What’s up at Touché!

Touché!, a leading Canadian media agency and part of Omnicom Media Group, announces the appointment of two seasoned leaders to its senior executive team: Marilyne Alie, Chief Strategy Officer (CSO) and Alexandre Simard, Chief Media Officer (CMO). These appointments reinforce Touché!’s commitment to innovation, integrated media excellence and business impact for its clients, giving brands working with Touché! a decisive head start in an increasingly complex media landscape. 

A decade of strategic leadership: Marilyne Alie, Chief Strategy Officer 

After more than a decade at Touché! in multiple strategic and client focused roles, Marilyne Alie steps into the role of Chief Strategy Officer. Formerly a Client Business Lead on major accounts and, most recently Managing Director of Touché! Toronto, she now brings a track record of celebrated campaigns and the kind of strategic depth that earns enduring client loyalty.  

In her new role, Alie will be responsible for shaping and elevating Touché!’s overall strategic product and point of view in the market. She will lead the development of data driven, insight led strategies that connect media, creativity and business outcomes, ensuring that Touché! clients benefit from future ready approaches that anticipate market shifts rather than simply reacting to them. A key part of her mandate will be to leverage Omni, Omnicom Media’s AI-driven marketing intelligence platform, unlocking its apps and features to drive deeper audience understanding, smarter decisioning and more efficient activation for clients. 

Alie will guide and mentor a team of Strategy and Planning experts, keeping the agency’s thinking ahead of evolving client needs. Working closely with the Touché!’s senior leadership team and capabilities across the network, she will give clients a competitive edge through transformation and innovation in their media ecosystems. 

Deep media expertise and innovation: Alexandre Simard, Chief Media Officer 

With over 17 years at Touché!, Alexandre Simard has been instrumental in shaping the agency’s media product. His work has helped Touché! build advanced capabilities in audience planning & digital solutions driving measurable impact for a wide range of clients. 

As Chief Media Officer, Simard will serve as the agency’s media craft leader, working alongside all media disciplines including audience strategy, investment and analytics. He will define and evolve Touche’s media practice firmly oriented towards the future, enabling Touché! clients to capitalize earlier and more effectively on new platforms, technologies and performance opportunities. Simard will translate complex platform and technology capabilities into clear, tangible advantages for brands, while setting a high standard for the internal adoption of tools and innovations. Responsible for the craft of media, he will reinforce interdisciplinary collaboration, he will ensure that every plan and product the agency brings to market is built to deliver faster learning, stronger performance and sustainable growth for clients. He will also play a central role in advancing Touché!’s growth agenda - supporting new business efforts and amplifying the agency’s point of view in the market. 

“Marilyne and Alexandre embody what makes Touché! unique: deep expertise, curiosity and a sharp focus on business outcomes. Marilyne has consistently raised the bar on strategic thinking across our national mandates, while Alexandre has been a driving force behind our media and data innovation.” comments Samantha Kelley, Chief Executive Officer, Touché!. “Together, their leadership will help our clients see clearer, connect deeper and dare bigger to deliver a real head start in an increasingly competitive environment.” 

Simard and Alie’s appointments were effective January 1, 2026.

As it celebrates its 30th anniversary, Touché! is marking the moment not by looking back, but by looking forward. The agency today unveils a renewed value proposition and tagline, Touché! A Head Start, signaling a bold evolution in how it partners with brands, designed to build on its strong foundation while expanding its mandate to meet the realities of today’s complex and fast-moving marketplace.

For three decades, Touché! has been recognized as one of Canada’s leading media agencies, delivering comprehensive media services and award-winning work. Today, the agency is scaling and elevating its role, evolving from a leading media partner to a strategic business co-pilot, helping brands see clearer, connect deeper, and dare bigger in order to drive profitable growth and effectiveness.

The role of media has fundamentally changed, and so have the expectations placed on agencies. Brands don’t just need basic paid media planning and buying, they need a co-pilot who can help them navigate complexity, unlock opportunity, and create real business advantage. That’s what A Head Start means.

Touché!’s new approach is built on a simple but powerful belief: brands win when they gain an advantage before the market does. That advantage, A Head Start, is powered by three interconnected pillars: connection, clarity, and creativity.

Acting daily as a true business co-pilot, Touché! connects deeply with clients’ ambitions, challenges, and opportunities, bringing together the right expertise, partners, and platforms to maximize value creation for brands.

