What Québec Wants™

Knowing when to adopt, adapt or create.

There’s an interesting article about marketing in Quebec in the latest issue of Marketing Magazine.

Following are two excerpts about Headspace Marketing and what we believe. Click here for the full article.

Eric Blais, president of Toronto's Headspace Marketing, was born and raised in Quebec and has made a business out of helping marketers understand its nuances. His firm conducts research and helps develop marketing plans for companies looking to make inroads with consumers in the province. "I always say to our clients that there are an awful lot of similarities between Quebec and the ROC (rest of Canada), and they certainly often don't require a different approach," says Blais. "But oftentimes, the differences can be a competitive advantage that you can leverage."

The idea that marketers have greater flexibility in their approach to Quebec is symbolized in the phrase that adorns the boardroom wall at Headspace: "Successful brand building in Quebec is knowing when to adopt, adapt or create for Quebec."

For those (few) who care, here’s a photo of the wall:

 

HEADSPACE MARKETING & GADOUA WIN CONCOURS STRATEGIES' IMPACT AWARD

The AMM-PCM (Montreal's Marketing Association and the Publicité Club de Montréal) unveiled the winners of its second annual Concours Strategies last night at a gala attended by more than 700 Québec marketing professionals.

Toronto-based Headspace Marketing won in the “Impact” category for its integrated marketing-communications program supporting the repositioning of Gadoua Bakeries. Concours Strategies celebrates the work of marketing-communications professionals in Quebec with an emphasis on strategy development and proven results. The campaign Headspace Marketing developed for Gadoua’s bread products in Quebec involved a repositioning of the umbrella brand communicated through advertising, innovative packaging, and a website. The impact was immediate and significant.

Philippe Gadoua, Eric Blais, Mario Daigle (Allard Johnson Communications - Impact Award Sponsor

Concours Stratégies - Finalists

Impact
Boulangeries Gadoua & Headspace Marketing (winner)
Fido & Bos, DraftFCB, Komunik et Revolver 3

Innovation
Mira & Publicis Montréal (winner)
Cadillac/GM Canada & Fjord Marketing interactif
Producteurs laitiers du Canada & Nomad Logic

Creativity
TELUS & TAXI Canada (winner)
Lise Watier & Carat, Promotions Speed
RE/MAX & Carat

Audacity
Laboratoires Paladin & TAXI Canada (winner)
NEWAD & Christianne Bourbonnais, Sid Lee

Effectiveness
Commission des normes du travail & Cartier Communication (winner)
Office national du film du Canada & Provoka