Quebec

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AAPQ finds Quebec brands undersupported

The Association of Quebec Advertising Agencies (AAPQ) has always known that advertising builds brands, but now it has the proof. The findings of a study conducted for the AAPQ by Ipsos-ASI demonstrate that marketing communications account for 43% of brand strength.

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Claude Cossette: The Voldemort of Quebec’s ad industry

Claude Cossette is the Voldemort of Quebec’s adverting industry. For those who haven’t read J.K. Rowling’s Harry Potter books, Voldemort is a former Hogwarts School of Magic sorcerer who turned to the dark side. Pupils are not allowed to use his name, and refer to him only as ‘you know who.’
Of course the ad agency that he co-founded and which bears his name – Cossette Communication Group, Canada’s largest and arguably most successful agency- is talked about all the time. But Claude Cossette left the agency in 1981 to pursue an academic career. Since then, the industry has pursued an unofficial policy of benign neglect towards him.

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Determination replaces frustration

A sense of optimism has swept through the Quebec agency community. Four months ago, many oozed cynicism at the thought of le Grand Virage, which kicked off Nov. 12 with le Ralliement de l’industrie, a three-day conference to confront issues haunting Quebec advertising. It’s a waste of time, they said, blowing it off as just another opportunity to sit around and listen to whining about Quebec creative.

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Then and now: Tracking progress in Quebec

The attitude in Quebec is different, but is anything else? In the March 2, 1998 issue of Strategy, we approached four senior agency executives in Quebec and asked them ‘Is the Quebec ad industry sick?’ Now, three-and-a-half years later, Astrid Van Den Broek revisits those same four to find out what’s changed.

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VW hits the slopes for Quebec

When you’re blessed with a tag line as omnipotent as Volkswagen’s ‘Drivers Wanted,’ you stick with it. After all, it’s the most recognized signature among car makers, and it’s credited with helping to revive VW’s viability in North America after near extinction.
So for the Quebec market, you simply translate that all-powerful tag line into French, right?

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Preventing the fall

Despite rumours, the Quebec ad industry is not sick. Being sick implies some kind of diagnosis. Instead, many in the industry describe it as more of a general malaise.

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Quebec creatives take to the streets

Michel Proulx asked himself a question: ‘Am I having fun?’ Sure, the 39-year-old liked his job as group creative head at Montreal-based Cossette Communication-Marketing, working on major accounts such as Molson. But something was missing.

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Variations on clever theme keep milk fresh

Constant complaints of protectionism and polarization can make any agency type feel down. But as two winners at last month’s Coq d’ors show can attest, Montreal’s agencies can still craft truly outstanding creative.

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Need to sell your classified ads?

Constant complaints of protectionism and polarization can make any agency type feel down. But as one of the winners at last month’s Coq d’ors show can attest, Montreal’s agencies can still craft truly outstanding creative.

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Does a distinct society need distinct creative?

Danone sells food products, Chantelle sells lingerie. Both international companies are based in Paris, and both have campaigns underway in Quebec. Danone is using a separate campaign for the Quebec market, Chantelle is using the same campaign all over the world….

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Throwing off the protectionist shackles

I have resigned as president and chief creative officer at PNMD Communication, a partner of Montreal’s BBDO. I’m turning over a new page in the life of an adman. Hardly an earthshaking event. And it’s for the usual reasons, too: maturity,…