Stagwell buys Montreal’s Luxine PR and merges it with Veritas

Veritas parent company Stagwell has acquired Montreal full-service PR and influencer marketing agency Luxine to better service the Quebec market.

The newly augmented Quebec offering will operate as LuxineVeritas, with Luxine joining Veritas Communications as “the next step in its ambitious growth strategy to focus on local markets across Canada,” according to Stagwell, which reported earnings yesterday. Stagwell’s Canadian agency roster also includes DonerNorth, Meat & Produce and Dyversity Communications.

Luxine founder, Caroline Dubé (above, left), has been appointed senior vice president and head of newly created, LuxineVeritas. She joins the Veritas executive leadership team as well.

Veritas first opened its Montreal office a decade ago. Stagwell says the opportunities in Quebec have far surpassed the size of the existing footprint, while clients and brands have recognized the need for made-in-Quebec strategies for Quebec-based audiences. The acquisition of Luxine will bolster the agency’s ability to meet that demand.

“First and foremost, finding a strategic partner that actually is a true thought partner, was fundamental in this decision,” says Krista Webster (right), president and CEO of Veritas Communications, which counts among its clients Subway, Mark’s and Corona and who says its “big, complex” brands in Canada deserve a high level of strategic thinking that extends into Quebec.

As Webster explains, it was important to keep the Luxine name because it wanted to make sure the acquisition was both symbolic and a business move that acknowledges the “importance of local,” and servicing Quebec clients.

After all, Webster notes, Luxine really understands the local market, and grew it from the ground up.

Launched 12 years ago, Luxine is a corporate and consumer boutique PR agency, which counts among its current client roster, plus-sized apparel brand, Claire France and chocolatier, Allo Simmone.

Luxine provided press, event and influencer support when when Nescafé-owned Nespresso teamed up with Swedish bike brand Vélosophy to produce a bicycle made from recycled aluminum coffee capsules. Luxine has also been an event partner with SodaStream and Vitamix.

Caroline Dubé tells strategy media, influencer relations, and XM are the “three main pillars that it serves.”

Dubé says in order to be relevant in Quebec, Luxine needs to continue to keep serving local clients, but that it’s used to serving bigger clients with international and national structures, and has a proven ability to navigate between the two.

The Veritas Montreal team has moved into Luxine’s office space, while Dubé’s PR, influencer and social practitioners have already joined the existing Montreal Veritas team to support national clients. LuxineVeritas’ full staff complement now totals around 75.