Recognizing talent, potential and good old-fashioned hard work is part of what Cossette is all about. With that in mind the agency is pleased to announce its three newest vice-presidents: Chris Bergeron, Nadja Décarie and Alex Côté.
“I’m proud to count on a team of leaders with such diverse backgrounds and wide array of expertise—factors vital to providing 360° services adapted to the new challenges our clients are facing.” says Louis Duchesne, Executive Vice-President and General Manager of Cossette in Quebec, underscoring their outstanding contributions to the agency’s success and culture.
Ensuring a DNA rich in content
A key player in the growth of digital and content mandates, Chris Bergeron has been promoted to Vice-President, Experience and Content. A trained journalist, Chris was a news desk editor and creative director before making the leap to Cossette in 2014. Since then, she’s made a name for herself with her work on accounts such as Liberté, L’Oréal Paris, Casinos du Québec, and especially McDonald’s Canada, where she was instrumental in landing the agency’s latest digital mandate.
“Chris has shown us that beyond content, the digital realm forces us to redefine how to go about being creative and to better exploit the range of platforms that make up communication environments today,” explained Florence Girod, Chief Strategy Officer. “Chris is an inspiring person who, through her passionate views, has pushed experts within the agency and the entire industry to reflect and evolve.”
Rewarding excellence in account services
Nadja Décarie, who has been with Cossette since 1998, has been named Vice-President, Account Services. Nadja actively contributes to the standing of a number of clients including La Presse, Mentos, Home Depot and Saputo. Working her way up through the agency, Nadja made a name for herself with her leadership on the VIA Rail account, one of the agency’s major national clients.
“Nadja’s leadership both on large accounts and in business development makes her an invaluable asset within the agency,” added Sébastien David, Vice-President, Client Lead. “Her team spirit is legendary—Nadja is a true model of determination and commitment for her peers.”
Supporting the growth of tech mandates
Having forged a career within the agency over the past 20 years, Alex Côté has been appointed to Vice-President, CRM Technology. After completing his studies, Alex came to Cossette as a programmer-analyst and quickly became a key player within the organization. Overseeing the data and tech components for several of the agency’s major clients, Alex now also heads up the national CRM team.
“In 2016, nearly 50% of our revenue was related to digital products. Across Canada, the agency is taking on more and more of these mandates, and they’re increasingly complex,” explained Malik Yacoubi, Chief Digital Officer. “In his new role, Alex will supervise the implementation of seamless, agile processes in the various offices involved in tech mandates. We know his strong leadership will carry on admirably.”
“We believe in our leaders, and we’d like to congratulate Chris, Nadja and Alex for their exceptional contribution. We hope to continue offering growth opportunities that are worthy of their talent,” concluded Mr. Duchesne.
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March 22, 2017: The Ontario Student Assistance Program (OSAP) has just launched the “Get the monkey off your back” campaign to introduce the latest changes to the program. Under these changes, students could be eligible for free tuition or other benefits that help reduce the burden on Ontario students.
A 30 second online video, created by Cossette, laughably follows a student around with a very annoying and disruptive monkey on his back through his day at high school. Throwing food in the cafeteria, breaking equipment in the science lab and splashing paint around the art room, this mischievous monkey represents the burden tuition payments can be for students entering secondary education.
The video ends with the tagline “worried about paying for your postsecondary education? Get the monkey off your back” and leads the viewer to visit ontario.ca/osap. There students can learn more about the new program changes and funding available to help pay for a college or university education.
“When you’re worried about your tuition and how you’re going to pay for it, thinking about it can interfere with everything you try to do,” says Peter Ignazi, Chief Creative Officer at Cossette. “But the new OSAP can help lift that burden and monkey off your back.”
The video runs online and in Cineplex cinemas until April 16. OOH ads run until May 7.
Canadian Ophthalmological Society Sets Sights on New Agency Partners
Not-for-profit medical specialty organization selects sister agency partners Cossette Health and The Colony Project to lead new public awareness campaign
TORONTO, March 10, 2017 – After a competitive RFP process, Cossette Health and The Colony Project have been selected as the new agencies of record for the Canadian Ophthalmological Society (COS). The sister agencies, under the same umbrella of Vision7 International, will work closely together to develop and launch an integrated national public awareness campaign to increase consumer understanding of ophthalmology.
