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Advertising

Advertising today must be as compelling as what it used to interrupt

The 100-year reign of the interruption model is over and the stakes are higher than ever for marketers. From ad blockers to platform proliferation, brands can no longer simply pay to be seen. And that’s a good thing. Because it places a premium on what advertising should be. Relevant. Authentic. Honest. And above all, provocative. If advertising does not provoke a reaction, an emotion or an action, then it is wasted. And if it does not provoke the right reaction, in the right people, at the right time, then it is ineffective or worse, counterproductive. But with the right combination of data, strategic insight, creativity, craft and tech, advertising can take a brand from cultural spectator to culture creator.

Paget Nicholas 2022 c Alexi Hobbs Consulat

The best brands today don't simply reflect popular culture, they contribute to it. They help shape it, for the better.

Nicholas Paget

Vice-President, Executive Creative Director

Every brand has the potential to shape culture

Traditional advertising delivers traditional quarterly results. We help brands shift from temporary transactional relationships with their consumers to longer-lasting emotional connections. When brands truly understand their consumer and the culture they live in, they can move beyond brand storytelling toward actively shaping culture and becoming a voice that people actually want to hear rather than mute. When a brand’s purpose is relevant, authentic and powerfully communicated, it can become an essential part of people’s lives. This commitment to creating culture-shaping content and brand experiences is what helps us drive transformational business change for our clients.

Remember the word “viral”?

Advertising has changed dramatically in recent years and the pace of change is increasing; innovations in technology, platforms and technique are constantly pushing the boundaries of how brands connect with consumers. While it’s tempting to grasp the latest buzzword for support, we believe that the foundation of great advertising will always be great creativity. What has changed is that great creativity is no longer the exclusive domain of the creative department. By removing silos and fostering collaboration, we empower every employee to think creatively, focusing their expertise on what matters: changing culture for the better.

  • Advertising: film (long-form, short-form, snackable, activations, native, documentary, preroll), web/interactive, social, OOH, radio, print, stunts, banners, takeovers. If it’s the right format to help a brand shape culture, then we make it happen.
  • Production: Our in-house team of producers, editors and motion designers deliver integrated campaigns on time and on budget.
  • Measurement: Analyzing a campaign’s effectiveness starts with establishing KPIs before a campaign is even briefed. Some examples are ROI, brand awareness, increase in purchase intent online and in-store, value of an ad buy or increase in web traffic.
  • Media and research: We work with best-in-class media and research partners throughout a campaign’s development and launch to ensure effectiveness and maximize efficiencies. These global partnerships optimize multi-channel planning, performance measurement, analysis and media buys (paid) as well as owned media and earned impressions.
  • Advertising (cont'd): We define advertising as anything that helps brands connect more meaningfully with consumers. This means that every expertise we have within our walls – Strategy, Digital Experience, Architecture, Content, Packaging, Branding and Innovation – is focused on the same goal.

Our experts

Du Sault Luc 2022 Intranet

Luc Du Sault

Partner, Vice-President, Executive Creative Director - Quebec City

Paget Nicholas 2022 Intranet

Nicholas Paget

Vice-President, Executive Creative Director - Montreal

Cayer Marie Christine 2022 Intranet

Marie-Christine Cayer

Partner, Vice‑President, Account Services – Montreal

Aubin Marilou 2022 Intranet

Marilou Aubin

Partner, Vice-President, Executive Creative Director – Montreal

Sauve Francois 2022 Intranet

François Sauvé

Partner, Vice-President, Executive Creative Director – Montreal

Boisvert Nicolas 2022 Intranet

Nicolas Boisvert

Partner, Creative director – Quebec City

Du Sault Luc 2022 Intranet

Luc Du Sault

Partner, Vice-President, Executive Creative Director - Quebec City

Paget Nicholas 2022 Intranet

Nicholas Paget

Vice-President, Executive Creative Director - Montreal

Cayer Marie Christine 2022 Intranet

Marie-Christine Cayer

Partner, Vice‑President, Account Services – Montreal

Aubin Marilou 2022 Intranet

Marilou Aubin

Partner, Vice-President, Executive Creative Director – Montreal

Sauve Francois 2022 Intranet

François Sauvé

Partner, Vice-President, Executive Creative Director – Montreal

Boisvert Nicolas 2022 Intranet

Nicolas Boisvert

Partner, Creative director – Quebec City