Anyone who’s had the pleasure of talking to Marc Fortin will tell you he’s the human embodiment of kindness. His imminent retirement after 35 years in the advertising industry – 19 of them at LG2 – is a reminder of how quickly time flies. But being in the presence of the soon-to-be ex-partner and chief creative officer of LG2’s Montreal office is also a reminder that passion for your craft can go hand in hand with taking time to enjoy life.
Time took on a new meaning with the pandemic’s sudden arrival five years ago (already!). This event marked a turning point in Marc’s life: outside of working hours, he found himself with a lot of free time he could devote entirely to himself. He began to walk – a little, a lot, passionately – then he took up running.
He began roaming the streets of Rosemont–La Petite-Patrie, his beloved neighbourhood for the past 30 years. Then he thought, why not get to know another neighbourhood? And so he set off across Montreal, one podcast at a time. With a brisk stride or on his bike, he stopped here and there for a cortado, becoming a self-professed connoisseur of all the best coffee places in town.
He’s also a fan of cross-country skiing, a sport that’s now an integral part of his routine since he took it up during the first winter of COVID. Marc feels just as at home in nature as he does in the city. Whenever he can, he takes advantage of the open spaces Montreal has to offer, recharging his batteries as he glides across white-covered parks and explores the city’s urban nature.
When he’s out on his own, he gets lost in the sound of podcasts and local music. The French language draws him in and makes his heart beat faster. You can see his eyes light up when he talks about Le Roy, la Rose et le Lou[p], the most beautiful concert he’s ever been to. And he’s been to a lot! Art in all its forms is emotional fuel for Marc: it makes him feel alive. He describes himself as a cultural patriot, and whether through music, literature, film or – of course – gastronomy, supporting the work of local artists is a commitment he takes seriously.
With retirement on the horizon, Marc says he’s ready to slow down and explore. He’s got his sights set on starting a large vegetable garden and maybe opening an art gallery (who knows?). He also wants to travel – without taking too many photos so he can capture memories in real time – continue going to shows and discover new cafés and restaurants. And at the top of his to-do list is spending time with Maryse, his partner, and their three children, all young adults of whom he’s incredibly proud.
What stands out most as his career draws to a close? The human experiences that have shaped him. Although he says the most striking change in our industry is the speed at which ideas now have to be developed and executed, Marc has always taken the time to listen to and be fully present for his colleagues. His kindness has influenced LG2’s culture over the last two decades.
Asked if he was surprised by the trajectory of his career, having studied business administration, Marc responded, “Yes and no. I wanted to have fun, that’s all.”
Marc, everyone at LG2 wishes you all the best as you slow down, enjoy yourself and, most importantly, come visit from time to time to give us your invaluable advice. One thing’s for sure: we had a lot of fun with you.
Happy retirement!
LG2 would like to thank Elsdale Buvette de quartier for welcoming us as part of the PEEK series.
Marc Fortin, Former Partner and Chief Creative Officer