“As the national, recognized authority on eye and vision care in Canada, we see a growing need to educate Canadians on the different types of eye health practitioners and the unique training, education and skills of ophthalmologists,” says Rosalind O’Connell, Manager, Communications and Public Affairs,Canadian Ophthalmological Society. “Cossette Health and Colony demonstrated the creativity and strategy we’re looking for to really bring a campaign to life. We look forward to launching this project with them.”
“While other eye health practitioners can correct vision, only ophthalmologists can restore it,” says Joe Dee, managing director, Cossette Health. “Our passion and spirit for this project engendered a natural chemistry with COS, and we eagerly await being able to highlight the unique role ophthalmologists play in treating eye conditions and diseases.”
Ophthalmology as a practice is not well-understood amongst the Canadian public, except for those who have dealt with eye afflictions. There is general confusion and lack of awareness of the difference between opticians, optometrists and ophthalmologists, the latter of which are the only medical doctors and the only eye health practitioners that can perform eye surgeries. COS aims to educate Canadians about the positive difference ophthalmologists make in the lives of people they treat.
“Ophthalmology is empowering the lives of thousands of Canadians through specialized, medical treatment,” says Amanda Shuchat, managing director, The Colony Project. “We’re so invested in this project and excited about our ability to share the incredible differences ophthalmologists make in the lives of their patients.”
The campaign will launch in spring 2017 and will include a video series, media relations, influencer engagement and an innovation showcase. Cossette Health will lead the creative development with PR and influencer relations led by The Colony Project.
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About Canadian Ophthalmological Society
The Canadian Ophthalmological Society (COS) is a national not-for-profit medical specialty organization and the recognized authority on eye and vision care in Canada. As eye physicians and surgeons, COS is committed to assuring the provision of optimal eye care to all Canadians by promoting excellence in ophthalmology and by providing services to support its members in practice. COS works collaboratively with government, other national and international specialty societies, provincial partners and affiliates, and other eye care professionals and patient groups to advocate for health policy in Canada in the area of eye and vision health. COS is an affiliate of the Canadian Medical Association and an Accredited Provider of Continuing Professional Development, as recognized by the Royal College of Physicians and Surgeons of Canada.
About Cossette Health
Cossette Health is the digital healthcare practice within Cossette – Canada's leading marketing and communications agency. Cossette Health provides integrated communications and digital services to the health industry, while collaborating on and working with new ventures. Cossette Health has domain expertise in healthcare, strategic know-how, and product development capabilities. For more information, visit www.cossettehealth.com.
About The Colony Project
The Colony Project is a national, earned-first agency built to uncover deep insights, smash boundaries and deliver meaningful results. Established in January 2016, The Colony Project is part of the Vision7 group of companies including renowned Canadian marketing and media agencies Cossette, Jungle Media and The Camps Collective. The Colony Project is headquartered in Toronto and has an office in Montreal, offering coverage and bilingual services from coast to coast. For more information, visit www.colonyproject.com.
Rachel Lehman, The Colony Project
In collaboration with Cossette, Children of the Street Society launched its latest campaign to kick-off the “Stop Sexual Exploitation of Children and Youth Awareness Week” in British Columbia.Titled “Uncertain Terms”, the awareness initiative highlights the tactics that online predators use to exploit youth.
With the insight that sexual exploitation is growing as social media sharing has become more accessible to today’s youth, the campaign informs the public that you don’t always know the terms and conditions when sending a compromising photo. Unlike providing private information like credit card numbers to online retailers, sending an intimate photo doesn’t come with terms and conditions before you click “send”.
Out of home ads feature youth about to send a naked photo, with a large “terms and conditions” box to cover their bodies. These boxes provide warnings about the dangers of image sharing that youth won’t always get in real life.
A 30 second TV spot and online video show a youth trying to decide if sending a photo is a good idea, to draw attention to the dangers of online sexual exploitation.
An interactive online component was also developed for parents to help them talk to their kids about image sharing and sexual exploitation. The website allows parents to customize a contract that they can print out and sign. It includes stipulations such as “promise not judge or get mad” and “listen and support your child if something happens”.
TV and Online video will run until September 2017 and out-of-home ads will be displayed in Vancouver transit shelters for four weeks.
