprehensive 

in order to make the city 

truly exist on the Net, thus giving the 

region high visibility, in particular on 

search engines. It must also reach 

out to European decision-makers 

and answer their questions about the 

city, in order to drive even more traffic 

onto the ONLYLYON and Aderly 

websites and boost the number of 

value-added contacts. 

One key aspect of the web strategy 

is creating communities of 

ONLYLYON “fans” and making the 

ONLYLYON brand visible on social 

networks such as LinkedIn, Facebook 

or Twitter. Aderly is active in 

these networks for business intelligence 

purposes, as well as to ensure 

that Lyon’s image on Internet is as 

well-controlled and harmonious as 

possible. The other advantage of 

these networks is that they enable 

our Ambassadors to increase the 

impact of the ONLYLYON brand by 

sharing it with their contacts. 

ONLYLYON’s impact on the web also 

relies on continuously enhancing the 

www.onlylyon.org and www.aderly.com 

Internet sites. Thus, in 2009, 10 new 

features were created for the ONLY- 

LYON website. This partly explains 



the 215% rise in overall traffic and 

the 920% increase in international 

visitors. Aderly’s site has also continued 

to evolve, with a full re-design 

that features new pages and the 

colors of the ONLYLYON campaign. 

215 % 

rise in overall traffic 

920 % 

increase in international 

visitors 

New in 2009: 

- ONLYLYON’s WebTV brings together 

the most beautiful pictures of Lyon and 

the surrounding area! Now, when you go 

to the www.onlylyon.tv website, 

you can rediscover the region or show 

it off to your contacts. On the agenda: 

testimonials from entrepreneurs who 

have chosen the Lyon area, as well as reports on the city’s events, heritage, 

leisure activities and daily life. 

- Aderly’s website and newsletter have taken on the colors of ONLYLYON 

and are now decked out in black, white and red. Inside, you will find the content 

that has made Aderly’s newsletter a success since it was first started, with all 

the latest on the life of Lyon’s companies, new companies coming to the city and 

major economic/business events. Every month, you will also find a selection of 

useful links and downloadable documents to help you get to know Lyon better, 

whether you are thinking about coming to the region or already live here! 

04 

Press relations 

In 2009, ONLYLYON’s press relations 

campaign resulted in over 200 

reports, including one-third in the 

international media, an increase 

that highlights the momentum to be 

continued and strengthened in 2010. 

This year also saw a clear improvement 

in the quality of the media coverage, 

with longer special reports 

whose tone reflects the ONLYLYON 

spirit, and greater visibility in more 

influential media (dailies and TV). 

ONLYLYON’s press relations cam- 

paign aims to be multidisciplinary 

and partnership-based. Indeed, many 

of the operations are run in unison 

with the program’s partners. 

While culture and tourism remain 

important topics, the city’s media 

exposure also relies on exploring 

business-related topics such as 

commercial real estate, the attractiveness 

of the region, innovation and 

our sectors of excellence. In addition, 

after three years of existence, 

ONLYLYON and territorial marketing 

issues continue to generate a 

large amount of press coverage, 

accounting for nearly one-third of 

the articles. 

A few key figures: 

> 10 press trips, 70 journalists 

hosted, 8 press kits, 12 press 

releases and 8 special events 

on topics as diverse as the arts, 

lighting, major projects, gastronomy 

and more. 

25



05 

PEOPLE 

OVER 3,500 AMBASSADORS WORKING TOGETHER FOR THE REGION 

Launched in 2007, the ONLYLYON 

Ambassadors network was developed 

to strengthen Lyon’s promotional 

drive by bringing in company 

managers and executives, 

researchers, personalities from 

the arts and others who, through 

their work, are already making 

Lyon an influential city and are in 

a strong position to identify potential 

opportunities for investment in 

the metropolitan area. To date, the 

network counts nearly 3,500 members, 

all citizens of Lyon at heart, 

who have promised to promote 

Lyon and its economic strengths 

and identify opportunities for investment 

(company setup projects, 

organization of special events, 

etc.) when they travel abroad, as 

well as to spread the word on the 

400 

promotional actions 

700 

referrals 

ONLYLYON program within their 

own networks. 

In order to better support the Ambassadors 

in their missions and mobilize 

the network, ONLYLYON has 

developed a set of innovative tools, 

the most notable being a regional 

social network (www.onlylyon.org), 

comparable to a local LinkedIn or 

Facebook, which is the only one of its 

kind in France. This platform enables 

the Ambassadors to communicate 

with each other and send back 

to the ONLYLYON team news and 

information that could be of interest 

to the Lyon area and lead to investment 

projects. As a result, in 2009, 

ONLYLYON’s Ambassadors were 

very active, with nearly 400 promotional 

actions, 12 projects identified, 

1,200 documents downloaded 

(the ONLYLYON brochure, the label, 

pitches and more), 700 sponsorships 

and 600 e-cards sent. 

In 2010, the ONLYLYON team will 

continue to lead this network, with 

newsletters, e-mail shots, contests 

and special invitations, as well as 

new unity-building tools such as a 

membership card, a film on their 

missions, incentive actions to reward 

1 700 

new Ambassadors joined 

the network of which 

500 

recruited in person 

them for their efforts and more. Webbased 

tools, however, are not the only 

means to give this network momentum. 

In June 2009, a major event was 

held at the Lyon City Hall. It brought 

together 800 Ambassadors around 

Mayor Gérard Collomb, who presented 

the graphics for the ONLYLYON 

campaign. The highlight of the evening 

was undoubtedly the model for 

the new advertising campaign - donning 

the red evening dress created by 

french designer Max Chaoul – who 

sliced through the crowd of Ambassadors 

on her way to the podium to 

unveil the visual for the campaign. In 

2010, new theme-based events will 

also be created for targeted Ambassadors, 

with a special focus on their 

business or personal interests. 

ONLYLYON’s Ambassadors network 

wins award 

ONLYLYON’s network of Ambassadors was recently 

awarded the Special Jury Prize in the French Senate 

as part of the 2009 Fimbacte Festival, 

a leading regional development festival. Presented by French 

Parliamentary Representative André Santini, this award 

recognized Lyon’s innovative regional marketing strategy 

and its cutting-edge web marketing tools. 



