Daniele Perron joins Tourisme Montreal

The former president of FCB Montreal will lead marketing for the board.
Tourisme Montréal-Tourisme Montréal annonce la nomination de Dan

Danièle Perron, president of FCB Montreal, will be leaving the agency to take on the position of VP of marketing at Tourisme Montreal, with her former agency naming Rachelle Claveau as her successor.

In her new role, which begins Jan. 4, Perron will lead marketing activities for the city’s tourism organization, with Yves Lalumière, president and CEO of Tourisme Montréal, saying she will “play an active roll” in strengthening its digital work and capabilities.

She fills a position previously held by Emmanuelle Legault, who announced last month she’ll be leaving the organization to join national tourism organization Destination Canada as VP of international affairs, beginning Dec. 7. Most recently, Legault oversaw the selection of Lg2 as Tourisme Montreal’s AOR, which came with a new brand image and a seasonal marketing strategy based around different moments in the city and targeting people from different regions.

Perron joined FCB Montreal as president last May in a newly-created roll at the agency. Prior to joining FCB, she had spent 18 years at Blitz, which had been Cossette’s CRM practice, including a stint leading it as VP and general manager.

FCB, for its part, has wasted no time in finding its next president, announcing earlier this week that Claveau had been named to the position. Claveau joined FCB Montreal in August as VP and managing director, which the agency says was done as part of a succession plan for the office. Perron will remain with FCB until the end of the year to help Claveau transition into her new roll.

“Danièle Perron [...] successfully implemented a global rebranding and change management initiative that put creativity at the core of our operations,” said Tim Bowen, CEO of FCB Canada, in a press release. “She played a key role in consolidating core competencies, attracting new talent and building a very strong leadership team that pairs brand, digital and CRM heads in Montréal.”

Prior to joining FCB, Claveau spent more than 12 years at Cossette, most recently as VP and business lead on accounts including Royal Canadian Mint, Via Rail and Intact Insurance.

“[Claveau] is recognized as a strong leader who champions creativity and adds strategic value,” Bowen said. “She is a real asset to our organization and will be supported by FCB’s entire leadership team, including [CCO] Gilles DuSablon.”