Cossette revamp putsfocus on performance

Montreal: Ad agency Cossette Communication-Marketing says it aims to provide better service to clients with a focus on 'convergent communications.Claude Lessard, Cossette president and chief executive officer, says the strategy involves in-depth research and development, including advances in measurement capability, and...

Montreal: Ad agency Cossette Communication-Marketing says it aims to provide better service to clients with a focus on ‘convergent communications.

Claude Lessard, Cossette president and chief executive officer, says the strategy involves in-depth research and development, including advances in measurement capability, and a focus on client participation.

Lessard says Cossette is investing hundreds of thousands of dollars annually in measurement tools, a prerequisite to a new policy intended to link remuneration to qualitative and quantitative performance.

This month, Cossette, with annual billings of $288 million, is moving all its subsidiaries and divisions to a central building in downtown Montreal.

As part of its expanded r&d efforts, Cossette has established new media or multimedia groups in offices in Quebec City, Montreal, Toronto and Vancouver.