In the words of Ambassadors 

Areva – a historic setup project for Aderly 

In August 1979, 120 Framatome employees settled into their new 

offices in Lyon’s 6 th district. The majority of them came from the 

company’s Paris headquarters located in the La Défense district. At 

the end of 2009, the 1,150 employees celebrated the 30 th anniversary 

of this relocation. In three decades, the boom in the nuclear 

industry led to strong growth in staffing levels at the company, 

whose name changed to Areva in 2001. This decision was originally 

made in order to set up a second center to house the maintenance 

department and other various departments. In competition with 

the Paris region and Sophia Antipolis, Lyon won the challenge, with 

the notable help of Aderly, which at the time proposed three sites: 

Charbonnières, Part-Dieu and the 6 th district of Lyon. The latter site 

was chosen after special visits for the staff had been organized. 

I came back to Lyon after 23 years away, but still in the Rhône-Alpes 

region, so not very far from the capital… I started my career here at one 

of Lyon’s first radio stations, Happy Radio, and then became a journalist 

at the Dauphiné Libéré newspaper. As Head of Communications at 

Areva since it was founded in 2001, I came back to Lyon last September, 

with the very clear mission to improve our integration in this city where 

we are firmly rooted (with nearly 3,000 employees in Greater Lyon). Becoming 

an Ambassador is first of all a real opportunity to become a 

permanent citizen of Lyon by joining a large team. In return, it is also 

the opportunity to make our staff aware of their environment in order to 

measure the importance of smooth integration. Even better is having 

spokespeople who regularly travel all over the world, and who will be 

able to promote Lyon. With this in mind, I will be launching an Areva 

Lyon Ambassadors Club in 2010. 

Gilles SALGAS > Areva 

Bernard LANCELOT > Renault Trucks 

What could be more natural than being an Ambassador for something we 

love I would never have accepted to join ONLYLYON if I myself had not 

been convinced that this city and region have the assets that deserve to be 

discovered by foreigners, both tourists and businesspeople alike. Whenever 

a friend or business relation visits me, I feel like attracting them, helping 

them discover, keeping them here or making them come back, with great 

enthusiasm. In my personal life and my work, I play host to people who live 

far away from Lyon, whether it be on the other side of France or elsewhere 

in Europe, Asia… And here begins the discovery of a city and its surrounding 

area, with all the various treasures it has to offer, some of which are 

unknown to many people. You can’t be shy about showing them off. 

Letting business contacts know that the region is dynamic, that the pool of 

talent is abundant and the economic tissue is dense, in short that it is a pleasure 

to work here, makes them feel it is a pleasure to live here, and this means building 

our future. The ONLYLYON program is a great idea to bring together the 

goodwill of all those who want to proudly fly the flag of the Lyon area. This is not 

a chore, but rather a type of freedom to let yourself go... “Go for it! Don’t hide 

your pleasure, say it loud and clear that life is good here in Lyon and it is even 

better when companies and tourists come here to see it first-hand. 

27


Michel MERCIER 

////////////////////////////////////////////////////// 

Gérard COLLOMB 

The strength of 

partnerships in Lyon’s 

territorial development 

//////////////////////////////////////////////////////////////// 


Guy MATHIOLON 

28 


Bernard FONTANEL

Michel MERCIER > 

President of the Rhône County Council 

How important is attractiveness in the economic policies 

of a territory 

As Minister of Territorial and Rural Development, I am 

responsible for matters concerning attractiveness and I 

oversee the IFA (Invest In France Agency). These are two 

key facets of our work to develop the national territory. 

Foreign inward investment contributes to the competitiveness 

of the regions where they operate. It stimulates 

the local economy, innovation and progress. The competitiveness 

clusters and groups of companies, as well as 

certain rural centers of excellence, are structures which 

help build a region’s attractiveness because foreign 

companies are looking for places which can offer qualified 

human resources, close links with the research and 

academic communities, and a whole business environment 

favorable to the growth of their business - which is 

exactly what these clusters are all about. 

This is why we have asked Aderly to concentrate its 

promotion and prospecting efforts on the Lyon region’s 

fields of excellence, knowing that incoming firms can 

help strengthen these fields by boosting their image and 

international influence. 

Gérard COLLOMB > 

President of GREATER LYON 

Has the success of Aderly, which can be defined as a 

partnership organization, had a large impact in building 

Lyon’s model of “working together” and uniting the economy’s 

leaders around a single mission 

It is true that we talk a lot about Lyon’s way of “working 

together,” particularly with today’s Greater Lyon Business 

Spirit and ONLYLYON initiatives. Aderly opened the 

way for this partnership in 1974 by bringing together the 

Greater Lyon Urban Community, the Chamber of Commerce, 

the MEDEF and the County Council to promote 

our region internationally. The partnership is still today 

one of the keys to Lyon’s success in attracting business 

to the area. Companies appreciate the fact that we are 

capable of mobilizing all the necessary forces to make 

their business projects a success. And what is good for 

the Portes de l’Isère site is good for Lyon, and what is 

good for Lyon is good for the Beaujolais! When it comes 

to business set-ups, administrative boundaries make no 

sense - what counts is the vitality of the metropolitan 

area as a whole and what it can offer companies looking 

to do business. This is why we are now looking to establish 

Lyon as a “Eurometropolis” by extending Aderly’s 

scope to encompass the Saint Etienne region and thereby 

boost our global image and attractiveness. 

QUESTIONS FOR ADERLY’S FOUR PRESIDENTS 

How is Aderly’s work complementary to that of the 

Chamber of Commerce and Industry 

A territory can contribute to development in three key ways: 

assistance for business creation, support for existing businesses, 

and attracting incoming firms. The Lyon region 

needs to bring in new companies which can contribute to 

the vitality of the local economy and it needs existing companies 

to become more innovative, more international and 

more efficient. The Lyon CCI focuses its actions on the first 

two areas - business creation and support - while Aderly 

focuses on attracting incoming firms. The CCI and Aderly 

work in synergy to offer a complete range of services to 

ensure strong territorial development. 

The two organizations work towards a shared ambition, 

that of making the Lyon area more international, more 

competitive and more innovative so that it can maintain 

its rank as a major European capital and continue to 

attract the talent and expertise that companies need to 

strengthen their competitiveness. 