In a world of endless data, channels, and choices, Touché! cuts through complexity with sharp insight, intelligence, and strategic direction, helping brands see what matters, decide faster, and act with confidence.

Touché! transforms knowledge into ideas and actions that move culture, brands, and business forward, unlocking creativity as a growth lever, not just a communication output.

Together, these tenets power Touché!’s distinct advantage, designed to help brands lead rather than follow.

The launch of Touché! A Head Start reflects not only a new positioning, but the evolution of the agency’s capabilities, mindset, and ambition. With strengthened strategic, data, and technology integration, Touché! is redefining what it means to be a media partner in 2026 and beyond.

This new chapter is defined by a single obsession: creating real value for clients by focusing on what truly matters and serving as a growth engine that accelerates their ambitions.

As Touché! enters its fourth decade, one thing is clear: the agency’s trajectory is firmly focused on the future, helping brands gain A Head Start on what’s next.

Touché! has entered into a new service agreement with Sobeys Inc., becoming the brand’s media agency of record for banners in the provinces of Quebec and New Brunswick.

Sobeys Inc. operates some of the province’s most trusted and well-known grocery banners, including IGA, Rachelle-Béry, Les Marchés Tradition, Marché Bonichoix and Voisin. As part of their mandate, Touché! will support these banners with an integrated media strategy that spans both traditional and digital channels.

With a proven track-record in the grocery and retail space, Touché! will deliver innovative, insight-driven media solutions– designed to meet today’s consumer where they are and drive long-term growth.

At the heart of the media work is Omni – OMG’s proprietary AI powered platform – built to deliver real-time consumer insights, addressable media optimization, and stronger ROI. With this leading platform, Touché! helps clients anticipate trends, adapt campaigns in real time, and connect with customers in more relevant, impactful ways.

The official mandate is set to begin in July 2025, with Touché! managing media buying for Fall 2025 campaigns in Quebec. This early momentum will provide immediate benefit through Omnicom Media Group’s national scale and media clout, ensuring a strong start to the partnership.

“This is more than a win – it is a partnership built on a mutual belief in the power of local, the strength of brand trust, and the ability of media to create meaningful connections” said Samantha Kelley, CEO of Touché!. “Working together, Touché! and Sobeys Inc. banners in Quebec will deliver forward-thinking media solutions - powered by industry-leading retail and digital expertise and capabilities - that will drive growth while also reinforcing the iconic place the Sobeys Inc. brands hold in the lives and hearts of Quebec consumers.“

OMG Montreal is pleased to announce the appointment of Raphaël Metter-Rothan as Chief Client Officer, effective June 19. This new role marks a significant milestone in the group’s transformation to deliver a future ready offering of integrated, strategic, and client-centric solutions focused on business outcomes.

With a strong background in transformation—including eight years at Desjardins, where he led several marketing and organizational modernization initiatives—Raphaël brings a unique perspective who has experienced firsthand the complex behind-the-scenes realities of major brands. He has also held key roles in several leading organizations, as a media practitioner by trade, with a digital first mindset.

Raphaël will report directly to Samantha Kelley, CEO of OMG Montreal, and will play a cross-functional role within the Montreal organization. All agency Business Leads in the group will now report to him, underscoring the strategic importance of this new role within OMG Montreal’s executive structure.

“Raphaël’s arrival is a clear statement of our transformational ambition: to redefine the role of media in driving value for our clients. It’s not just about strengthening our leadership, but about transforming our model to better anticipate and meet brands’ business needs. His hybrid profile—marketer, strategist, and change agent—makes him the ideal catalyst for this new era,” says Samantha Kelley.

“I’m thrilled to welcome Raphael to the OMG community. The role of the Chief Client Officer is more important than ever today. Clients are looking for counsel outside of the day-to-day work, to accelerate change, develop roadmaps in technology & AI and of course- drive media innovation to stand out from the competition.”  says Noah Vardon, Group EVP of OMG Canada.

Raphaël’s mandate is both ambitious and promising: to transform the client experience and a key member of the leadership team that will accelerate OMG Montreal.

“I’m joining OMG Montreal with a marketer’s perspective and an ambitious mission: to transform the tangible impact of media by maximizing value creation and intelligence for brands. Having worked behind the scenes in a large-scale marketing organization, I understand how much brands need partners who deeply grasp their business realities. My goal is clear: to build an approach rooted in concrete brand challenges—becoming business co-pilots, partners who can orchestrate growth in all its complexity, and allies who understand, anticipate, challenge, and most importantly, act where business truly happens,” says Raphaël Metter-Rothan.

