montré unveils YUL-LAB

     Launch of a new experimentation lab intended for global advertisers
             and announcement of a first trade mission to Chicago

    MONTREAL, Aug. 25 /CNW Telbec/ - The Association of Quebec Advertising
Agencies (AQAA) and its 64 advertising agency members today unveiled
montré's main trade offering: the YUL-LAB. This major project is intended
to resolve one of the key dilemmas facing global brand teams worldwide and
will contribute to the City of Montréal's economic prosperity and
international reputation. Indeed, in today's new digital era and at a time
when investments need to be optimized, advertisers are continuously striving
to find new advertising mixes that can accurately predict the success or
failure of a communications campaign. Global advertisers are thus invited to
leverage Montréal's microcosm in order to minimize their risks through
experimentation and this, via the YUL-LAB.
    "Montreal is the best place in the world for this kind of test lab," said
Sébastien Fauré, Chairman of the Board for the AQAA and President of
advertising agency bleublancrouge. "This city is a microcosm, an isolated
environment with its own media environment where we can test campaigns in a
unique, controlled setting, while all owing for an optimization of investments
as we can experiment at low cost and produce top quality work owing to our
local creative and strategic expertise. The YUL-LAB is an idea that has the
power and the potential to conquer new markets across the world", added
Sébastien Fauré.
    Some advertisers, as is the case with MasterCard, can vouch, even now, to
Montréal's suitability to experiment with an eye on export markets. "When we
were presented with a campaign idea that had global appeal and applicability,
we worked with Marketel to pilot and test the idea in Quebec," said Lilian
Tomovich, Vice-President, Brand Marketing at Master Card. "We chose Montreal
because of its controlled, economical and mainstream environment, as well as
its reliable performance measures." .
    "The AQAA is thrilled to lead the creation of the YUL-LAB, a practical
business development tool for member agencies which increasingly need to
generate global opportunities," said Yanik Deschênes, President and General
Manager of the AQAA. "Advertising agencies now have a truly unique offering to
offer global advertisers. Multidisciplinary services, efficiency, flexibility
and timeliness are just a few of the direct benefits of the YUL-LAB."
    The launch, attended by many of Montréal's best-known business
ambassadors and industry partners, also served to officially announce the
holding of a first trade mission for the YUL-LAB, which wil be held next
November 19th and 20th in Chicago. This mission will be led by Mr. Daniel
Lamarre, President and CEO of the Cirque du Soleil: "I'm extremely proud of
this initiative undertaken by montré, one that finally provides a lever
to enhance the visibility of our advertising agencies," said Mr. Lamarre in a
pre-recorded video statement. "I eagerly offered my collaboration to this
first industry trade mission which will showcase Québec's creativity, thereby
benefiting all of us." In addition to this economic mission, the YUL-LAB will
be promoted in other cities (including New York and Cannes) over the next year
and a through an extensive marketing campaign, notably in Montréal-Trudeau
airport, starting in October.

    The Association of Quebec Advertising Agencies

    Founded in 1988, the Association of Quebec Advertising Agencies (AQAA), a
non-profit organization, represents 60 member companies who account for more
than 80% of the advertising sales recorded by agencies in Quebec. The AQAA's
mission consists in defending the interests of its members, improving the
quality of advertising and raising public awareness on the importance of the
role of marketing communication agencies. Toward this aim, the AQAA will not
hesitate to invest in the promotion and visibility of the industry through
consensual projects.
    The AQAA also supports the training of new professionals and research and
development in order to enhance their knowledge and specialized skills. For
further information, please visit:

For further information:

For further information: Marie-Luce Ouellet, Director of Communications
Association of Quebec Advertising Agencies, (514) 848-1732, extension 201,
Cell.: (514) 586-2564,;;

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