Guy MATHIOLON > 

President of Lyon CCI 

What role do foreign company setups in Lyon play in 

making the region more dynamic 

MEDEF was one of the four founders of Aderly in 1974. 

Since then, it has remained one of the Agency’s cornerstones, 

and there is a reason for this. Indeed, we have 

always felt that attracting new businesses is absolutely 

essential for a dynamic, innovative environment in the 

region. Of course, in some cases, the incoming company 

may lead to increased competition but this competition 

is often beneficial and is itself a source of progress and 

innovation. As well, in most cases, the incoming company 

brings new opportunities as it must order goods 

and services from local companies or it may even be a 

supplier of new services or new products. Foreign companies 

account for nearly 30% of the industrial jobs in 

the Lyon area, testifying to their vital role in the region’s 

employment and wealth. This also means that it is very 

important to provide local support for companies that 

have already been set up and to provide them with a favorable 

environment in which they can grow and thrive. If 

the local economic fabric does not renew itself, it becomes 

fossilized. From this standpoint, Aderly is helping to 

make our regional economy more dynamic. 

Bernard FONTANEL > 

President of MEDEF Lyon-Rhône 

29


BEHIND THE SCENES OF LYON’S REGIONAL DEVELOPMENT EFFORTS 

≥ADERLY – A TEAM OF PEOPLE RIGHT BY YOUR SIDE 

>Let us guide you to a successful business setup! 

ADERLY – 

Lyon’s Economic 

Development 

Agency since 

1974! 

Aderly assists organizations of all types in their setup projects, 

from SMBs to major international groups in every business 

sector, with special attention to our sectors of excellence 

(Clean-technologies, Life Sciences, transport systems, digital 

entertainment and others). Our team of 40 specialists is 

divided into five core areas: Clean-technologies, Biotechnologies, 

Industry and Support, Iconic Brands, Communication 

and Regional Marketing. Aderly works in close contact with the Lyon area’s 

sectors of excellence, and has specialized (setup/prospecting) consultants 

for each industry or geographical area. 

PERSPECTIVE 

Regional marketing also involves looking at what our neighbors are doing. Among Europe’s leading economic development 

agencies, MIDAS, Manchester Investment Development Agency Service, is an interesting model to follow. Here is a short 

comparison. 

Manchester > MIDAS 

Lyon > Aderly 

National ranking (metropolitan area) 2 nd with 2.6 million inhabitants 2 nd with 1.3 million inhabitants 

Mission Promotion and attracting companies and capital Promotion and attracting companies 

Area covered 

Greater Manchester 

The Rhône area, Plaine de l’Ain 

and North Isère 

Founders 10 local authorities in 4 founders: 

Greater Manchester : Bolton, Bury, Manchester, 

Greater Lyon 

Oldham, Rochdale, Salford, Stockport,Tameside, 

Lyon CCI 

Trafford and Wigan. Funding from 

Rhône County 

the Northwest Regional Development Agency. 

Medef Lyon-Rhône 

Cushman & Wakefield Ranking 2009* 16 th 19 th 

Workforce /annual budget 30/ approximately e3.4 million 40/ approximately e4.6 million 

Services 

Research: demographic analysis, market studies, 

feasibility studies YES YES 

Searches for locations and facilities YES YES 

Funding options YES YES 

Support for recruitment 

YES 

YES, partnership between Aderly/ 

national employment agency 

Staff relocation, assistance and mobility YES YES 

Follow-up after setup (communication, customer service, etc.) YES YES 

Access to networks YES YES 

Communication 

Internet website 

www.investinmanchester.com 

www.aderly.com 

(English only) 

(7 languages: English, French, German, 

Italian, Spanish, Japanese, Chinese) 

Web-TV http://tv.investinmanchester.com www.onlylyon.tv 

Network of Ambassadors 

Manchester Business Club: an exclusive network 

of individuals and companies with tight relations 

between Manchester and Singapore, Kuala Lumpur, 

Mumbai, New York and Los Angeles 

3,500 ONLYLYON Ambassadors 

Sectors prospected 



Life Sciences and biomed, Aviation / Aeronautics 

Energy and the Environment, Creative, media and 

Idigital industries, Public sector relocations, 

Financial and Professional services, Outsourcing, 

Customer contact centers, Logistics, 

Shared Service Centers, Agribusiness, TIC, 

Hotels and leisure, Real estate & urban development 

Life Sciences and biomed, Chemicals, 

Energy and the Environment, Tertiary - Services, 

TIC / Digital Entertainment, Data Centers, 

Logistics, Agribusiness, Transport systems, 

urban transport 

*Ranking by Cushman & Wakefield France which analyses the opinion of 500 of the most important 

European business leaders on the attractiveness of Europe’s main cities.

« Team Industry-logistics-project assistance » 

A specialist in managing company 

setup and development projects, 

Aderly advises and supports you 

during every step of your project: 

>Feasibility studies and development 

of your specifications 

>Searches for sites suited to your 

business and specific needs 

>Regulatory and tax advice 

>Administrative formalities 

>Funding options 

>Contacts with local authorities 

>Information on the local environment 

and its job market, as well 

as support in recruitment 

>Staff mobility and assistance 

>Follow-up after your setup 

project 

>Customized services with great human value added 

« Team ONLYLYON » 

Providing true value added in 

terms of its services, Aderly features 

a four-person team dedicated 

to staff and family mobility, as 

well as to recruiting employees 

for incoming companies. 

In 2009, Aderly’s mobility team received 

112 requests for assistance 

from 56 companies. These resulted 

in 12 meetings with companies, 51 

housing searches, 19 impatriation 

missions, 29 consulting missions 

and 1 introductory trip to the Lyon 

area. 

In order to develop its range of services, 

Aderly has created a number 

of new brochures for families, including 

the Guide to International 

Schools in Lyon and the Guide for 

New Residents. 

In particular, the service provides: 

> Presentations for staff on the 

benefits of the Lyon area and 

Aderly’s services by organizing 

and leading trips to discover Lyon 

and the surrounding area. 

> Personalized service for each 

family (advice on the living environment, 

housing searches, assisted 

visits, administrative assistance for 

foreigners, school registration and 

more). 