Montreal, March 6, 2017 – What do CAA-Québec and VIA Rail have in common? They both have people’s safety at heart when road conditions deteriorate due to the weather. Together, CAA-Québec and VIA Rail provide some reassurance to motorists in difficulty in this video produced by Cossette and Saturne 5, which echoes VIA Rail’s recent “Why don’t you take the train?” ad campaign.
“At first glance, these two companies appear to have competing interests. Yet, they are both anti-stress brands for which security is a priority, and have already been partners for several years,ˮ explained Michel-Alex Lessard, Vice-President, Strategy, at Cossette.
In the video currently making the rounds on social media, host Pierre-Yves Lord—a big fan of the train and a member of CAA-Québec—accompanies Alain, a CAA-Québec patroller, on a snow day. Together, they pamper members in need of assistance and invite them to take advantage of a 10% discount on VIA Rail.
“When we pitched the initiative to CAA-Québec and VIA Rail, they immediately loved the idea of demonstrating the importance of changing one’s winter habits when road safety is at risk,” concluded Michel-Alex.
Clients: CAA-Québec, VIA Rail Canada
Production house: Saturne 5
Director: Jean-Philippe Pariseau
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Montreal, February 28, 2017 – Rogatien is once again singing the praises of Intact Insurance in this new acquisition campaign created by Cossette. The initiative aims to promote the free Good Driving Record Protection that Intact offers to new clients for their home and car insurance.
For the third year in a row, Patrick Huard reprises his role as Rogatien, Quebec’s most famous taxi driver and Intact Insurance’s biggest fan. In the latest television spots, Rogatien redoubles his efforts to provide great service to his own clients and to those of Intact Insurance.
“Last year’s campaign was equally well received by the public, our employees, and brokers,” said Sylvain Marcoux, Director of Communications and Publicity at Intact Insurance. “Consumers want to save money, but they want good coverage as well. Thus, we’ve noticed the campaign’s positive effect on the awareness of both our brand and our offer.”
“To make the various scenarios as entertaining and engaging as they were in the past, we decided to be disruptive in terms of location,ˮ explained Antoine Bécotte, Cossette’s Chief Creative Officer.
Two of the three 30- and 60-second television spots are currently on air, with the third due out later this spring. The campaign will also appear on digital platforms.
Client: Intact Insurance
Media agency: PHD
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Cossette took home three CASSIES Awards, including gold, at the only awards show to highlight ‘Canadian Advertising Success Stories’ for results-driven campaigns.
Cossette won for its work with McDonald’s, General Mills and SickKids:
Cossette was also named on the CASSIES Effectiveness Index as one of top agencies to have had the most effective campaigns over the past three years.
At the same time, the Creative Report Card winners were announced. Jason Chaney, Chief Strategy Officer and Kevin McHugh, Strategy Director were listed as some of the top planners on the newly created ‘Planners list’.
These wins follow a year of success on the national awards show circuit – From Strategy magazine’s highly coveted Agency of the Year to top honours at the Canadian Marketing Association (CMA) gala, including Best of the Best for General Mills' Bring Back The Bees campaign.
Destination Canada has announced Cossette as one of their new agency partners who will inspire travellers to come and explore Canada.
“We are observing dramatic changes in the digital landscape and in the way consumers behave in the travel purchase journey. The global tourism market is fiercely competitive and we need to be smarter than ever about how we engage with travellers while continuing to drive Canada’s global share” said Jon Mamela, Destination Canada’s Chief Marketing Officer “Our new agencies will help us continue to build on our content-centric marketing strategy that is resulting in Canada welcoming its highest number of international travellers in over a decade”.
"Destination Canada is a dream mandate for us - thoroughly modern, looking to break new ground, and one of the most powerful brands in the world. We share a very consistent vision for how brands should go to market now and in the future and we're thrilled to be working alongside the team to bring Canada to the world" said Mélanie Dunn, CEO of Cossette.
Destination Canada’s strategic marketing agencies will be responsible for the Canada brand; content marketing & strategic planning; creative & content production; program management in specific markets and social media programs, as well as analytics/performance and consumer & market intelligence.
Montréal, February 9, 2017 – Cossette took home four awards, including a grand prize, during the 20th Grafika Awards Gala, honouring Québec’s 100 best graphic design projects of the year.