With this appointment, OMG Montreal and its agencies strengthen their position as strategic business partners—combining media excellence, deep client understanding, and organizational impact—with a firm focus on leading the future.

The WARC Awards for Effectiveness seek campaigns that showcase how strategic thinking leads to effective impact for brands and businesses.

Touché! ranks at the top of the Channel Pioneer category, winning Bronze for the Sans Émission campaign. This is the 14th win for this campaign.

The Internationalist Awards for Innovation in Media honor inspiring case studies scored for insights, strategy, and results across all product categories, highlighting the way companies market their products globally.

Touché! stands out alongside three of its clients:

• Grand Prix Media – Sans Émission with Volkswagen

• Gold – We Do We with Diageo

• Silver – Uber’s Got Talent with Uber

To discover our campaigns:

Sans Émission

Uber's Got Talent

We Do We

Samantha Kelley, CEO of Touché! Canada and OMG Montreal, has been appointed to the Creative Data Lions jury for the 2025 Cannes Lions International Festival of Creativity. This prestigious role places her among a select group of global experts tasked with recognizing and awarding the most innovative uses of data in creative marketing.​

Samantha's selection underscores her significant contributions to the media and advertising industry. With a career spanning strategic media planning for renowned brands such as L’Oréal, Canadian Tire and Air Canada, she has consistently demonstrated an ability to intertwine cultural insights with creative strategies to drive business impact. Her tenure at Touché! began in 2007, leading to her current leadership role where she oversees major accounts including Canadian Tire Corporation, Volkswagen, Diageo, and Uber.​

The Creative Data Lions jury will convene in Cannes from June 16 to 20, 2025, to assess submissions that exemplify the effective and innovative use of data in creative campaigns. Samantha's expertise and leadership are expected to contribute significantly to the jury's deliberations, setting benchmarks for excellence in the intersection of data and creativity.

For more information: https://www.canneslions.com/awards/jury/samantha-kelley-380454

Popeye’s Supplements, Canada’s leading retailer of sports supplements and health products, has named Touché! as its media agency of record.

Touché! will be responsible for all media planning and buying for Popeye’s Supplements, while also serving as a strategic business partner in its next phase of growth and market expansion.

Touché! will work closely with Popeye’s internal teams and partners to enhance brand accessibility, increase sales, attract new customers, and maximize the long-term value of its existing clientele.

“Partnering with Touché! was a natural choice for us. Their expertise in retail, enthusiasm, and strong interest in our brand convinced us to embark on this collaboration. We are confident that their technological tools and extensive national expertise will drive our growth in the years to come,” said Jean-François Fortin, Vice President of Marketing.

Antoine Nguyen, Vice President of Strategy at Touché!, will lead a multidisciplinary team of experts in marketing science, activation, and strategy, along with all marketing solutions from the OMG network.

He approaches this new partnership with great enthusiasm: “As a longtime admirer of Popeye’s products and brand, my motivation—just like that of my team—is to design impactful media campaigns that will ensure the brand’s sustainability during this new growth phase. Our Omni marketing orchestration platform will enable us to precisely identify new audiences for the brand with real-time insights and automation powered by artificial intelligence.”

Touché!’s Montreal office will oversee service delivery across Canada.

The WARC Media 100 rankings have been released, and Touché! continues to shine on the global stage!

For the 8th consecutive year, Touché! has secured its place among the top media agencies worldwide. In the 2024 rankings, we proudly hold the #25 spot globally, making us the #3 Canadian agency, the #1 agency in Quebec, and the #1 Canadian-based media agency in the ranking.

Adding to this success, several of our standout campaigns contributed to these results, including work for Volkswagen, Canadian Tire, Diageo, Tourisme Montréal, and Uber. We’re especially proud that our Sans Émission campaign with Volkswagen has been recognized as the 14th most awarded media campaign in the world, including a Silver at Cannes. This innovative initiative transformed a traditional car launch into a powerful media moment by broadcasting nothing—removing an entire TV ad break to showcase the silence of Volkswagen’s first all-electric vehicle. A true testament to our passion for pushing the boundaries of media and marketing.

"This recognition is a testament to the trust and ambition of our clients, who continuously push us to innovate and elevate media to new heights," said Samantha Kelley, CEO of Touché!. "For eight consecutive years, Touché! has ranked among the world’s top media agencies, a reflection of our long-standing commitment to delivering impactful, forward-thinking strategies alongside our incredible teams."