> Personalized assistance for 

spouses in finding a job (tips on job 

hunting, information on the region’s 

economy, networking with key players 

in employment, and more)[…] 

IN THE WORDS OF: 

Nuno OLIVEIRA > Martifer Solar 

A year and a half after I expatriated to Lyon, I can 

tell you with certainty that this metropolitan area 

is a first class destination. I expected to discover 

a beautiful city, but the friendly welcome I was 

given truly came as a nice surprise. Furthermore, 

you can find everything in Lyon: some of the 

best restaurants anywhere, charming cafés, art 

galleries, movie theaters, sports facilities, parks, 

and no fewer than two rivers (which reflect the 

sparkle of the city lights!). The other advantage of 

Lyon is its climate, with good hot summers and 

cold winters. I think I’m the luckiest of Martifer 

Solar’s expatriates, in terms of the destination. 

Based on what my colleagues who have settled 

in other countries tell me, no one else has 

benefitted from services from organizations 

like Aderly. 

We recently left Great Britain to settle in Lyon for a five-year 

mission with a research foundation. We moved as a family, 

bringing our two children, who are 8 and 14 years old. Aderly 

has always been there for us, at every step, and helped us 

deal with the administrative procedures, find a home, open 

a bank account and more. It went even further, introducing us 

to a network of professionals in Lyon and providing us with an 

abundance of literature on life in the city. This assistance was 

very precious to us, as it went far beyond the bare minimum. 

Thanks to this constant support, we feel that we have been very 

well treated in France, a country we knew nothing about before 

we arrived. So far, our experience has been extremely positive, 

and looking back on it, settling here with all our family turned 

out to be much easier than we had imagined, thanks to all of 

the help we received. To us, Aderly’s work typifies the spirit 

of Lyon: the city and its people are friendly, open-minded and 

helpful, and we are delighted to have come here to live. 

Rolf HECKEMANN > The Neurodis Foundation 

31



[…] As for human resources, the 

team received 219 requests from 

100 companies. Of these requests, 

117 persons were recruited, including 

13 jobs for staff members’ 

spouses, and 65 consulting missions 

were carried out, including requests 

for statistics, salary comparisons, 

networking contacts and more. 

More than 75% of the requests came 

from abroad, predominantly from 

Europe, but with strong growth from 

Asia. Nearly 55% of the recruitments 

were for management positions. 

The department offers companies 

advice and support in recruiting 

their future staff: 

> Human Resource Consulting: 

salaries, labor law in France, potentially 

available skills on the local job 

market and more. 

> Help in determining recruitment 

needs, developing job profiles, running 

ads, searches for applicants, contacts 

with Lyon’s Human Resources community 

>Assistance for spouses in their 

job hunt in the Lyon area. 

World Trade Center Lyon 

« Feel at home anywhere in the world » 

A member of the worldwide network of 330 World Trade Centers, 

including 13 in France, World Trade Center Lyon is a gateway to 

companies’ international growth, providing them with contacts, 

economic information and business opportunities in more than 

90 countries. 

Since 2010, WTC Lyon has expanded its facilities at Lyon’s Cité 

Internationale and extended its range of services. Today, it offers 

business address services (setup of a sales office, a subsidiary 

or headquarters) enabling companies to benefit from an 

international label, a prestigious address, and services that will 

help them more easily adapt to Lyon’s economic network and 

grow their business internationally. 

WTC Lyon also features a new meeting room for up to 16 people 

with Internet access, a video projector and, in the near future, 

videoconference equipment. It also rents out two 9 sq. m. offices 

for one person and a 16 sq. m. office for 2 to 3 people. 

WTC services 

≥Business center: offices, meeting rooms, translation, 

interpreting, videoconferencing and more. 

≥Business addresses for headquarters and/or branch offices 

at Cité Internationale to give your company a strategic location. 

≥Theme-based clubs and meetings in areas such as law, 

logistics, human resources, finance, purchasing and more. 

≥Economic and Financial information: economic studies, 

business opportunities and more. 

≥VIP Services: Airport Privilege Card, Accor Card, VIP lounges 

and caretaker service. 

≥Assistance in setting up: consulting for foreign companies 

and more. 

A few key figures for 2009 

≥65 members 

≥ 9 companies used business address services 

(including half from foreign countries) 

≥Organization of more than 25 meetings and conferences 

during the year (club meetings, meetings on political risks, 

the international rules of e-commerce, international mobility, 

intercultural issues and more.) 

≥ Creation of the International Human Resources Club, 

bringing together HRMs from the Lyon area’s major 

international groups. 

www.wtc-lyon.com 

Contact: +33 (0)4 72 40 57 52/+ 33 (0)4 72 40 57 99 



LIFESTYLE 

A DAY IN THE LIFE OF A PROSPECTOR 

>Aderly’s business setup consultants: men and women on the go 

Aderly’s staff is mainly composed of 

setup/prospecting consultants, who 

work in the region’s various counties. 

Their mission is to prospect, find 

and assist development projects in 

the Lyon area and play an active role 

at every step of the setup process. 

They divide their time between prospecting 

(attending trade shows and 

exhibitions, missions abroad, searches 

for contacts, etc.), project management 

(assisting companies at 

every phase of their setup), business 

intelligence, networking and promotion 

(follow up of key accounts, relationships 

with partners and meetings 

with local companies). 

Every day, the consultants are in direct 

contact with companies, as well 

as with Aderly’s various partners: 

key players in the local economy 

(Greater Lyon, the Rhône County 

Council, ERAI (Entreprise Rhône- 

Alpes International) and others), 

Invest In France Agency (IFA), competitive 

clusters, commercial real 

estate agents, experts (accountants, 

lawyers, etc.). A prospector’s work 

is most often long and involved. 

Some projects take several years to 

be finalized and consultants have to 

meet many companies before finding 

a true prospect or setup project. 