“It’s always an honour to be nominated for a Grafika,” said Antoine Bécotte, Chief Creative Officer at Cossette. “And winning a grand prize for our work with Amnesty International, an organization that defends human rights, it’s truly inspiring for our entire team.”
Cossette took home the following awards:
The Grafika Awards are organized by Infopresse in association with the Société des Designers Graphiques du Québec (SDGQ).
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Vancouver, February 8, 2017: Ronald McDonald House BC & Yukon (RMH BC) has launched the Gift a Moment campaign in anticipation of Family Day on February 13. Using the crowdfunding website, GoFundMe, this new donation platform aims to illustrate the main purpose of donating to the house – to keep families together during stressful times.
Developed by creative agency Cossette, with the help of illustrator Adela Kang, Gift a Moment began with the insight that each family entering the doors of RMH BC & Yukon isn’t simply provided with a bed to sleep in at night, but is given the opportunity to spend precious moments with their seriously ill child.
Chief Executive Officer of RMH BC, Richard Pass, explains, “For over 30 years, RMH BC has been providing a home away from home for families when their seriously ill child is undergoing major treatment. But what we do goes beyond providing a living space. We are giving families the chance to continue sharing precious moments together. This campaign gets at the heart of what we do, and shows that every donation can make big difference in the lives of these families and their children.”
Because there are 73 rooms at the RMH House, 73 individual fundraisers were created. Each fundraiser represents a unique family moment people can donate to: finger painting with siblings, a family game night of Monopoly and even a bedtime story from Mom, to name a few. Many of the moments actually feature real RMH families, bravely sharing the story of their seriously ill child—like Aeson, who was diagnosed with cancer at only 13 months; Rown, who started fighting a rare blood disorder before his second birthday; and 4-year old Maisie who was partially paralyzed but learned to walk again while staying at Ronald McDonald House.
“Having those families share their story allows people to develop an authentic and emotional tie to the specific moment being gifted”, says Michael Milardo, Executive Creative Director of Cossette Vancouver.
A small donation can mean a lot to these families, instead of asking for hundreds or even thousands of dollars, the fund goal for each moment is different and is as low as $18.
The campaign will be supported by posts from RMH BC social media platforms. Donations can be made at giftamoment.ca.
Former Leo Burnett Exec Joins Cossette As the Agency Ramps Up its U.S. Growth
Chicago — January 23, 2017 — Adam Friedman has joined Cossette Chicago as SVP, Head of Strategy. Formerly Senior VP and Strategy Director at Leo Burnett Chicago, Friedman joins Cossette as the agency – which launched in 2014 with its win of the local McDonald’s business – initiates aggressive growth plans for the U.S.
“Adam joins us at an exciting time,” said Alyssa Huggins, who leads Cossette Chicago. “Many marketers want a ‘right-sized’ agency that can work in a consultative fashion on big business challenges, and then solve those challenges with strong strategic thinking and outstanding creative work. This, plus an expectation of agility and transparency – is something we’ve always offered our clients. We will benefit from Adam’s client-side and agency experience, and were impressed by the entrepreneurial passion which led him to Cossette.”
Friedman brings 20 years of experience to the agency. He has contributed to the success of brands like American Express, Ann Taylor, Astra Zeneca, AT&T, Cartier, Kellogg’s and Sony, with particular expertise in driving new product development, product launches and broad-scale brand repositioning. During his six years with Leo Burnett he led the rebranding and repositioning of Fifth Third Bank and the communication platform development for Sprint’s 4G LTE Network.
“In the age of big and bigger data, I am always in search of more modern and human ways to uncover what makes consumers tick,” said Friedman. “I gravitated toward the silo-free environment of Cossette where ideas can spread quickly and the team is completely integrated. The model creates a shorter distance between the insight and the idea, and ultimately the work.”
In addition to being an active student of human behavior, Friedman is an avid back-packer and long-distance cycler who loves music and travelling with his wife Nicole and their son Julian. He is a graduate of Boston University.
