First edition of the Montreal International Media Conference: 300 marketing and communications professionals from various countries help make event a major success

    MONTREAL, Sept. 26 /CNW Telbec/ - Close to 300 marketing and
communications professionals from various countries including England,
Belgium, Bulgaria, Canada, the U.S., Finland, France, Iran, Ireland, Italy,
Morocco, Poland, Russia and Sweden, yesterday participated in the first day of
the Montreal International Media Conference taking place at the Centre des
sciences de Montréal. Yesterday, six guest speakers-see attached program-
shared their vision of different critical aspects of the media and advertising
    Mr. Richard Portelance, General Manager TV Sales and Marketing (French
Services) at CBC/Radio-Canada and President of the Association marketing de
Montréal - Publicité Club de Montréal said: "The Montreal International Media
Conference is an essential forum for exchanges between the managers of media
companies, advertisers, agencies and industry specialists from 20 countries
around the world. The event will help generate lasting solutions for issues
related to our industry."

    Some highlights of the first day of the conference :

    Sylvain Lafrance, Vice President French Services -CBC/ Radio-Canada, said
the integration strategy introduced by Radio Canada (SRC) three years ago was
designed to strengthen the branding of the network. "The SRC's strategy helped
us to increase our brand recognition among consumers and also allowed for
better cohesion between the different teams working at our network." Not only
has the Senior Vice President demonstrated a highly creative approach to brand
management, negotiation of rights, profitability of the economic model and
product distribution, he also believes solutions to the industry's main
challenges will result from international interactions over the next few years
among its key players.
    Yesterday's second guest speaker Mr. Jacques Deregnaucourt, Assistant
CEO - TF1 Publicité France, presented a comparative study between television
and the Internet that was carried out by TF1 in France. The analysis of
quantitative and qualitative evaluations and case studies concluded it is not
possible to interchange between the advertising platforms of different
mediums. "Campaigns must be conceived with an eye towards benefitting from the
advantages of both mediums whether it is inciting emotion via television or
proposing solutions by calling on the rationality of consumers via the
Internet," said Mr. Deregnaucourt.
    Sunni Boot, President-CEO of Zenith Optimedia Canada, also spoke
yesterday. She explained the role of advertising agencies over the next three
to five years. She also established the fact that the roles of these agencies
have undergone significant changes over the last 20 years. Advertisers are
asking agencies to understand the needs of consumers as well as market
environments and the possibility of interacting with consumers. At the same
time they want them to execute flawless campaigns and generate the greatest
returns on their investments. "Agencies must continue to evolve in an
environment where there are increasing points of interaction with consumers.
As well, the campaigns that they propose to advertisers must be creative both
in terms of their efficiency and their financial profitability," she said.
    Three other guest speakers participated in the first day of the event
including: Dale Hooper: Chief Marketing Officer - Pepsi-QTG Canada, Alain
Cloutier: Co-president - ZAD communications and François Lacoursière, Senior
Partner at Sid Lee.

    Highlights of the second day of the conference

    The theme of the advantages of new media compared to old media was
addressed by four of the six guest speakers who participated in the conference
this morning. Andrea Malgara, CEO of SevenOne Media, said television is
playing an increasingly dominant role in European markets and added that this
medium still has a role to play given its capacity to call on the emotions of
    Vlad Stesin, Vice-president - Strategy Bloom Digital Platforms, said the
media world is undergoing important changes, After passing from a mass market
to one of segmentation, the industry is currently in a phase of realignment
whereby the focus has shifted from the results issued from smaller segments to
those that are much larger. In addition to supplying major innovative media
projects, Mr. Stesin highlighted the fact that large scale media companies
must also work on projects with smaller players on the scene who are newer and
very dynamic.
    Charlie Crowe, CEO of C Squared Holdings Ltd., discussed the reason
behind the fundamental changes occurring with regard to advertising
positioning in recent years. Citing numerous examples, Mr. Crowe demonstrated
how and why traditional models used before the introduction of the Internet
are no longer viable. For example, the three U.S. television networks are not
efficiently responding to the needs of advertisers. Finally, he noted how the
industry needs to adapt by implementing innovative solutions that are geared
towards the schedules of today's consumers.
    Heikki Rotko, Executive Vice-president - MTV Oy, said digitalization in
the Finnish electronic media has made multi-platform business models more
profitable. He effectively demonstrated how a company like MTV Oy could
generate growth in three different technological platforms including
television, cellular phones and the Internet.
    Two other speakers participated in today's activities including Michael
Brossard, Senior Vice-president, Marketing at Rona. Mr. Brossard presented the
company's multi-platform strategy that it implemented as part of two projects
including "Ma Maison Rona" as well as a partnership with the Canadian Olympic
Association. In both cases Rona was able to benefit from a "360 degrees"
approach including, publicity, brand positioning. community involvement,
public relations and of course the Internet.
    Finally, Graham Young, Vice-president Revenue Management at JDA
International, Ltd. and Stan Ward, Director of Media demonstrated how the use
of ad placement software for managing revenue was not only desirable, but had
become critical to turning a profit with media that permit different placement
options to announcers.
    From September 25th to September 26th the Montreal International Media
Conference, featured 12 discussions on the topics of publicity and marketing
as well as the current role of multi-platforms.

    The Montreal International Media Conference

    The Montreal International Media Conference is an initiative of
CBC/Radio-Canada in collaboration with the Association of television and radio
sales houses (EGTA), JDA Software and the Association marketing de Montréal -
Publicité Club de Montréal (AMM-PCM). The event is seeking to unite marketing
and communication professionals from different countries in Montreal on an
annual basis. It is also seeking to showcase new multi-platform trends
happening around the world, encourage mixed media exchanges and create links
between Europe and the Americas.



    Thursday September 25, 2008

    12:45 pm  Arrival of guests
    01:00 pm  Opening remarks - Richard Portelance Radio-Canada
    01:05 pm  Understanding radio-Canada's integration strategy; Sylvain
              Lafrance, Radio-Canada
    01:35 pm  TV and Web: Complementary media, Jacques Deregnaucourt, TF1
    02:35 pm  The media agency point of view: are things any different in
              Canada?, Sunni Boot, Zenith Optimedia Canada

    03:35 pm  Building a leading-edge integrated communications strategy
              under cost pressure. Dale Hooper, Pepsico Canada
    04:05 pm  Product placement and its role in an advertiser's
              communications strategy, Alain Cloutier, Zad Communications
    04:50 pm  Discovering the full impact of a truly creative 360 degrees
              approach, François Lacoursière, Sid Lee
    05:35 pm  Cocktail

    Friday September 26, 2008

    08:00 am  Arrival of guests
    08:30 am  Considerations about television and digitization : Digital
              challenge or digital opportunity? Andrea Malgara - SevenOne
    09:15 am  Media revenue management in the north american television
              network marketplace
              Graham Young and Stan Ward, JDA Group
    09:45 am  Is it the end of display advertising as we know it? Charlie
              Crowe C Squared Holdings Ltd.
    10:15 am  Coffee break
    10:30 am  Big brands in little places: innovating in a fragmented digital
              media landscape, Vlad Stesin Bloom
    11:15 am  Rona: the success story of a Canadian advertiser in a no-holds-
              barred competitive retail environment, Michael Brossard, Rona
    12:00 pm  The consumers' pocket : a source of revenue for ad sales houses
              in an increasingly digital and mobile audiovisual market?
              Heikki Rotko, MTV Oy Finland
    12:45 pm  Closing remarks. Richard Portelance, Radio-Canada

For further information:

For further information: Isabelle Julien, Excydium Communications,
Cellular: (514) 971-0017,

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