QUAI42 - Sustainable Marketing

Brands create new, more sincere forms of conversation with consumers. It's no longer just about the transaction. It's about the relationship.

Today, having a good cause is no longer enough. What you need is a cause embodied in a brand that will effectively raise awareness and convince.

1. Today's faster pace of life. Today, as never before, organizations encounter the challenges of time. They are required to act and react quickly. In this whirlwind environment, the brand often becomes the ultimate marker, making it more important than ever to protect your image and stay the course.

2. Consumption changes. We often hear that individuals reject consumption. Wrong! Basically, people enjoy consuming, but are seeking to do so differently. More intelligent, more pertinent, more reasoned, more responsible, consumption must have meaning. The brand must now do more than sell to consumers. Today, it must forge a relationship with individuals.

3. People are more than just consumers. For too long, marketing viewed individuals as nothing more than consumers. Thankfully, that era is over! Consumers are also and primarily individuals with an increasingly strong social conscience. Today, they no longer purchase a product or service. They purchase a brand, an organization. And they will give preference to those behaving in an economically, socially and ecologically responsible fashion. Incorporating these aspects becomes all the more important when you consider that, with the emergence of new technologies, people themselves have become the media, and wield considerable power…

4. Communication becomes conversation. Internet 2.0, social networks are revolutionizing our industry. Obviously, advertising in traditional media still exists and remains, still today, a standard of credibility and authority. But communication is no longer unidirectional. People talk to each other about products, services, brands. They even speak directly with the organizations behind these products, services and brands. A genuine, instantaneous dialogue has been established between consumers and companies. Communication has become bidirectional. This calls for brands to join the conversation, feed it, participate, listen, respond. In this new relationship, brands must be transparent, genuine, and most importantly, they must understand that people's attention can no longer be bought, it must be earned. Power now lies in the hands of consumers.

5. Social brand. Adopting a social, economic and environmental conscience is no longer a communication hook. It has become a key strategic asset for the brand. And when it is an integral part of a brand's difference and relevance, it becomes a powerful weapon for generating knowledge, appreciation, and preference.

Each and every gesture has an impact on the brand. For us, compromise is not an option. QUAI 42 is a guardian of the brand.

To draw maximum benefits from this approach, we must ensure the commitment of everyone involved: employees, shareholders, clients, suppliers, partners, media, elected officials, the community.

Today, speed is of the essence. And thinking becomes part of action. This explains why, from the time it was first established in 1996, we have viewed QUAI 42 as a communication hub.

At its core: A senior expert with more than 25 years of Marcom experience, around him, the finest talents in various areas, allowing us to meet the challenges facing our clients and to give life to brands.

A location must foster reflection, stimulate creation, and give rise to great ideas.

Our agency is located along the Lachine Canal in a hundred-year old house designated by the Patrimoine historique de Montréal as part of the city's architectural heritage.

Our work environment is idyllic and unique. We are delighted to share it with our clients, our collaborators and our partners.