At Touché!, we continuously challenge the status quo, and Omni, Omnicom Media Group’s AI-powered marketing orchestration platform, plays a key role in this pursuit. By enabling automation and real-time access to the best insights, Omni empowers our teams to work more efficiently and craft smarter, high-impact strategies for our clients.

A huge thank you to our passionate team and forward-thinking clients who make these achievements possible!

Discover the full rankings here: WARC Media 100

Noah Vardon: Shaping the Future of Canadian Media

Noah Vardon has firmly established himself as a key player in Canada’s media industry. As Executive Vice President of Omnicom Media Group (OMG) Canada, he oversees top agency networks such as OMD, PHD, Touché!, and Hearts & Science, playing a critical role in their ongoing success. His leadership goes beyond daily operations, positioning him as a driving force in the industry's evolution.

Vardon’s career has been marked by a steady rise through the ranks, demonstrating both strategic expertise and leadership acumen. Starting as Group Account Director at EssenceMediacom, he quickly progressed to a North American leadership role as Chief Client Officer before transitioning to OMG in September. His track record of success reflects his ability to navigate complex business landscapes while fostering growth.

Under his leadership, OMG Canada continues to thrive. In 2024 alone, the agency group secured over $100 million in net new billings, winning high-profile accounts like Amazon and Tim Hortons (RBI). Even more impressively, this growth was achieved without losing a single client—an accomplishment that underscores Vardon’s ability to balance expansion with long-term client relationships.

Beyond business performance, Vardon is recognized for his forward-thinking approach. He is deeply committed to innovation, inclusivity, and the future of media, making him an influential voice in the industry. His recognition in Campaign’s Future Power 10 list isn’t just a nod to past achievements—it’s a sign of the impact he is set to make in the years ahead.

Source: Campaign Canada - https://www.campaigncanada.ca/article/1908399/campaign-power-lists-2025-future-power-10

Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), has been named a “Leader” among global media management services providers in a new analysis from leading research and advisory firm Forrester.

Published today, The Forrester Wave™: Media Management Services, Q4 2024 evaluated twelve  significant global media management service providers against 22 criteria specific to current offering and strategy. Designed to help CMO professionals select the right provider for their needs, the report assesses the media groups under three designations: Leaders, Strong Performers, and Contenders.

With the highest possible scores (5) across eight criteria Omnicom Media Group was one of only three of the 12 providers evaluated to receive designation as a “Leader”.  Under the current offering category, OMG received 5/5 scores in criteria including  Martech and Adtech Implementation, Media Responsibility, Principal- Based Buying, Content Production and Broadcast Buying.  Additionally,  OMG received the highest possible scores in three out of five of the criteria within the strategy category, including Innovation, Partner Ecosystem and Pricing Flexibility and Transparency.

According to the evaluation,“ Reference customers note the agency’s transparent business practices, trustworthy relationships, and strength of Omni technology for media and business intelligence." (Omni is the open operating system that supports all Omnicom agencies.)

Strategy and Capabilities Powered by Omni

The Forrester report states that “OMG shines in its ability to carry audience intelligence through media planning, buying, and activation – and into scaled, near-real-time creative campaigns," and also notes that “OMG and Omnicom Group’s 10 years of innovation come together in its comprehensive Omni platform, which contains media planning tools, an AI-powered assistant, first- and third-party data, and end-to-end marketing orchestration capabilities, including a creative sandbox."

OMG also credits Omni for enabling the group to leverage the full range of Omnicom’s commerce capabilities described in The Forrester Wave™:Commerce Services, Q2 2024 that “help clients build a total commerce experience…" In that report, OMG’s parent company – which acquired digital commerce powerhouse Flywheel at the beginning of the year –   received the highest possible scores in the commerce strategy, vision, innovation, retail media, platforms, data/analytics/AI, online retail and marketplaces, in-store services and partner ecosystem criteria –  capabilities that OMG activates  through its Agency as a Platform  model that enables OMG agencies to draw talent, tools  and technology from across the entirety of the OMG and Omnicom networks.

Technology, Transparency and Trust

“Marketers have many reference points – such as new business rankings, creative awards and effectiveness ratings – that offer a benchmark for which media groups are leading the industry, but the Forrester Wave stands alone in providing depth of insight into why a group is a leader,” said OMG CEO Florian Adamski. “And we believe this latest report suggests Omni is a big part of the “why” behind OMG’s success.  It is the engine for our Agency as a Platform approach that enables OMG agencies to purposefully build flexible ecosystems of talent, capabilities, and technology drawn from across the group and all of Omnicom – connecting media, content, and commerce to drive transformative growth for our clients.  Omni makes OMG – currently the #1 media group for total new business YTD,  with the two top scoring media agencies at Cannes, and the highest scoring media group on the Effie Index – a “Leader”.

