CHICAGO (AdAge.com) -- Regional ad agencies usually resent being forced to handle out-of-the-way project work while bigger-market shops scoop up all the agency-of-record glory, but a coalition of agencies in Montreal is going to unusual lengths to do just that. "Being a regional market is no longer a pain in the ass," said Sebastien Faure, president of agency BleuBlancRouge. "Now it's an opportunity."
via adage.com
Here's a follow-up to my previous post about the YUL-Lab; A view from YYZ.
This item in today's AdAge essentially outlines what the 'lab' is all about: a living, breathing, marketing laboratory based on the rationale that Quebec's relative cultural isolation -- its language barrier prevents much outside media from seeping in, and vice versa -- makes it an ideal place for U.S.-based marketers to experiment with new ideas and approaches before rolling them out to wider audiences.
Glad to see the story seems to have evolved in the past few months. The lab seems to now be about Montreal as a small market where marketers can experiment rather than some kind of microcosm of North America that can act as a predictive test market.
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