Toronto-based J. Walter Thompson and Groupaction Marketing of Montreal have formed a long-term strategic alliance.

Groupaction replaces Blouin Coulombe Dube Thompson, which has been jwt’s Quebec operation since it bought into Blouin Coulombe Dube in 1992.

John Clinton, jwt president and chief executive officer, says while jwt will not have an ownership stake in Groupaction, Blouin Coulombe Dube will be merged into Groupaction, and that most of its clients will be moving.

Groupaction will continue to work with consortiums to pursue government accounts.

Groupaction President Jean Brault says to accommodate the additional business, the agency will invest $2 million to increase facilities at its Montreal head office.

Blouin Coulombe clients include Bombardier and Canadian Adhesives, and the agency has been short-listed for the Gaz Metropolitain account.

Groupaction lists clients such as Cantel Cellular Service, Fidelity Investment, and Justice Canada (as a consortium member.)

jwt’s roster includes DeBeers, The Discovery Channel, Kellogg, Kraft, Pepsi-Cola and Warner-Lambert.