Que. promo shop focusses on youth

Montreal: Pierre Parent says he has a plan to rock the promotions establishment in Quebec.The longtime promotions director of MusiquePlus, the French version of specialty TV channel MuchMusic, has established his own company, P2P, to target the notoriously hard-to-reach 16 to...

Montreal: Pierre Parent says he has a plan to rock the promotions establishment in Quebec.

The longtime promotions director of MusiquePlus, the French version of specialty TV channel MuchMusic, has established his own company, P2P, to target the notoriously hard-to-reach 16 to 34 year old youth market.

No other specialists

Parent, who is president of P2P, says no one in the business in Quebec is specializing in the 16-34 mass market, which he says is really two distinct markets – the 16-24 student group and the 18-34 young adult segment.

Parent, who says there is ‘no magic media formula for the easy delivery of 16 to 34 year olds,’ adds, the essential idea behind P2P is to ‘bring advertising to the public, and not vice-versa.

‘It’s up to promoters to find innovative ways to bring clients as close as possible to the consumer,’ he says.

Clients

Launched in January, P2P clients include TV Hebdo, a French weekly tv listings magazine, Nouveau Monde, an outdoor/adventure club, Quality Records and La Brasserie Labatt brands Ice, Maximun Ice and Budweiser.

Parent says P2P will soon introduce a new media option called PubliCar, a rolling, cross-town advertising medium equipped with a major, outsized tv monitor and speakers.

However, Parent promises the vehicle will not be ‘too distracting for pedestrians or car drivers.’

Parent spent seven years with MusiquePlus, alternately heading up promotions, public relations and marketing.