Summing up what he sees as the report’s key message for marketers, Adamski said, “Our clients say it best – OMG delivers the technology they demand, the transparency they deserve and the trust they need from their media investment partner. Meeting those mandates – every day – is the core mission of our 26,000 people working around the globe to drive business growth for OMG clients.”

Receiving Forrester’s designation as a “Leader” is the latest in a streak of good news for Omnicom Media Group, which in September was awarded the lion’s share of one of the most  hotly contested reviews of the year when Amazon named OMG its media agency of record for the Americas –  a mega-win that followed the group’s retaining the global media assignment for Volkswagen Group and HP, expanding its remit from Gap Inc. and being named media AOR for Priceline, HanesBrands Inc. and  the David Yurman Company among others.

Concurrent with growing its client roster, OMG has also continued to expand its partner ecosystem, announcing first-to-market partnerships with Google, TikTok, Amazon and Meta designed to bridge the gap between creators and commerce, driving better ROI across influencer channels.; and collaborations with Amazon, The Trade Desk, TikTok and Instacart designed to directly connect upper funnel media investments to sales.

As of this writing and based on the most recent numbers reported in the COMvergence  dashboards that provide a moment-in-time snapshot of the new business landscape, OMG ‘s YTD total new business record (wins-losses, including retentions) stands at $6.7 billion – approximately $2.6 billion more than its closest competitor.

Touché! and its Sans Émission campaign, created in collaboration with Volkswagen Canada, continue to stand out by winning Media Campaign of the Year 2024 at the Strategy Agency of the Year Awards. The campaign also shines at the Media Innovation Awards, being nominated in five categories, as well as at the Festival of Media North America with a nomination for Best Branded Content.

To date, Sans Émission has collected 7 trophies and 13 nominations over the past year, both nationally and internationally, including at Cannes.

The core idea of the campaign was simple yet impactful: while television is crucial in Quebec, TV channels go off the air at night for a "down time," or a moment sans émission (moment without broadcast). What else is without emissions? The fully electric Volkswagen ID.4, of course, and thus sans émission (emission-free)!

In partnership with Bell Media and Noovo, we developed a brand-new 4-hour advertising format, airing between 2 AM and 6 AM. This new format was a full, custom-made show for Volkswagen, aired in the dead of night: the Sans Émission segment! A first on Noovo and in Canada.

To discover the full case and watch the campaign video: https://www.touchemedia.com/en/our-work/sans-emission/

Samantha Kelley, CEO of Touché!, comments: "We are incredibly proud to see Sans Émission recognized worldwide! It’s a wonderful testament to the power of a great creative idea and the strength of innovation in the Quebec market."

These victories reflect our commitment to pushing the boundaries of creativity and producing innovative, impactful campaigns for our clients, year after year. Congratulations to all the teams involved for their hard work and ingenuity.

Touché! is proud to announce the appointment of Antoine Nguyen and Michèle Duchesneau as Vice-President. These appointments mark a significant step in the transformation of Touché!'s executive team, aimed at strengthening its leadership position and accompanying its clients in an era of continuous transformation.

With over 13 years' experience with OMG agencies, Michèle has worked with a wide range of clients, from finance to retail to government accounts. At Touché! on the Tourisme Montréal and Via Rail accounts for the past 5 years, she will continue to work with these clients as Vice-President, while managing other teams and advertisers such as St-Hubert, Cascade and Exceldor. Michèle is driven by a desire to push the limits of creativity and to support her clients in their transformation.

“I'm delighted to be able to participate actively in the evolution of our industry, and to bring my vision to Touché! in this new role,” says Michèle. “My goal will be to continue building trusting relationships with my clients, supporting them in their business challenges, and fostering a culture of innovation within the agency and my team.”

Antoine began his career in advertising by founding his own agency, where he developed a real passion for the industry. Eager to deepen his knowledge and hone his skills, he joined a larger agency in 2016 before joining Touché! in 2017. His career path has led him to work on a variety of accounts, including in the government, retail and automotive sectors. Building on this experience, Antoine aims to develop a culture of efficiency within his team, based on strategy, capabilities and creativity. He will be working with Sports Experts, Volkswagen, Les Producteurs de lait du Québec, Lassonde and Premier Tech.

