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.
To meet the challenges of the today's marketplace, companies must come up with more and more social answers.
More and more, in light of the social stakes, institutions and Non Profit Organizations must adopt brand logic.
At QUAI 42, our task is to develop strategic visions and creative solutions that will grow, in a responsible manner, our clients' revenues and strengthen their brands while having a positive impact on people and the world around us.
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.
We first identified the five key challenges facing agencies such as ours in order to remain relevant and innovative.
These are the same challenges facing our clients' brands.
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.
There is no such thing as a minor or major communication measure.
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.
We believe that the future of agencies lies in short, flexible, agile structures capable of meeting the new challenges facing brands.
Event planning and management
Media consulting, planning and buying
Waterfront café and terrace
Pierre G. Couture
Founder, Executive Director
Pierre is our spark plug. He throws himself wholeheartedly into everything he undertakes. Pierre has a rare talent for mobilizing the finest resources to carry out projects. A creative strategist, Pierre has more than 25 years of experience acquired with major agencies including BCP, Cossette where he was VP at Blitz.
Recognized as one of the country's leading experts in automotive communication, Pierre has contributed to the success of Renault, Chrysler, GM, Nissan, Honda, Toyota, Mazda, Lexus, Infiniti and now, Mercedes-Benz. He also collaborated on campaigns for Bell, McDonald's, St-Hubert, Pirelli, Montreal Canadiens Hockey Club, Bell Centre, Cadillac Fairview, Scotia Bank, Desjardins, Provigo, Spinelli.
Pierre is a gourmet with an appetite for life. Triathlete, soccer and football coach, he is constantly seeking a perfect balance in life.
- AVEOLANCIS – Corporate Health
- BNP PARIBAS
- CCSA – Canadian Convenience Stores Association
- Cégep André Laurendeau and its Foundation
- Favreau & Gendron, insurance
- Clinique Santé Voyage
- CHUM Foundation
- Desjardins - Ile-des-Soeurs
- Douglas Institute Foundation
- Thérèse F. Casgrain Foundation
- GP2S – Organization for Health Promotion and Prevention
- Mercedes-Benz Canada – Retail Division
- smart Canada
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.
We believe in the
power of the premises.
- Balanced life
- A waterfront address.
- A location conducive to the exchange of ideas.
- An area where partners enjoy the freedom to simply join forces and go their own way.
- A place where clients stock up on the ideas and tools that will enable them to pursue their journey.
- A strong anchor in highly turbulent marketing-communication waters.