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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.
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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.
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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.
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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!
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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!
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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.
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The Media Innovation Awards, known for recognizing canadian outstanding achievements in the realm of media and advertising, have once again shone a spotlight on Touché!’s outstanding contributions to the industry.
The agency has shortlists for four of its clients and their campaigns:
BRP/Can-Am On-road - Every Signals Count
Canadian Tire - 100 Years Young and Motomaster
Préma-Québec - 1.8 Pound Book
Quebec Milk Producers - Cute Kids to the Rescue
The MIAs celebrate media excellence and innovation and highlight the essential role that media plays in connecting with audiences.
Gala will take place on November 29 in Toronto.
See all nominees here: https://mediainnovationawards.strategyonline.ca/nominees
Touché! was also shortlisted twice at the Drum Media Awards 2023 for its Préma-Québec's The 1.8 Pound Book and Canadian Tire's Show me the Money campaigns.
Gala takes place on November 29, in London, UK.
See all details: https://thedrumawards.com/live/en/page/media-nominations
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Omnicom Media Group Canada (OMG Canada) has named Samantha Kelley CEO of Touché! in Canada as well as Omnicom Media Group’s operations in Montreal, and Charles Etienne Morier, as Chief Operating Officer for those same entities.
Kelley succeeds Alain Desormiers, who had been recently serving as interim CEO of Touché! and OMG Montreal. Desormiers will maintain his involvement with the group as a strategic advisor.
“With more than a decade as a key leader of the team that has made Touché! one of Canada’s fastest-growing media agencies including becoming #1 in creativity, Samantha has driven success for a broad range of clients” says Cam Reston, CEO of Omnicom Media Group Canada.
“As President of Touché! in Montreal and Toronto, Samantha’s entrepreneurial media leadership helped clients integrate new approaches and tools into their businesses. Samantha will spearhead the definition and management of the group's organizational vision. She will drive the implementation of the agencies' business strategy, cultivate and nurture robust and genuine client relationships, and foster an inspiring and creative work environment for all employees, all with the aim of securing the company's long-term success, both for the Toronto and Montreal offices”.
Morier is being promoted into the newly established position as Chief Operating Officer of Touché! and of OMG Montreal. He will oversee the operational strategy, advocate for internal best practices among his teams, and maintain the implementation of OMG tools, technologies, and new services.
“Charles Etienne has partnered with Samantha since they joined Touché! together in 2007. He made significant contributions to the establishment of the agency's digital services and has built the structures that have supported Touché! and OMG Montreal’s tremendous growth. In a time of increasing complexity, Charles Etienne’s leadership will ensure that our teams continue to deliver leading edge value to clients as we all face tomorrow’s challenges” says Reston.
“These moves are testament to the strength and depth of talent within our organization. Touché! has always been a beacon of innovation and creativity in media. Now that Samantha and Charles Etienne are in their new roles, we look forward to writing the next great chapter in the Touché! and OMG Montreal story and work with our clients to find success within a modern media and marketing environment”, says Ralph Pardo, CEO Omnicom Media Group North America.
Kelley will report to Reston and Morier will report to Kelley,
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Our Guinness St. Patrick’s Day OOH execution won two awards at Ad Club OOH Day which took place yesterday in Toronto. The campaign won in the Best Large Format and the Best Multi Platform categories.
Our strategy was rooted in the Surge and Settle moments of Guinness. We wanted to build up anticipation and excitement leading into St. Patrick’s Day. To drive this surge, we focused on leveraging large format takeover in select cities, like the Yonge Dundas Square Takeover with creative counting down to St. Patrick’s Day. We also supplemented with additional OOH in TTC networks and Elevator News to capture audiences as they were making their plans for St. Patrick’s Day.
The creative concept we developed with our OOH partners was to physically show the anticipation by showing the Guinness glass slowly fill up as St. Patrick’s Day was drawing closer and closer.
These executions were supplemented with additional reach driving channels such as TV, Social and other OOH large formats.
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Touché! stood out again in international awards show by winning an award at the Internationalist’s Marketing Makes a World of Difference in New York as well as two at the M&M Global Awards in London.
At the Internationalist Awards, The 1.8 Pound Book campaign for Préma-Québec won an award for the innovative approach to the campaign as well as the highly creative deployment strategy to announce the release of a 1.8 pound book, the average weight of a premature child, in order to raise funds for the foundation.
Every year, The Internationalist highlights inspiring case studies of how brands and their marketing initiatives are making a world of difference by creating awareness, changing behaviors, and driving results for people, the planet, all living creatures... and for business.