“This role represents a real second step in my career, an opportunity to play a key role in a new era for the agency,” says Antoine. “I'm excited to collaborate with this new team and these clients, and to contribute to the evolutions in the industry by redefining creativity in advertising.”

“The appointment of Antoine and Michèle brings new energy and innovative perspectives to Touché!. Together, they will play a key role in the transformation of our agency and the advertising industry. In a constantly evolving industry, bringing new voices to the executive table is essential. It's a source of great pride to contribute to the development of talent in our industry,” shares Samantha Kelley, CEO of Touché!.

Touché! is thrilled to announce the appointment of Isabelle Lafrenière as Vice President of Strategy. With a remarkable career spanning over 25 years in communication and marketing, Isabelle will bring her expertise and passion for innovation to this new strategic role.

Isabelle began her career at Media Vision in 1998, starting in coordination roles in finance and print purchasing during the rise of digital. Her career took a significant turn when she joined Carat for eight years, where she climbed the ranks, overseeing 360 planning, sponsorships, and campaign activation. After a brief stint as Sales Director at the magazine Voir, Isabelle founded her own marketing and sommellerie consulting firm.

Her desire to work with emerging talent and join a strong team led her to Touché! in 2017, where she initially served as Media Director for several major agency clients. Seven years later, her career is evolving toward more management and business growth, leveraging her leadership and innovation skills.

“I am extremely proud and grateful for the trust placed in me. Changes in our industry bring many opportunities, and I am excited to actively participate in this transformation. My role will be to support and develop our teams, cultivate strong and authentic relationships with our clients, and continuously push creativity within the agency,” says Isabelle Lafrenière.

As Vice President, Isabelle will focus on business development, supporting her teams, and establishing lasting client relationships. She will continue to work on key accounts such as Belron, Harnois, Newlook, Éco Entreprise Québec, Pizza Salvatoré, the SAAQ, and many others.

With a vision centered on business development, creativity, and nurturing emerging talent, Isabelle is ready to tackle current and future challenges while contributing to the success and growth of the Montreal office.

“At Touché!, our strength lies in our collective talent. Our leadership team is key to our success. Isabelle’s promotion to this strategic position reflects our commitment to strengthening our leadership and encouraging innovation. In an ever-evolving industry, bringing new perspectives to the executive table is essential. It is a great pride to contribute to the growth of talent in our exciting industry!” comments Samantha Kelley, CEO of Touché!.

Today, the winning cases of the prestigious Media Plan of the Year competition organized by Adweek were announced. It celebrates the most creative media campaigns from around the world.

Touché! once again stood out by winning two awards for the "Sans Émission" campaign, created in collaboration with Volkswagen Canada. This campaign was awarded in the "Best Use of Branded Content/Entertainment in campaigns spending less than $500,000" category, as well as in the "Best International Campaign (non-US) spending less than $1 Million" category. Touché! thus received honors in two of the 28 categories of the competition.

To date, "Sans Émission" has garnered 17 trophies over the past year, both nationally and internationally, including at Cannes and the Concours Idéa.

Samantha Kelley, CEO of Touché!, commented: "We are immensely proud to see 'Sans Émission' recognized around the world! It’s a beautiful testament to the power of a great creative idea and the strength of innovation in the Quebec market."

Discover the campaign here: https://www.touchemedia.com/en/our-work/sans-emission/

Touché! is proud to win a silver trophy at the prestigious Cannes Lions International Festival of Creativity! Our Sans Émission campaign, created in collaboration with Volkswagen Canada and VML Canada, won the award in the Use of Channel Integration category.

The campaign had already garnered five nominations at Cannes, in addition to being recognized at the Prix Idéa and nominated twice at the Festival of Media Global.

The big idea was simple, but impactful: In Quebec, many TV networks stop broadcasting during the late hours of the night. In fact, Noovo has never broadcasted anything between the hours of 2 AM and 6 AM in its history. Locals in Quebec call this off-air time “Sans Émission”, which translates to “No broadcast signal”. But “Sans Émission” also has a second meaning: “No gas emissions”, in reference to electric vehicles.

Playing with the double meaning of “Sans Émission”, we partnered with Noovo to turn their unused airtime into a first of its kind media stunt: a 4-hour long comedy special starring Pier-Luc Funk and a charging Volkswagen EV.