For instance, the Clean-technologies 

Business Unit met with 

nearly 400 companies during its 

prospecting missions in 2009. Of 

these 400 contacts, around 80 potential 

prospects were identified, 

resulting in 30 projects, which in 

the end will lead to perhaps 5 or 10 

actual setups. 

the «dream» setup project can be summed up as follows: During a prospecting mission in England in September 

2009, we met with six companies. One of them particularly caught our attention. This chemicals company, a member of NEPIC 

(a UK cluster that signed a partnership agreement with Axelera thanks to Aderly’s assistance), told us about a development 

project to set up its first foreign office. We then presented to the company all of the advantages the Lyon area has to offer in 

the chemicals-environment field, as well as in terms of quality of life. This phase of «convincing» prospects is often the most 

decisive in our activities. A month later, we invited this company to a Clean-Technologies meeting in Lyon, a meeting in which 

the cluster’s members can network and meet new contacts. We thus enabled the company to meet some 15 Lyon-area companies 

in the industry, an additional asset in convincing them to set up here. Then, in early December, we met with them once 

again, this time at the Pollutec trade show in Paris. In early 2010, the manager will visit us, and this will be the final step before 

starting the project management phase. In the coming months, we will offer him all of the services that Aderly can provide 

in order to help him set up and start his business as smoothly as possible. Once things are in place, we will of course follow 

up, namely with a questionnaire six months or one year after the setup in order to measure his level of satisfaction with the 

services provided. 

Frédéric Miribel > Head of the Clean-Technologies Team at Aderly 

33



≥Activities in 2009 

Prospecting by Aderly consultants focused mostly on specialist exhibitions 

or trade shows, as well as on missions organized jointly with outside 

consultants or partners. In 2009, a number of consulting missions were 

held, and staff traveled to many different exhibitions in the four corners of 

the globe. In addition to these campaigns, Aderly also took part in a number 

of networking events and special initiatives such as those held by EM Lyon in 

London, the French Foreign Trade Advisors Network (CCEF), AmCham Belgium, 

the French Chamber of Commerce and Industry in the Netherlands, 

IFA Belux, as well as an active presence in a variety of areas. 

> Examples of prospecting missions conducted in 2009. 

clean-technologies 

≥Bavaria (Germany), November 23 and 26 

Results: 4 contacts to follow up and 4 prospects 

≥United Kingdom (England), September 1 

and 2 (in collaboration with Kinetic Cubed 

Results: 6 meetings held, 5 prospects, 

2 projects identified (SRM and Exwold) and 

4 company visits to Axelera Thursday) 

≥Shanghai (China), April 18 to May 8 

(in collaboration with ERAI Shanghai 

Results: 7 contacts and 4 prospects identified) 

SOLAR & PHOTOVOLTAICS 

≥Shanghai (China), November 9 to 13 

(in collaboration with ERAI Shanghai 

Results: 14 meetings held, 6 prospects, 

2 projects identified, as well as presentation of 

Aderly at a conference) 

≥San Francisco (United States), April 6 to 10 

(in collaboration with IFA and an expert from 

Easenergy (EDF subsidiary in California) 

Results: 12 prospects) 

≥Osaka (Japan), October 26 - 29 

(in collaboration with IFA Tokyo, ERAI Tokyo and 

the Association of Solar Energy Professionals 

Results: 12 meetings held, 4 projects identified) 

AUTOMOTIVE 

≥Detroit et Chicago (United States), 

March 30 – April 4 (in collaboration with IFA 

and an expert from Renault Trucks, Volvo 

Trucks and LUTB 

Results: 10 meetings held) 

TALENTS 

≥San Diego (United States), February 21 - 26 

This prospecting mission also enabled Aderly 

to hold meetings with new entrepreneurs, 

to follow up on projects underway, to put on 

a special event with a particular focus on 

Biotechnologies topics, as well as to prepare 

a Talents event on Clean-technologies in 

San Francisco. 

Results: 90 participants in the event (3 prospects 

have confirmed that they will set up business 

in Lyon, 1 (Plantes et Nature) has set up its 

activities, and 4 prospects are being followed). 

LIFE SCIENCES 

≥ West Coast (United States), April 6 to 10 (in 

partnership with IFA and Fondation Synergie 

Cancer 

Results: 15 meetings held, 1 project identified 

and 2 important prospects) 

June 8 to 12 (in collaboration with IFA and the 

Roche & Associates law firm 

Results: 15 meetings held, 5 projects identified 


≥East Coast (United States), June 29 to July 

3 (in collaboration with IFA and Cell Therapy 

Institute-Lyon 

Results: 15 meetings held, 2 projects identified 


≥New York (United States), September 28 to 

October 3 (co-sponsorship of the Gallien Prize 

Results: 12 meetings held in collaboration with 

and 2 projects identified) 

DERMOCOSMETOLOGY 

≥Tokyo (Japan), October 21 to 23 

(in collaboration with IFA Tokyo, Laboratoires 

Dermscan and Toyo Science Corp 

Results: 9 meetings held, 10 new prospects 

identified and one interview in the Japanese 

press) 

AS WELL 

≥Tokyo (Japan), May 28 – June 2, 

(mission coinciding with Lyon Mayor Gérard 

Collomb’s trip to Japan, in collaboration with 

ERAI Tokyo and Greater Lyon) 

Results: 9 meetings held) 

≥Brussels (Belgium), December 16: an event 

held by Aderly for the opening of easyJet’s 

Lyon-Brussels flight, with the participation of 

IFA Belux 

Results: 30 guests, the majority of whom were 

prospects, and 2 new entrepreneurs 

≥Paris (France), March 30: presentation 

of Aderly and the ONLYLYON program at 

an evening party for the new members of 

the Franco-British Chamber of Commerce and 

Industry 

Results: 40 participants and 5 companies met 

Some of the European trade shows targeted by Aderly in 2009 

January / February 

≥RENEWABLE ENERGY 

EXHIBITION 

Lyon, February 25 - 27 

(Results: 36 meetings held, 5 

prospects identified, 4 projects 

identified and 4 businesses set up) 

March / April 

≥BIOSQUARE (International 

Biotechnologies exhibition) 

Lyon, March 8 - 11 

(Results: 29 meetings held, 

4 projects identified and 1 business 

set up) 

≥MIPIM (Real estate exhibition) 

Cannes (France), March 12 - 13 

(Results: many contacts with 

investors) 

≥“FIGHTING CYBERCRIME” DAY 

Lyon, March 25 (Co-organized by 

Aderly and UK Trade & Investment 

Results: 70 participants and 

3 potential projects identified) 



≥ DOCUMATION 

(Document publishing exhibition) 

Paris, March 25 

(Results: meetings with 3 companies 

for business intelligence strategy) 

≥EUROPEAN BUSINESS SUMMIT 

Brussels (Belgium), 

March 26 and 27 

(Results: meetings with 7 

companies and 3 government 

organizations) 

≥BOIS ENERGIE (Wood Energy) 

Lons-le-Saunier, April 2 ( 

Results: 65 meetings, 2 projects, 

5 prospects and 3 local contacts) 

≥EUROLUCE (International 

lighting exhibition) 

Milan, April 23 - 24 

(Results: no projects, 

but 15 prospects) 

May / June 

≥ACHEMA (International chemical 

engineering, environmental protection 

and Biotechnologies forum) 

Frankfurt (Germany), 

May 11 to 15 

(an ideal exhibition to get to know 

the key players and various sectors 

of the chemicals industry). 

