Bleublancrouge, Scientific Intelligence and Wunderkind join forces to launch L'Institut Idée

A unique new lab that generates Great Ideas for ambitious clients

MONTREAL, Oct. 3, 2013 /CNW Telbec/ - On October 3, coinciding with the 30th anniversary celebrations for Montreal agency Bleublancrouge, a new think tank and laboratory for "Great Ideas", called "L'Institut Idée" or simply "L'Institut" for short, will be launched. This joint offering from BBR and Toronto firms Scientific Intelligence and Wunderkind will operate in 3 cities - Montreal, Toronto and Boston, Massachusetts - serving clients in North America and worldwide.

 L'Institut's raison d'être, expressed in the phrase "From leadership to Ideaship", is the knowledge that Great Ideas are what create wealth and change human conditions for the better. "Ideaship" places the highest importance on the creation of profound ideas that drive companies and brands into the future, and it is a response to the prevailing over-reliance on individual leaders and tactics without strategy. L'Institut recognizes that we are living in "The Age of Ideaship", and it is designed to ensure that ambitious clients discover the Great Ideas that will power their success.

L'Institut will work in 5 major fields: Corporate Vision & Strategic Planning, Product Innovation, Team Leadership, Corporate Culture and Marketing Communications. The principals of L'Institut have decades of experience in each of these fields working with major brands and institutions.

L'Institut employs a unique methodology that has been used successfully with some of the world's best-known companies, such as Audi, Live Nation, Sanofi, Molson Coors, Wendy's and Humana. At the heart of the L'Institut model is the celebrated Structural Mapping Process™ (SMP) from Scientific Intelligence, which has been used with over 200 client organizations to find the "memes" associated with a brand, product or company. Memes are a phenomenon first identified by evolutionary scientist Richard Dawkins in his classic 1976 best-seller The Selfish Gene, and they have recently become recognized in Internet and marketing circles as "trends and popular ideas". The work of Scientific Intelligence has taken them a significant step further, discovering the core memes that are at the heart of a client's sustainable success.

L'Institut integrates this proprietary insight model into a "Master Planning" process that works in a highly collaborative manner with senior client teams to develop Great Ideas and the comprehensive Master Plans that will ensure quantum leaps forward.

"We're very excited to be launching L'Institut.  We look forward to working with our clients to make manifest the Great Idea that will drive transformational success," says Wahn Yoon, co-founder of Scientific Intelligence and President of creative agency Wunderkind. "My partners Syd Kessler, Penelope Fridman, Jacob Kessler and I are thrilled to have created L'Institut with the master planners at Bleublancrouge who truly understand the power of this model for the modern age - the Age of Ideaship."

"This joint venture will create the new Ideaship powerhouse the market has been looking for," says Sébastien Fauré, CEO of Bleublancrouge. "We're proud and excited to be filling this crucial gap in the modern economy, and helping our clients accelerate their efforts to leap ahead of the pack."

About L'Institut
L'Institut is a think tank and laboratory for Great Ideas. With operations in three cities - Montreal, Toronto and Boston, Massachusetts - L'Institut offers North American and global clients a unique proprietary model for the development of Great Ideas and Master Plans that will enable quantum leaps. Designed for the "Age of Ideaship", L'Institut is for ambitious companies that value an insightful, creative and participatory approach to strategic development that will result in team alignment around bold strategies and concepts. For more information, please go to

About Bleublancrouge:
Bleublancrouge is a Montreal-based full-service marketing communications agency. Recognized as one of Canada's most creative agencies, Bleublancrouge has earned its place in the top ten agencies in the country. Its clients include Quebec Toyota Dealers, Bristol Myers Squibb, Air France, Loto-Québec, Saputo, and many others. For more information, visit

About Scientific Intelligence
Scientific Intelligence (SI) is an insight and strategy group based in Toronto and Boston with clients across North America and Europe. SI employs a unique proprietary process called the Structural Mapping Process™ (SMP) that uncovers the "memes" associated with a brand, organization or idea. Founded in 2005, SI has guided over 150 senior leadership teams of Fortune 100 and 500 companies to gain deeper insight into the emotional drivers and strategies that will sustainably attract audiences and stakeholders. As a result, SI has often been called the "must-have GPS for business".

About Wunderkind Inc.
An advancement beyond the traditional creative agency, Wunderkind is a global advertising & design guild, a new model for delivering outstanding results with greater efficiency and agility. With a highly curated network of experienced specialists in every area of advertising and marketing, Wunderkind was created by Syd Kessler, Wahn Yoon and Jacob Kessler in 2008, who bring over 60 years of combined experience with major brands and campaigns to the table. The winner of multiple Cassies awards for business results through advertising, Wunderkind specializes in working with clients who are at a "watershed moment" - where a dramatic repositioning or launch is required. Hence our tagline: "Play Big".


For further information:

For more information or to request an interview, please contact:

Wahn Yoon
Partner and co-founder
Institut idée

Marie-Annick Boisvert
Vice President, Public Relations and Social Media

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