Paul Hétu has always wanted to be in advertising. ‘I was interested in the way art and creativity could communicate a message and influence people,’ he says.

For 27 years he has worked in the business for such well-known agencies as Ogilvy & Mather, Cossette and PNMD Communications where he acted as partner and co-owner. Now he plans to use all that experience as the new VP for the Association of Canadian Advertisers (ACA) in Montreal, where he feels he can, ‘help advertisers have a better relationship with agencies.’

That goal, according to Hétu, ‘is a key ingredient in the recipe for marketing success. By this I mean that both sides must work in tandem to produce the desired outcome. There must be a clear understanding of respective roles and responsibilities, and a shared vision of what needs to be done.’

What would you be doing if you weren’t in advertising?

I would be doing whatever it takes to be in advertising! From the age of 16 I fell in love with advertising and spent my university years pursuing courses that would give me the necessary background to make it.

Who do you admire most in the world of marketing/advertising?

Sam Walton, founder of Wal-Mart. Anyone can say their goal is to strive to reduce retail prices, but his brilliance was really making it happen. Not only was he able to do it, but he was improving year after year on delivering this promise to cut costs for consumers.

What work are you most proud of?

I am most proud of having contributed to the success of Réno-Dépôt.

It was a new retail concept, and the consumer experience of the store delivered exactly on the promise created by our advertising.

What are the best/worst campaigns out there and why?

I only judge the quality of campaigns by the results. A good or bad campaign is not one you like or dislike; for me the only qualifier is did the campaign do the job that you set out to do.

In other words, some executions you might love may not generate the return on your investment. On the other hand, some executions you might judge to be lacking in creativity may provide an excellent ROI.

What is the main issue facing advertisers in Canada today?

Demonstrating conclusively the ROI of their marketing communications. We must deliver measurable value to the company and its shareholders.

Is there a major difference between the Quebec industry versus the rest of Canada?

Yes – the challenges are bigger in Quebec. There are two languages to deal with and a smaller population to amortize your investment, but the same production costs and strategic challenges.