≥TRUCK AND BUS WORLD 

FORUM 

Lyon, May 11 - 12 

(participation in the conference) and 

≥THE LUTB CLUSTER SCIENTIFIC 

FORUM 

Lyon, May 12 - 13 

(Results: no prospects, but 

networking and enhanced technical 

knowledge of the industry) 

≥GENERA (International energy 

and environment trade show) 

Spain, May 13 - 14 

(Prospecting in collaboration with 

ERAI / Results: 8 meetings held) 

≥LUMIVILLE (International public 

lighting, outdoor lighting, and illuminations 

exhibition) 

Lyon, May 26 to 28 

(Results: 31 meetings and 7 projects 

identified) 

≥INTERSOLAR (Solar technology 

exhibition) 

Germany, May 27 - 29 

(9 prospects) 

≥WORLD INVESTMENT 

CONFERENCE 

La Baule (France), June 4 - 5 

(Results: meeting with 1 Iconic 

Brand prospect, 1 key account, 

3 companies and several partners 

and government organizations) 

≥MIFA (International animated 

films festival 

Annecy, June 8 - 12 

(Results: 3 potential projects 

identified) 

≥SIREME (International Renewable 

Energy and Energy Management 

exhibition) 

Paris, June 25 - 26 

(15 prospects) 

September/ October 

≥IBC (leading international forum

LYON AND JAPAN: 

BUSINESS RELATIONS PERFECTLY IN SYNC 

BioTuesday and 

CleanTuesday: 

innovation is all 

about people 

To transform innovation into business 

success, meetings and networks are 

often capital. This is why Greater Lyon 

started its BioTuesday meetings five 

years ago. Held on the first Tuesday of 

every other month starting in January, 

these meetings bring together the 

region’s entrepreneurs in the Life 

Sciences and Healthcare sectors, 

as well as their financial, scientific 

and clinical partners. 

The aim To help them build their 

knowledge and meet new contacts 

while giving companies, laboratories 

and project initiators the opportunity 

to present their activities. 

The enthusiasm generated by these 

meetings led to the launching of 

the CleanTuesday meetings in March 

2009. These events, held every three 

months, draw key players in the 

Clean-Technologies (innovative Clean- 

Technologies) field. 

Convinced that a metropolitan area’s «brand» awareness and attractiveness also 

depend on the international influence of its cultural institutions, Aderly took advantage 

of the Lyon National Opera’s tour of Japan in November to bring together a group 

of Japanese business leaders. The group, composed of chairmen of Japanese firms 

that already have operations in Lyon as well as particularly important prospects, 

brought together some 50 Japanese investors on November 1 st at Bunkamura Orchard 

Hall for the first concert of the tour. Notable guests included the managers of Toray, 

Daikin, Namco Bandai Holdings, Honda and Fujifilm. 

It is vital to be able to maintain special 

business relationships with 

international prospects using the 

cultural and artistic dimension. 

This is particularly important in 

our relationship with Japan, which 

remains a very buoyant market in 

terms of investment and one that 

is receptive to the idea that the 

cultural life of a city reveals its 

identity, its potential and its dynamism. 

On the whole, we are also 

convinced that in looking to attract 

businesses to Lyon, we are above 

all looking to attract people. 

Jacques de Chilly > Aderly’s Executive Director 

for the electronic media industry) 

Amsterdam (The Netherlands), 

September 11 

(Results: 6 meetings with Iconic 

Brand prospects) 

≥ICCC (International Conference 

Capital China) 

London (The United Kingdom), 

September 14 - 16 

(Results: meeting with 1 Iconic 

Brand prospect and 9 companies 

and partners) 

≥PVSEC SOLAIRE 

(European conference on Solar 

energy and photovoltaics) 

Germany, September 22 - 23 

(Results: 23 meetings, 

10 prospects identified) 

≥AD TECH (Digital advertising 

technology exhibition) 

London (The United Kingdom), 

September 22 

(Results: meetings with 5 Iconic 

Brand prospects) 

≥NETWORKING DAY BIOALPS 

Geneva (Switzerland), 

September 23 

(1 Talents project identified) 

≥BIOENERGY DAYS 

Trollhätan-Lidkôping (Sweden), 

September 28 - 29 


≥IP CONVERGENCE (IP communications 

equipment, services and 

applications trade show) 

Paris (France), October 6 - 8 

(Results: meetings with 5 major 

corporations, including 1 Iconic 

Brand prospect and 4 prospects) 

≥BIOTECHNICA 

Hannover (Germany), 

October 6 - 8 

(Results: 16 meetings, 2 projects 

identified and 1 prospect) 

≥WORLD VACCINE CONGRESS 

Lyon, October 6 - 8 

(2 meetings with companies, 

no projects identified) 

≥ICC (Innovation, Competitiveness 

and Knowledge exhibition) 

Paris, October 8 

(meetings with 3 companies and 

2 partners for strategic monitoring 

and business intelligence) 

≥BIOJAPAN 

Yokohama (Japan), October 7 - 9 

(in collaboration with Lyonbiopôle, 

Ubifrance, the Rhône-Alpes Region 

and Lyon Civil Hospitals (HCL) / 


≥ADVAMED 

Washington DC (United States), 

October 12 - 14 

(Results: 10 meetings held, 7 prospects 


≥SOLARPOWER 

Anaheim (United States), 

October 28 - 30 

(Mission in collaboration with IFA / 


November / December 

≥BATIMAT (world leader in 

construction exhibitions 

Paris, November 4 

(35 companies contacted and 

1 project identified) 