About Cossette Chicago:
Cossette is a fully integrated marketing communications agency with 600+ employees and offices in Chicago, Toronto, Vancouver, Montreal, Quebec City and Halifax. Cossette was recently awarded Strategy’s Agency of the Year, and Cossette Chicago was recognized by Advertising Age as one of the 50 Best Places to Work. Cossette was founded in 1972 and has a client list that includes McDonald’s, Aeroplan, General Mills, BMW, Ronald McDonald House Charities, TELUS, TD Bank, Campari and SickKids Foundation.
Montréal, January 24, 2017 – VIA Rail Canada, Touché! and Cossette have just launched a follow-up to the fall 2016 campaign, “Why don’t you take the train?”. The latest initiative is calling on motorists to put their cars into hibernation this winter.
Aimed at making people question their habit of driving their car to travel between cities, the campaign focuses on the benefits of winter train travel and positions it as the smart choice when road conditions are poor. In fact, one component of the campaign was specifically designed for snow days and is called “Another beautiful day to travel.”
The integrated campaign, will run through the winter and includes pre-roll ads, highway billboards, digital advertising in Toronto Star Touch, as well as TV, web and social media banners. To help drive the message home, a series of editorial videos will be shared on VIA Rail’s social networks describing how VIA Rail is doubling its efforts to outsmart winter.
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Ad Her, a collaboration of Cossette Chicago employees Katie Palmer and Julia Matthews, was created to impact young women and strive for positive change in the Chicago advertising community through creativity, diversity and inclusion.
Ad Her aims to inspire high school girls from under-represented backgrounds to seek out advertising as a career: connecting them with mentors, technology and professional skills that create more inclusive opportunities for all.
Selected students will be paired with mentors and given the mission to find an ad that’s is a misrepresentation of women of color. The students will be provided with the resources to recreate a version of this ad through their own eyes and experience all facets of creating an ad - from conception to completion - in less than 24 hours.
5 winning students will be awarded scholarships for continuing education.
And asking Canadians, if you put bacon on a Big Mac, is it still a Big Mac?
McDonald’s Canada has announced the first change to the Big Mac since it’s arrival in Canada 50 years ago: for one month they’re adding three strips of Canadian bacon to the restaurant’s most iconic sandwich.
Since the Big Mac is such a legendary product and changing the recipe is a big deal, McDonald’s and creative agency Cossette are rolling out a campaign to ask Canadians “Is a Big Mac with bacon still a Big Mac?”
Montreal, December 16, 2016 – McDonald’s Canada recently unveiled the second phase of its #dadication campaign, developed in creative conjunction with agency partners Cossette, Weber Shandwick, OMD, Tribal and Étienne Boulay.
To strengthen its connection with Quebec parents, McDonald’s launched a campaign targeting mothers but featuring fathers. Inspired by the evolving role dads play within the family unit, McDonald’s is honouring the modern-day dad and his #dadication to making family members happy in sometimes less-than-perfect situations.
“McDonald’s has always been close to Quebec families and wants to continue positioning itself as a smart choice,” said Carl Pichette, Senior Marketing Manager for Eastern Canada at McDonald’s Canada. “Like us, dedicated dads are always on a mission to discover new opportunities combining quality and family fun, and they know McDonald’s provides the carefree environment and sensible food options they’re looking for, like the Happy Meal.”
“With his blog Ma Famille Mon Chaos, where he shares thoughts on his family and daily life while offering tips on fatherhood, Étienne Boulay is the perfect ambassador of the #dadication movement,” noted Cossette’s Chief Creative Officer, Antoine Bécotte. “This campaign is an ideal opportunity for McDonald’s to spark discussions around, and an emotional connection to, the role of a dedicated dad.”
The first #dadication online video featuring Étienne Boulay was launched on November 21, and invited Quebec fathers to be part of the story. Since then, many fellow fathers have been enthusiastically answering the call, on the “Ma Famille Mon Chaos” Facebook page as well as on Twitter and Instagram, to share their own tips and tricks using the hashtag #paparfait (the French version of #dadication).
The campaign will be supported by a media tour including radio and television appearances by Étienne, as well as by blog articles about family life and three promotional videos available online until December 25th.
Agencies: Cossette, OMD, Weber Shandwick, Tribal
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For more information:
Vancouver, December 6, 2016: Eagle Energy, the world’s first caffeine infused energy inhaler, is launching its latest campaign, Stay Sharp. The Vancouver-based company is aiming to distinguish its nicotine-free inhaler in a sea of sports energy drinks.
