MEDIA | BRONZE
This story was originally published in the 2023 fall issue of strategy magazine.
Change is as good as a rest, the saying goes. And Cossette Media must be feeling quite refreshed after the amount of change its gone through over the last couple years. In that short time, the shop has seen a shuffling of its senior leadership team, the launch of a Responsible Media Solutions group, and enhanced access to capabilities through Plus Company Canada.
Last fall, the agency brought Andrew Butts on board as SVP business leadership (now GM of Ontario and West Canada) and promoted SVP Brian Cuddy to head up its Responsible Media Solutions group. Over at Plus, accomplished industry veteran Karine Courtemanche joined the network of entrepreneurial agencies as EVP of Plus Company Canada and president of its media group, which includes Cossette Media and Jungle Media.
Cossette Media has also made investments in analytics, talent and resources to create a Responsible Media Solutions division. At the time of its launch in late 2022, the agency told strategy sister publication Media in Canada that the group is testing, measuring and attempting to offset carbon emissions with clients in the digital advertising space. It also introduced the “Purpose Marketplace,” which is designed to match digital publishers with brands to ensure that they’re in an environment that actually adds value. Another result of that group will be seen in the upcoming launch of a new tool that will bring generative AI to the forefront, says Cossette Media’s Butts.
The agency was also given access to an integrated suite of firms when the spin-off of Vision7 and other agencies formed Plus Company Canada in late 2021. This meant that the media shop was even more connected to creative agencies Cossette, K72, Camp Jefferson and Eleven; fellow media shop Jungle; PR firms Citizen Relations, Middle Child and The Narrative Group; performance marketing agencies All Inclusive Marketing and PathIQ; and specialist arms Munvo (marketing technology) Gene Global (health), Impact Research, Magnet (tech and data) and Septième (production).
Butts uses the Air Canada “Vibes from Down South” campaign as an example of a recent collaboration between Cossette Montreal and another Plus Company agency PR firm Citoyen (Citizen Relations Montréal). The campaign ran from mid-December 2022 to March of this year in Quebec, with the two agencies working together to counter the airline’s brand erosion post-pandemic. It featured four Quebec singers collaborating with four artists to reimagine classic songs on Spotify, and included contests and influencer content across social. As a result, Air Canada’s brand scores increased by over 12% for both positive impression of the brand and trust.
Cossette Media clients are taking advantage of its connection to the network, says Butts, as there is value in being able to tap into a variety of disciplines and bring different schools of thought to the table. “Nearly 50% of our revenues come from being able to offer those integrated clients other disciplines covering areas such as creative, social, PR, CRM and content creation to be a true marketing partner,” says Butts. “What we’re trying to do is erase the borders between those communication disciplines through collaboration.”
Butts sees Cossette Media and Plus Company as having a unique business model. It’s not a big holding company or an independent shop, but a network that has allowed the agency to make very pointed investments on behalf of Canadian clients. “[We’re] a new breed of marketing partner, one that is going to challenge [clients] on ideas and bring forward impact to their business. That’s first and foremost,” he says. “We are deeply committed to… ensuring that we establish the best possible media ecosystem going forward – one that delivers on a responsible media mandate, one that betters our clients’ businesses, and one that betters media for consumers.”
Key New Business
Novo Nordisk, SNC Lavalin, Aviva, Steam Whistle Brewing, CNESST, Ville de Québec, Autorité des marchés financiers, Fédération des cégeps du Québec, Conseil de l’industrie forestière du Québec, l’AMF.
Office
Toronto, Vancouver, Montreal, Quebec City, Halifax
Staff
205
CASES
1. Work smarter, not harder. Telus faced a perfect storm of competitive pressure, media rate hikes and economic uncertainties leading into Black Friday/ Cyber Monday. So Cossette utilized Google trends data to pinpoint early November as the time to capture consumer interest. The agency focused on early market presence, datadriven targeting and a “war room” approach to succeed during the shopping period.
2. For Elections Québec’s unconventional “Provincial Elections” campaign, the agency eschewed popular influencers for a squad of “non-influencers” in order to get out the vote.
3. Facing a vehicle shortage, the Quebec Toyota Dealers Association chose to focus on future brand consideration. The “Quest for Silence” campaign targeted stressed millennials in noisy urban areas with the brand’s hybrid offerings.