≥POLLUTEC 

Paris, December 2 - 4 

(Results: 47 exhibitors visited, 

53 meetings held, 5 prospects 


≥SIMI (Commercial real estate 

exhibition) 

Paris, December 2 - 4 

≥FORUM LUMIERE LED (LED 

lighting forum 

Lyon, December 3 - 4 

(Results: 30 meetings and 

2 prospects) 

≥IMS (Information management 

trade show) 

London, December 2 

(7 companies met for strategic monitoring 

and business intelligence) 

≥GAME CONNECTION & 

SERIOUS GAMES SESSION 

Lyon, December 8 - 10 

(Results: 1 project and 4 potential 

projects identified 

35



STRATEGY/2010 

The overall action plan for 2010 will be a continuation of the strategy built for 

2009, maintaining the target of 50 business setups and 2,000 jobs created 

over the next three years. They key point, despite the unstable economic climate, 

is to pay ever-greater attention to improving the quality of the projects 

identified. With this in mind, the means to identify and prospect new projects 

have been strengthened, with a focus on high-potential industries, as well as 

on the development of an increasingly personalized range of services. 

« Direction Team » 

≥Life Sciences: in 2010, the major 

actions will involve prospecting in 

the USA and Canada, thanks to the 

partnership with IFA, as well as in 

India and Japan. In addition, there 

will be occasional initiatives to support 

specific events. As the industry 

relies on a number of exhibitions, 

Aderly will also concentrate its 

prospecting efforts on high-profile 

events such as Biosquare, BioJapan 

and others. 

≥Clean-Technologies: there will 

be intensive prospecting in this industry, 

with special emphasis on 

missions in the United States, Germany, 

Japan and China. Priority will 

be given to the solar/photovoltaics 

sector, with the aim of promoting 

the attractiveness of panel production 

sites and raising awareness 

on topics such as recycling, green 

housing and green construction. 

≥Iconic Brand companies: prospecting 

of major international companies 

will continue as in 2009, 

consistent with the original strategy. 

The aim is to step up the activities at 

foreign branch offices (London and 

Brussels). 

≥Industry, Information and Communication 

Technologies, and digital 

entertainment: after focusing on 

project assistance throughout 2009, 

Aderly has decided to once again implement 

a true prospecting strategy 

with missions targeting the agribusiness, 

ICT and industrial sectors in 

Europe, digital entertainment in the 

USA and Canada, and robotics and 

video games in Asia. 

In addition, Aderly will continue 

prospecting targets for its Talents 

program, and will pursue the campaign 

started in 2009 to contact 

major firms in the life sciences, 

Clean-Technologies and IT sectors 

with a stated external growth strategy, 

in order to propose merger/ 

acquisition solutions to help them 

make their projects a reality. 

In order to strengthen its partnerships, 

Aderly’s teams will work to 

boost awareness of the Lyon area’s 

centers of excellence, as well as 

its actions to develop the region’s 

peri-urban areas. In order to reach 

its goals, the Agency will rely upon 

its regional partners (IFA and ERAI), 

sharing information and working 

more closely with these organizations. 

Any successful economic 

development program also requires 

taking an active interest in the 

companies that have already set up 

in the region. Aderly does this by 

following up on the key accounts in 

the greater Lyon area. 

Finally, in order to make the metropolitan 

area more dynamic and 

boost awareness of Lyon around 

the world, Aderly will continue its 

concerted promotional and marketing 

activities, especially through 

the ONLYLYON program (see page 

22). 

Objectives 

50 

business setups 

2 000 

jobs 



FEEDBACK: 

A “WIN-WIN” PARTNERSHIP FOR THE REGION 

Aderly’s actions are above all partnerships. They rely on a number of the region’s business players, namely on 

the Agency’s founders (Greater Lyon, Lyon CCI and the County Council), as well as on complementary organizations 

such as ERAI (Entreprises Rhône-Alpes International), partner experts such as the region’s commercial real 

estate professionals, or “showcase” initiatives such as the competitive clusters. The close collaboration between 

Aderly and its partners aims to build a win-win relationship in which each party brings something to the others. In 

their daily activities, Aderly’s staff members, more particularly the setup/prospecting consultants, work together, 

both to identify development projects and to boost awareness of the region. Lyonbiopôle, ERAI and FNAIM give us 

their feedback on this win-win partnership… 

In the words of our partners 

Didier TERRIER, 

President of FNAIM Entreprise 

« The collaboration between Aderly 

and FNAIM dates back at least 20 

years. Today, the two organizations 

work together more intensively, in a 

way that is better organized and, more 

importantly, increasingly effective. We 

have implemented a system in which 

each request from Aderly is sent to our 

FNAIM teams. This request is then sent 

out so that everyone in the business 

can offer the Agency the real estate 

product that best matches the specifications 

given by the client. We are 

making this system better every year 

thanks to the quarterly reviews during 

which we examine any weaknesses 

and areas for improvement. » 

Aymeric de MOLLERAT, 

Head of International Promotion 

and Prospecting for ERAI 

« When I think of the cooperation between 

Aderly and ERAI, the word that comes to 

mind is « trust », trust between our organizations 

and, above all, trust between 

our respective staff. We are working 

hand-in-hand to identify projects and 

sell all the great advantages that the 

Lyon area has to offer. We must also emphasize 

the fact that our organizations 

are complementary in two ways. ERAI 

works upstream of projects, whereas 

Aderly’s role consists of making sure 

that the projects become real business 

set-ups. This synergy can also be seen 

in the prospecting actions we conduct. 