“To make an effective caffeine product that addressed all the negatives associated with drinks, we had to look at new innovations. Through inhalation we could create a natural product made up of guarana, ginseng and taurine, and leave out the sugar” says Marketing Director, Matt Lang.
In an act to exemplify what can be accomplished with this revolutionary new way to consume energy, creative agency Cossette Vancouver developed a 60-second video that aims to exert as much mental energy as possible.
Directed by Scott Gairdner of Mathematics, the spot opens with a charismatic announcer in an empty warehouse asking the viewer “What’s the best way to get a boost of mental energy?” He then begins to quickly unfold a series of stunts that highlight the unique benefits of Eagle Energy, including:
“Eagle Energy is all about mental energy and we wanted the creative, and creative process, to reflect exactly that,” says Michael Milardo, Executive Creative Director of Cossette in Vancouver. “So the team put a ton of mental energy into developing these stunts and building them"
The campaign will run online with paid media in the US, Japan and China.
Vancouver B.C., November 28, 2016: Following their latest string of new business wins, Cossette Vancouver is expanding with the addition of three new hires: Creative Director of Design, Lisa Nakamura; Account Director, Lindsey Maloney; and Director of Integrated Production, Emily Miller.
“Our momentum has been outstanding and the new hires are an incredible reflection that our new business wins are truly diverse with a strong focus on Digital, CRM and Design,” says Cossette SVP and General Manager Nadine Cole. “Each of these individuals brings leadership and a strong spirit of collaboration that will serve our clients very well.”
Lisa Nakamura joins Cossette from her role as Creative Director of Design at Rethink Communications in Vancouver. She has worked with clients such as A&W, Sobeys, Molson Canadian and Coast Capital Savings.
Before moving to Vancouver just over two months ago, Lindsay Maloney held senior account positions at CHE Proximity as well as Clemenger BBDO in Melbourne, Australia. She has managed accounts with Telstra, The Mirabel Foundation, Mercedes-Benz and Yellow Pages.
Previously, Emily Miller was Operations Manager at Epilson in Dublin, Ireland and responsible for all production on the Dublin and London teams on the Google account.
This boost in Cossette Vancouver’s team reflects the latest additional business for Cossette, including: Sephora, Yukon Tourism and Chatters Salons.
Montreal, November 24, 2016 – Cossette came out on top at the Boomerang Awards, the only awards show to cover the entire digital industry in Quebec. The agency was the big winner of the night, taking home ten awards including six Grand Prizes.
"What a year for Cossette! These awards demonstrate our creative, strategic and technological depth," says Malik Yacoubi, Chief Strategy and Development Officer at Cossette and member of the Boomerang Awards Jury. “We are all very proud that the quality of our product is recognized and welcomed by the industry."
The awards won recognized a diverse roster of client projects:
November has been big month for Cossette since winning Strategy magazine’s highly coveted Agency of the Year. The agency also won top honors at the Canadian Marketing Association (CMA) gala, including Best of the Best for General Mills' Bring Back The Bees campaign.
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Toronto, November 21, 2016 – Canadian ad agency Cossette walked away with the top prize at the Canadian Marketing Association’s annual award show, winning “Best of the Best” for “Bring Back The Bees” an integrated marketing campaign for the General Mills Honey Nut Cheerios brand.
“Bring Back The Bees,” which also won multiple Golds at the CMAs, is a multi-pronged marketing campaign that aims to raise awareness of diminishing bee populations and to inspire and empower Canadians to help support Canada’s bees by planting wildflowers in their communities.
Cossette also won multiple CMA Gold awards for “Unpaused” a fundraising campaign for SickKids Foundation which, like “Bring Back The Bees” has received widespread industry acclaim within the international marketing community.
Cossette also won CMA awards for clients McDonald’s and SAQ.
The CMA gala, held annually in Toronto and attended by some 2,000 marketing and advertising professionals, capped off a highly successful month of award wins for Cossette.
Earlier, the agency was named “Agency of the Year” by the industry trade publication Strategy magazine. Cossette also won multiple Golds at the Canadian Media Innovation Awards last week, in addition to winning top honors at the Advertising and Design Club of Canada show.
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