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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.

Chris Hirsch 9x11

Brands are no longer competing against each other to be seen and heard. They are competing against every other piece of content in consumers’ lives.

Chris Hirsch

Partner, Vice-President, 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

Nellie Kim 9x11 1

Nellie Kim

Partner, Vice‑President, Executive Creative Director – Toronto

Chris Hirsch 9x11

Chris Hirsch

Partner, Vice‑President, Executive Creative Director – Toronto

Luc Dusault 2000x2500

Luc Du Sault

Partner, Vice-President, Executive Creative Director - Québec

Nicholas Paget tempo 9x11 1

Nicholas Paget

Vice-President, Executive Creative Director - Montreal

Marie Christine Cayer 9x11 1

Marie-Christine Cayer

Partner, Vice‑President, Account Services – Montréal

Julie Pilon 9x11 1

Julie Pilon

Partner, Vice‑President, Account Services – Montréal

Marilou Aubin 9x11

Marilou Aubin

Partner, Vice-President, Executive Creative Director - Montreal

Francois Sauve 9x11 1

François Sauvé

Partner, Vice-President, Executive Creative Director – Montreal

Nicolas Boisvert tempo 9x11

Nicolas Boisvert

Partner, Creative director – Québec

Nellie Kim 9x11 1

Nellie Kim

Partner, Vice‑President, Executive Creative Director – Toronto

Chris Hirsch 9x11

Chris Hirsch

Partner, Vice‑President, Executive Creative Director – Toronto

Luc Dusault 2000x2500

Luc Du Sault

Partner, Vice-President, Executive Creative Director - Québec

Nicholas Paget tempo 9x11 1

Nicholas Paget

Vice-President, Executive Creative Director - Montreal

Marie Christine Cayer 9x11 1

Marie-Christine Cayer

Partner, Vice‑President, Account Services – Montréal

Julie Pilon 9x11 1

Julie Pilon

Partner, Vice‑President, Account Services – Montréal

Marilou Aubin 9x11

Marilou Aubin

Partner, Vice-President, Executive Creative Director - Montreal

Francois Sauve 9x11 1

François Sauvé

Partner, Vice-President, Executive Creative Director – Montreal

Nicolas Boisvert tempo 9x11

Nicolas Boisvert

Partner, Creative director – Québec