To discover the full case study and watch the campaign video: https://www.touchemedia.com/en/our-work/sans-emission/

This victory reflects our commitment to pushing the boundaries of creativity and producing innovative and impactful campaigns for our clients, year after year. Congratulations to all the teams involved for their hard work and ingenuity.

Tourisme Montréal has set forth on an exciting journey with the launch of its innovative brand platform, designed to captivate and entice travelers to explore the vibrant city. Already making waves in Canada, the U.S., and Europe, the platform, aptly named “Your Playful Side Awaits,” is a testament to Montreal’s allure as a destination bursting with unique experiences.

At the heart of this initiative lies a captivating 90-second video, available in both English and French, which showcases the diverse array of adventures awaiting visitors in the city. From cultural landmarks to culinary delights and everything in between, the campaign aims to showcase Montreal's multifaceted personality.

To amplify its impact, Tourisme Montréal has partnered with Touché! and creative agency LG2, to roll out a comprehensive 360 campaign. This strategic collaboration will see the offensive onfold across various touchpoints throughout the summer, with tailored adaptations for different markets and languages across North America.

Michèle Duchesneau, Director of Strategy on the account, explains, “We are promoting ‘Your Playful Side Awaits’ across multiple touchpoints, catering to travelers' interests and market nuances.” This dynamic approach includes specialized campaigns such as ‘Your Foodie Side Awaits,’ ‘Your Curious Side Awaits,’ and ‘Your Festive Side Awaits,’ each designed to resonate with specific traveler personas.

Duchesneau underscores the campaign's innovative spirit, stating, “The idea was also to push it further to find new ways to bring the platform to life. We reuse certain key locations to increase memorability, but the new platform allows us to add a level of creativity that brings out the playful side of Montreal.”

The campaign's media mix encompasses video ads, collaborations with local partners and targeted placements on connected TV. Moreover, eye-catching out-of-home creatives, including hand-painted murals and digital billboards, will adorn select neighborhoods frequented by the brand's target audience.

Central to the brand's strategy is the desire to attract high-value guests: travelers who seek immersive experiences that celebrate a destination's heritage and culture. Duchesneau emphasizes the importance of strategic targeting, ensuring that the campaign resonates with diverse audiences across different markets.

Sylvie Charette, Chief Marketing Officer at Tourisme Montréal, reflects on the platform's significance in the current landscape, noting, “The timing of this launch couldn't be more opportune, with travel rebounding as a top priority post-pandemic.”

She emphasizes the brand's evolution towards a visitor-centric narrative, aiming to fulfill travelers' aspirations and desires.

As the narrative of Montreal's playful spirit unfolds, Touché! is proud to be at the forefront of crafting innovative and impactful campaigns. Such campaign underscores the agency's dedication to pushing innovation and bringing the brand platform to life in creative ways.

As Montreal emerges as a wide-open playground for adventurous souls, Tourisme Montréal's new brand platform serves as a beacon, inviting travelers to rediscover the joy of exploration and play. With its dynamic campaigns and immersive experiences, the city beckons visitors to uncover their playful side and create unforgettable memories amidst its vibrant streets.

This article is inspired by the interview given by Samantha Kelley to Patti Summerfield - Media in Canada.

Original article: https://bit.ly/3R64ENo

In an era characterized by constant technological evolution and shifting consumer behaviours, the role of media agencies is more crucial than ever. At the forefront of this dynamic landscape is Samantha Kelley, the CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal. With a career spanning 17 years, Kelley's journey from a media strategist to CEO reflects not only her personal growth but also her commitment to keeping her agencies at the pinnacle of industry innovation.

Kelley's transition to CEO nine months ago marked a pivotal moment in her career, culminating years of dedication and strategic advancement within Touché. Having held various roles, including a stint as president, Kelley's tenure prepared her well for the challenges of leadership.

Reflecting on her journey, she notes, "It has been a consistent period of growth, both for me professionally as well as the agency." This growth trajectory equipped her with the necessary skills to lead Touché! Canada and OMG Montreal into a new era of success.

Central to Kelley's mandate as CEO is the expansion of her agencies' scope and capabilities. With a keen eye on emerging technologies and evolving client needs, she emphasizes the importance of staying ahead of the curve. "Under my leadership, the teams are embracing our network in a much more meaningful way", Kelley states. This entails unlocking modern capabilities beyond traditional paid media partnerships, including data analytics, technological integration, and influencer marketing.