For all details: https://marketingmakesaworldofdifference.com/
Watch the case study here: https://www.touchemedia.com/en/our-work/the-1-8-pound-book/
As for the M&M Global Awards, Touché! once again distinguished itself with two gold trophies in the Best use of Digital and Best use of Automotive categories for BRP’s Uncharted Playgrounds campaign.
M&M Global celebrates 34 years of rewarding the best work in international media and marketing. The categories focus on work in the industry from sectors ranging from finance and FMCG to automotive and sport, campaigns based around media channels, successful partnerships and communication strategies. They are open to brands, media owners, agencies and adtech companies around the world.
For all details: https://festivalofmedia.com/mmg/mm-global-awards-2023-winners
Watch the cas study here: https://www.touchemedia.com/en/our-work/uncharted-playgrounds/
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Today were announced the winning cases of the prestigious Media Plan of the Year competition organized by Adweek. This award show celebrates the most creative media campaigns around the world.
Touché! once again stood out by winning two awards for the Uncharted Playgrounds campaign produced in collaboration with BRP, namely the winning campaign in the “Best Use of Insights” category as well as in the “Total Campaign less than $500,000” category. Touché! won honors in two of the competition's 28 categories.
Uncharted Playgrounds has collected more than 19 trophies in the past year, both nationally and internationally, including the Grand Prix Média at the Media Innovation Awards and Concours Idéa 2023. Several nominations are still pending.
Samantha Kelley, President of Touché! commented “It is with great pride that we see Uncharted Playgrounds recognized around the world! This is another fine testimony to the success of our business relationship with BRP. »
Discover the winning campaigns: https://www.adweek.com/media/media-plan-of-the-year-2023-these-winning-strategies-helped-brands-reach-new-markets/
See case study here : https://www.touchemedia.com/en/our-work/uncharted-playgrounds/
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At Touché!, we are proud to support local media and reject Meta's recent approach to the new Bill C-18. Over the years, we've been among the leaders in Quebec and Canada in advancing the cause of local media with our clients.
We firmly believe in the importance of a diversity of voices and in the value of local media. They play an essential role in maintaining an informed, balanced and democratic society, and they deserve our ongoing support.
That's why we believe that media agencies and advertisers have a key role to play in this situation. As major players in the industry, we have the power and responsibility to take a stand on this issue and take concrete action.
By working hand in hand with our clients, we aim to assess the importance of the issue, and the willingness of each of them to align their advertising investments with these convictions. In this way, Touché! is there to respond to the needs and socially-driven initiatives of its clients.
We demonstrated a few years ago with our client VIA Rail Canada that the business and media performance of a campaign can be equivalent, or even increased, by rebalancing the proportion of advertising dollars invested in Canadian media compared to international media. (For more details: https://www.touchemedia.com/en/news/touche-and-via-rail-canada-redesign-their-media-buying-strategy/)
In conclusion, Touché! endorse the A2C and CMDC Canadian Media Manifesto's objective of devoting 25% of digital advertising investment to support Canadian media and local press initiatives. These investments will provide additional funding to Canadian news publications, beyond what they would receive under Bill C-18.
We recognize that this is a complex issue. Please don't hesitate to contact us for an in-depth discussion. We're passionate about the subject and look forward to engage with all industry players.
For more information:
A2C: https://a2c.quebec/en/resources/mouvement-media-d-ici
CMDC: https://www.cmdc.ca/cmm
Image : Camilo Jimenez
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Alain Desormiers returns as Interim Chief Executive Officer OMG Montréal and Touché! Canada. Alain steps into the role recently held by Karine Courtemanche. After 20 years occupying various roles within Omnicom Media Group (OMG), Karine Courtemanche is leaving the organization to pursue a new opportunity.
As the founding CEO of Touché!, Desormiers will be working with the recently promoted Presidents Samantha Kelley (Touché! Canada) and Charles-Étienne Morier (OMG Montreal) to assist them in creating growth, managing industry shifts and to ensure a smooth and successful transition.
“I am back without hesitation knowing that Samantha and Charles Étienne as well as the members of the management team have all the assets to maintain a prosperous future for the organization. Samantha and Charles Étienne have been part of the dream team for the past 16 years and have been key players in creating the culture that continues to deliver such great work to our clients” comments Desormiers.
In their current roles, Kelley and Morier will maintain the leadership of their management teams ensuring the continuity of the group's organizational vision and momentum, client servicing and operational strategy in the context of the perpetual transformation taking place in the media ecosystem.