For example, we have two special partnership 

agreements with Aderly for 

prospecting in the Clean-Technologies 

industry in China and Japan. » 

Yves LAURENT, 

General Manager of Lyonbiopôle 

« Lyonbiopôle focuses on setting up 

collaborative R&D projects, both in 

the Lyon area and abroad. As part of 

this mission, Aderly tries to bring in 

companies and gives us contacts. We 

work very closely with the Agency in 

order to strengthen our skills inside 

the Lyon area as part of our activities 

on infectious disease. We work 

together in various ways, such as 

prospecting at exhibitions (preparing 

the events, writing joint pitches, joint 

meetings, etc.), prospecting missions, 

namely in the United States, and welcoming 

foreign delegations who could 

be involved in business development 

or setup projects. » 

37



CASE STUDY 

pooling expertise to make Lyon a winner 

In 2009, Aderly made an official 

commitment to several Lyonarea 

clusters and competitive 

clusters, namely 

≥Lyon Urban Truck & Bus, 

dedicated to urban transport 

systems 

≥APPEL, a network bringing 

together the Rhône-Alpes region’s 

Clean-Technologies firms and 

Axelera, the world competitive 

cluster in the Chemicals and 

Environment sphere 

≥Imaginove, the competitive 

cluster in the moving images 

sector 

These agreements aim to build 

upon the synergy that already exists 

between Aderly and the clusters 

and to generate concrete cooperation 

between the players in terms 

of prospecting and promotion. Thus, 

the clusters promise to bring Aderly 

business by helping it to identify po- 

tential company setup or development 

projects, to provide the Agency 

with the right experts to support it in 

its prospecting activities, as well as 

to make its members and its own 

networks aware of the issues involved 

in attracting companies from 

outside. In order to make good on 

its commitment, Aderly promises to 

promote the clusters to its partners 

and prospects, to make new compa- 

« Banks of the Saône » 

nies in the Lyon area aware of these 

organizations and to incorporate 

them in its advertising. With a view 

to boosting international awareness 

of the business sectors in which the 

clusters operate, all of the partners 

promise to mutually channel their 

efforts and resources into promoting 

Lyon’s expertise around the 

globe and to position Lyon as a leading 

metropolitan area. 

BUDGET FIGURES 2009 

≥Aderly 

Revenue (in K€) 

Lyon CCI 1,821 

Greater Lyon 1,518 

County Council 1,170 

MEDEF Lyon-Rhône 28 

Zones outside of Rhône County 108 

Companies and Partners 35 

TOTAL ,680 

Spending (in K€) 

Prospecting 2,690 

Territorial development 310 

Promotion 400 

Project assistance 240 

Joint services 1,040 

6 461 

TOTAL ,680 

≥ONLYLYON 

Revenue (in K€) 

Greater Lyon 1,000 

Lyon CCI 300 

County Council 200 

TOTAL 1,500 

Spending (in K€) 

Communication campaign 650 

Ambassadors club 180 

Digital strategy 120 

Press relations 200 

General resources 350 

TOTAL 1,500 



Useful informations 

a team of specialists in tune with business needs* 

Aderly relies on a team of sector-specific experts and professionals in economic 

and local-area development, in charge of promoting the Lyon region and identifying, 

prospecting and helping companies set up for business. 

*Organization Chart updated February 1, 2010 

Jacques de CHILLY 

Executive Director 

Roland CATHEBRAS 

Associate Director 

Claire SARVARIE 

Executive Assistant 

Stéphane BARBIER 

Business Development Director 

Secretary General WTC Lyon 

Corinne CHIRAT 

Administrative and 

Quality Manager 

Yukiko VINCENT 

Inward Investment Manager 

Japan 

World Trade Center 

Marie-Hélène GOUFFÉ 

Development and Marketing 

Manager 

Danièle GUDEFIN 

Official Representative 

Stéphanie GROS 

Assistant 

Dany LUBIN-GENOUX 

Assistant 

Julie PIOGÉ 

Assistant for Japanese 

business projects 

LIFE SCIENCES CLEAN-TECHNOLOGIES STRATEGIC AND 

GLOBAL COMPANIES 

INDUSTRY - LOGISTICS - 

PROJECT ASSISTANCE 

MARKETING TERRITORIAL 

ONLYLYON 

Thierry de LUMLEY 

Director 

Frédéric MIRIBEL 

Director 

Cédric GRIGNARD 

Director 

Françoise DIEHL 

Director 

Sophie LOUET 

Project Manager 

_Sandra KAHRIMAN 


_Aurélie AUFFRET-THINNÈS 


_Cécile HANNHART 

Business Intelligence Manager 

_Julie BERLIET 


_Gérard AUBOEUF 

Ambassadors Network Manager 

_Brigitte MONFRINI 

Entrepreneurs / Talents 

_Carole SPEZIANI 


_Laetitia VENEL 


_Marie-Laure ALONSO 

Project Manager 

_Monique DEVILLEBICHOT 


_Jun MAO 


_Laetitia PETIT 

London prospecting office 

_Florence POINÇOT 


_Thibaud VAN ROODEN 

Brussels prospecting office 

_Denise BLAZÈRE 

French National Employment 

Agency consultant 

_Sarah CHABOUD 


_Amélie CHOUQUET-STRINGER 

Project Manager Mobility 

_Jean-Bernard DEPERRAZ 

French National Employment 

Agency consultant 

_Claire GUILLEMOT 

Project Manager Mobility 

_Pierre MATHIEU 


_Marion CHAPARRO 


_Armelle GROS 

Assistant 

_Camille LENOBLE 

Web-Marketing Manager 

_Aurélie MAGNIN 

Communication Project Manager 

_Emmanuelle SYSOYEV 

Press Relations Manager 

_Josette ZAHN 


39

Lyon Area Economic Development Agency 

Place de la Bourse 

69289 Lyon Cedex 02 - FRANCE 

Tel. 33 (0)4 72 40 57 50 - Fax 33 (0)4 72 40 57 35 

aderly@aderly.com 

www.aderly.com | www.onlylyon.org 

HEAD OF PUBLICATION : Jacques de CHILLY, Executive Director of Aderly | EDITOR : Aurélie MAGNIN, communication project manager, Aderly | DESIGN : UPANDGO - www.upandgo.fr 

| PHOTOGRAPHS : Brice ROBERT - www.b-rob.com, Gilles AYMARD, Philippe Bastie, Jean-Noäl LEBLANC (Bontemps), Jean-Jacques RAYNAL, Franchella STOFLETH, Conseil Général du Rhône, IFA, SERL, DR | Designer of the gown for the ONLYLYON : Max CHAOUL | PRINTED BY : Imprimerie LAMAZIÈRE | Feb. 2010

special report - Aderly

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