Cossette named lead integrated agency for the SAQ | Cossette

Cossette named lead integrated agency for the SAQ



Following a public request for proposals, the Société des alcools du Québec (SAQ) has chosen Cossette as its lead integrated agency. Cossette will contribute to the brand’s strategic and creative vision as a whole, on all platforms, as well as provide strategic advice in the areas of experiential and relationship marketing, and digital activities. It will also be responsible for creating and producing marketing communications campaigns and handling media planning for the SAQ.

“We were looking for a partner that was both creative and strategic, given the challenges today’s retailers are faced with,” explained Sandrine Bourlet, Director of Experiential Marketing at the SAQ. “Following a rigorous selection process, Cossette distinguished itself by its understanding of the consumer data, and showed us it has both the approach and expertise to support us in developing our customer experience, most notably in the shift towards relationship marketing.”

As a major retailer and leader in customer experience and marketing innovation, the SAQ has clearly demonstrated its desire to place the customer at the heart of the retail experience, specifically through its SAQ Inspire relationship program and its transition to an omnichannel distribution model.

“Working with the SAQ means being a part of the lives of millions of Quebecers, which is something our team takes great pride in. The SAQ’s aspirations are strong and engaging, presenting challenges for us that are as diverse as they are exciting,” said Louis Duchesne, Executive Vice-President and General Manager at Cossette. “This new mandate is perfectly in keeping with Cossette’s positioning, which is based on our unparalleled expertise ranging from creativity to technology, and everything in between.”