Caroline Moul continues her leadership of PHD Canada, reporting to Cam Reston, CEO of OMG Canada.
Courtemanche has played a key role in the company growth over the years and in its leadership position in the market. The legacy she is most proud of is surely having succeeded in building a strong, recognized and tightly knit management team.
“Karine has been a wonderful colleague and friend over the years. I know she will be successful in all the future projects she takes on. We are lucky that Karine and Alain built such a strong team of leaders that are continuing to grow make the organization shine and maintain its reputation of excellence” says Reston.
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On June 8, the fourth edition of the IDÉA Awards was held, recognizing the best advertising campaigns in Quebec in six major disciplines, including media.
Touché! had six campaigns nominated, and came out on top, including the Media Grand Prix for BRP's Unchartered Playgrounds campaign. This case also won gold in the Digital category.
Touché! also won five silver and three bronze awards for its clients Préma-Québec, Exceldor, Les Producteurs de lait du Québec, BRP, VIA Rail and Tourisme Montréal.
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On Thursday June 1rst in London, the Festival of Media awards ceremony was held, celebrating the best in media campaigns from around the world. Touché! picked up one silver and two bronzes for its clients HSBC and BRP while PHD won three gold for its client Dove.
Touché! won a Silver in the Best use of Social Media category for BRP’s Unchartered Playgrounds campaign. The campaign also won Best of Show at Prix IDEA and Gold in the media categories at the Drums Marketing Awards last week.
Touché! also won two bronzes for its HSBC campaign Punch Above the Weight in the Best Use of Data and Best Use of Real-time Marketing categories.
“I am very proud to see our PHD and Touché! teams and clients being celebrated on an international stage, in such key media categories," said Karine Courtemanche, CEO of PHD and Touché! Canada. "Measuring our work with the best in the world is a powerful learning lever and a huge team pride builder."
On the PHD side, Dove’s Toxic influence campaign won gold in the Led by Cause category. The advertiser set out to improve the self-esteem of 3.5 million Canadian girls, and to end toxic beauty advice on social media. With that in mind we created a campaign that used deepfake technology to put the messages of toxic beauty advice in the mouths of parents. Sparking an international debate about how parents should be teaching their children to detox their feeds.
Moreover, Dove’s Keep the grey campaign won gold in Local Execution of a Global Brand and Brand Bravery categories. For this campaign, Dove took a stand against workplace ageism when they saw Canadian newscaster Lisa LaFlamme being released from her duties because of her grey hair. Turning their iconic logo grey, they asked women to follow suit and turn their profile pictures to greyscale to support women being aged out of the workplace.
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Touché! and its clients BRP, Canadian Tire, Préma-Québec, HSBC and the Quebec Milk Producers are nominated 12 times at prestigious international Festival of Media.
BRP's Uncharted Playgrounds campaign received five nominations in the Digital, Local Campaign, Communication Strategy, Engagement and Social Media categories.
HSBC's Punch Above the Weigh campaign collected two nominations in the Data and Real-Time Marketing categories.
Canadian Tire’s Show me the Money campaign was nominated in the Event and Social Media categories.
BRP's Every Signal Count campaign received one nomination in the Return on Investment category.
Quebec Milk Producers’ Cute Kids to the Rescue campaign was nominated in the Integrated Campaign category.
Finally, Préma-Québec's The 1.8 Pound Book campaign was nominated in the Integrated Campaign category.
The full shortlisted cases can be found here : https://festivalofmedia.com/fomg/festival-of-media-global-2023-shortlist-2
Winners will be announced on June 1st.
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Touché! is proud to announce the appointment of Samantha Kelley as President of Touché! Canada. For his part, Charles Etienne Morier becomes President of the Montreal branch of Omnicom Media Group (OMG Montreal).
Reporting to Karine Courtemanche, CEO of Touché! Canada, PHD Canada and OMG Montreal, Kelley will work to promote Touché! at the local, national, and international level in creativity and innovation while more specifically leading the Toronto office.
Kelley joined Touché! in 2007. It’s while working on the account of Loblaws Canada that she really fell in love with the fast pace and constant evolution of retail. Samantha therefore made it her specialty and spent the next fifteen years on accounts such as Sport Chek, Mark's, Canadian Tire and Canada Post.
Her hard work opened the door to a position as Vice-President in strategy, then General Manager of Touché! Toronto before being named President of the agency in Canada. Samantha now divides her time between Toronto and Montreal.
Kelley comments: “I have a long love affair with Touché!. It is both a great honour and a great responsibility to take the reins of this great agency in Canada. Touché! has built over time a reputation as an innovative agency and I intend to maintain and amplify it!”
