Alouettes, gentile Alouettes!

After four years heading up Bleublancrouge as president and COO, Bernard Asselin is moving over to the sport side to pursue his passion, according to a release.

Asselin is joining the Montreal Alouettes as its CMO/VP sales in a newly created role, responsible for branding, marketing, sales and fan experience for the sports team. BBR is currently the Alouettes’ AOR.  Prior to joining the agency in 2010, Asselin worked on the media side as VP, marketing and reader sales at the Montreal Gazette, as well as VP at Bell.

“With his success at RDS, Bell, The Gazette and Bleublancrouge, Bernard is the ideal candidate to drive our company’s innovation and experience offering,” said Mark Weightman, president and CEO of the sports team.

Asselin will shift into his new role gradually, and is expected to take the helm full time as of Dec. 1.

Earlier this year, Bleublancrouge revamped its creative team, bringing on board Jonathan Rouxel to help lead the creative department and shifting Gaetan Namouric into a creative and strategic planning role.

Image courtesy of Shutterstock.