In response to the dynamic demands of clients, Kelley has spearheaded innovative programs aimed at educating and empowering them. One such initiative is the "Data for Breakfast" quarterly program, designed to keep clients abreast of industry trends and emerging technologies. Through these educational efforts, Touché! aims to equip clients with the knowledge and tools needed to navigate the ever-changing media landscape successfully.

Kelley identifies several key areas of client interest, including artificial intelligence (AI), audience targeting, and diversity in media representation. As the industry continues to evolve, she emphasizes the importance of adapting to the evolving preferences and behaviours of diverse consumer demographics. Moreover, Kelley underscores the need to address pressing societal issues, such as environmental responsibility and cultural preservation, within the context of media practices.

Despite the formidable challenges posed by economic pressures and the temptation to prioritize performance-based approaches, Kelley remains steadfast in her commitment to creativity and responsible media practices. "Creativity will always play an important role when it comes to advertising and marketing," she affirms, highlighting the enduring value of innovation amidst an increasingly competitive landscape.

In line with her forward-thinking approach, Kelley advocates for a diverse and skilled workforce. She emphasizes on the importance of curiosity, data literacy, and analytical acumen in potential hires, reflecting the evolving skill sets required in today's media landscape.

Looking ahead, Kelley sees a future defined by responsible media practices, cultural preservation, and diversity at all levels of the industry. As Touché! Canada and OMG Montreal navigate the complexities of an ever-changing media landscape, Kelley's visionary leadership ensures that they remain at the forefront of innovation, adaptation, and client-centric excellence.

WARC recently published its Media 100 ranking, which assesses the most awarded media agencies worldwide.

This year, Touché! Montreal ranks 13th globally and 2nd in Canada, just behind our colleagues from PHD Toronto who are ranked 9th globally.

It marks the 7th consecutive year for Touché! Montreal office to be among the top 15 most awarded agencies globally.

The ranking also highlights the most rewarded campaigns and advertisers from the year 2023.

Our client BRP is the 31st most awarded advertiser globally, while BRP's Uncharted Playgrounds campaign ranks as the 21st most celebrated campaign.

This achievement underscores our commitment to creativity and strategic excellence consistently over the years. Touché! is proud to position local media expertise among the best in the world and thanks its team for their hard work!

The Idéa awards, celebrating the best in creative communication in Quebec, will hold its 5th edition in 2024.

Touché! is proud to announce that Samantha Kelley, CEO, will sit on the Business Results and Strategy jury. Isabelle Baillargeon, Senior Vice President of Strategy, will be a member of the Media jury.

We look forward to see their impact and expertise on the Idéa Awards stage!

Touché! is delighted to announce the appointment of Marilyne Alie as Managing Director of its Toronto office. Reporting directly to Samantha Kelley, recently appointed CEO of Touché!, Marilyne will spearhead strategic direction, client relationships, and team management for all Toronto-based clients. She will also lead efforts to expand the client portfolio and represent Touché! at industry level.

Marilyne Alie joined Touché! in 2015 and excelled on the Canadian Tire account among many others, leading numerous globally recognized campaigns. Her ascent to the Vice President role overseeing the Canadian Tire Corporation business along with other clients reflects her exceptional contribution over the years. After a year of maternity leave, she now takes the helm as Managing Director.

To further bolster the Toronto team, Kelley has also elevated Jean-François Bourdeau to the role of National Vice-President of Marketing Science for Touché! Canada and all OMG Montreal agencies. With a 18 years tenure at Touché!, Bourdeau has distinguished himself as a linchpin in the industry, essential in advancing the practice within the group and the wider advertising community.

Furthermore, Touché! is thrilled to welcome back Isabelle Baillargeon, previously at OMD and Hearts & Science, and proudly announces the promotion of Marc-Antoine Grenier to the position of Senior Vice-President, Strategy. In their elevated capacities, they will spearhead extensive client teams and play pivotal roles in driving internal initiatives to foster the growth of the Montreal office.

Kelley, remarked, “Our collective talent is the cornerstone of our strength at Touché! and OMG Montréal. Bolstering our management team with these executive promotions aligns seamlessly with our path to success. Providing opportunities for growth is intrinsic to our professional motivation. In an ever-evolving industry, new perspectives at the executive level invigorate our approach.”

She continued, “It's a source of immense pride to nurture talent in our dynamic media industry. These appointments not only catalyze our own growth but also propel our clients to new heights. I look forward to their continued contributions.”

Alie, Baillargeon and Grenier are reporting to Kelley whereas Bourdeau is reporting to Charles Etienne Morier, recently named COO of the group.