For his part, also reporting to Karine Courtemanche, Charles Etienne takes the reins of OMG Montreal as President. He will be responsible for defining and managing the group's organizational vision and operational strategy while promoting internal best practices for his teams and ensuring the deployment of OMG tools and new services.
Morier has also arrived at Touché! in 2007 where he contributed to creating the agency's digital offer and set up the SEM team. Charles Etienne's work has been recognized many times by the industry both in Canada and internationally. In 2018, Charles Etienne was appointed Senior Vice President of Operations for OMG Montreal, a role in which he ensures that the best processes and practices were put in place to generate success for the team and its clients and now becomes President.
Morier comments: “Over the past few years, I have had the chance to learn a lot through my journey within the group, by occupying several roles, but above all by being surrounded by the most talented people in the industry. Today, I am honoured to take on this role and grateful for the chance to guide our teams to create innovative new solutions and services that will address the disruptive forces of change that have become endemic to our industry. With the strength of OMG, the talent and expertise of our teams who are an integral part of our success, a unique culture and clients who trust us, we certainly have all the tools to enable us to create the future of the company.”
“We have a long tradition of growing our talent internally. It is therefore with pride that we welcome this new generation of presidents. Samantha and Charles Etienne represent the future of the media discipline. They lead our teams with passion, innovation and a deep sense of ethics. I could not be better surrounded for the growth of our agencies in Quebec and Canada.”, comments Karine Courtemanche.
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For the first time in its history, Touché! is nominated in the Media Agency category at the prestigious Global Agency of the Year Awards by Campaign.
Campaign’s Global Agency of the Year competition is like no other awards show. Categories recognise talent, creativity, and effectiveness, but also consider a range of additional measures, such as new business performance, thought-leadership, innovation, culture, and values, to uncover the best all-round performers around the globe.
For the media category, agencies had to submit an application where the judges evaluated the following seven criteria:
Intro to agency
Client and work
Business performance
Leadership
Talent
Contribution
Covid 19
This year, more than 123 companies from 21 countries entered Campaign’s fourth Global Agency of the Year Awards, which will award prizes across 34 categories this year.
Winners will be revealed in a virtual ceremony in May.
Click here to see the Global Agency of the Year 2023 shortlists in full.
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After a successful year in 2022 for new business, Touché! continues its growth in the Canadian marketplace by pursuing its collaboration with Tourism Montreal and expanding its work with Metro inc. to include the English Canada in their duties.
Following a rigorous RFP and review process, Tourism Montreal has chosen to continue its collaboration with its media agency of the past ten years: Touché!. The agency will continue its work with Tourism Montreal and its various partners to promote Montreal as a destination of choice for Canadians, Americans and Europeans. Touché! will be responsible for the overall media strategy, planning, media buying and performance measurement.
"This is a pivotal time for Tourism Montreal as we navigate a new reality for global travelers. Touché! is the partner of choice to support us in our performance-driven ambition. Their in-depth knowledge of the tourism industry and their experienced team in media strategy and analytics make Touché! an essential ally for Tourism Montreal." explains Sylvie Charette, Chief Marketing Officer at Tourism Montreal.
2022 will finally have been a great year for tourism in Montreal, despite the challenges. The teams are already working on preparing the 2023 summer campaigns, with the development of several new markets, such as Western Canada and the United States.
Touché! has also extended the scope of work with its long-time client METRO Inc. to now include the Ontario Market. Touché! now acts as the Agency of Record for all METRO banners in Quebec and Ontario. The agency is responsible for media strategy, planning and buying for traditional and digital placements for awareness and consideration. Both Toronto and Montreal offices work on the account.
"We are very proud to continue the adventure with Tourism Montreal and expand our scope with Metro", adds Karine Courtemanche, Chief Executive Officer at Touché!. "We look forward to continuing putting our expertise and creativity to work for our clients to drive business success."
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Last night at the Media Innovation Awards, Touché! was once again recognized as the best agency in media creativity and the most awarded in the country.
The agency gatherered more than 14 awards in 13 categories, including the Best of Show awarded to the campaign of the year for BRP-X Uncharted Playgrounds.
Unchartered Playgrounds also won three other gold trophies in the Consumer Engagement, Automotive and Website/Microsite categories.
Exceldor, Atmosphere, Canadian Tire, HSBC and Can-Am Off-Road also received trophies during the ceremony.
For all the details: https://mediainnovationawards.strategyonline.ca/Winners/Winner/2022