A look back at a year full of initiatives and achievements for the A2C, serving its members and the industry. Discover the key actions taken in 2025–2026 to promote excellence, showcase the agencies’ expertise, and defend their interests.
Promoting excellence
Studies and suveys
- Telework Policy
- Current Status, Hiring, and Operations
- Projected Salary and Rate Increases
- Support for Branch Managers
- Leave Granted to Employees
New tools
- Agencies & AI: Achieving Successful Transformation Beyond Technology
- Guidelines for Using AI in the Development of Your Creative Communication Campaigns
- Ethics Charter for Influencer Marketing
► To access these resources, visit the Member Access section.
Events
The 2025 Media Gathering (knowm as Immédia)
- Theme: Reinventing Ourselves Together
- 260 participants (overall satisfaction rate of 82%)
2025 Leader Summit
- Theme: Values
- 178 participants (overall satisfaction rate of 84%)
Idea Conference 2026 (new!)
- A new strategic gathering for agencies and brands to understand what really works today and to celebrate creativity and performance together
- Theme: Effectiveness in 2026
- 191 attendees (overall satisfaction rate of 75.6%)
Training courses
Collab A2C x Grenier (new!)
- A strategic partnership for organizing our training programs
- Gestionnaires en agence
- “Média d’ici” Certification
- 42 participants (overall satisfaction rate of 79.07%)
A2C Academy 2026
- Program update, now condensed into one week
- 14 participants (overall satisfaction rate of 79%)
Local media circuit (new!)
- Supporting young media professionals in understanding local media and strategically integrating them into media plans through immersive experiences offered by various media partners.
- 66 participants (overall satisfaction rate of 81.5%)
Raise awareness
Media coverage
Public Statement
Digital platforms
- 105,254 sessions on a2c.quebec (+17.2%)
- 54,436 sessions on concoursidea.ca (+17.7%)
- 12,801 followers on LinkedIn (+9.5%)
- 2,637 unique visitors to the page
- 5,189 page views (-34.8%)
- 8,639 followers on Facebook (+0.2%)
- 4,068 followers on Instagram (+7.7%)
- +35.5% increase in page reach
Earned Media
- Visibility valued at over $172,252 in business media
- Consistent presence in industry media
A2CMieux (new!)
A brand-new podcast series that explores the major transformations taking place in Quebec’s industry through candid and lively discussions between experts from both the agency and client sides.
5 episodes this year (in French only):
Student Leadership
Agency open house day
- 540 students
- 35 sponsoring branches
- 9 $500 scholarships awarded by random drawing among participants
2026 Relève Communication and Relève Marketing Contests
- 54 students
- 9 teams from 4 universities
- Relève Communication
- Winning team: ConU Consulting, from the John Molson School of Business (JMSB) – Concordia University
- Partner client: City of Laval
- Relève Marketing
- Winning team: Ayöye, from ESG UQAM, in collaboration with the Faculty of Communication at UQAM
- Partner client: BMO Financial Group
Other involvement: Industry Spotlight, in collaboration with JMSB
Idéa Awards
What's New
- A streamlining of categories to incorporate new areas of expertise
- Increased support for small agencies
- Strengthened gender parity and diversity on the juries
- Enhanced visibility within the business community through the Idéa Conference
Idéa Day
- 434 live streams during the Bronze and Silver award announcements
- 1,050 participants in total
- 561 awards presented (winners and statistics in Grenier magazine)
- $4,500 donated to Le BEC
Rising Star Award and Partner Award
Rising Star Award
- 31 nominations
- 10 finalists
- Six (6) winners
Partner Award: RoséFM, by Bell Media
Advocacy
Industry Representation
Representation and Lobbying
- Presentation: “Agencies in 2026: Creating New Value” for the Association Marketing Québec (AMQ)
- Presentation of the “Guidelines on the Use of AI in the Development of Your Creative Communication Campaigns” for the City of Montreal and the Ministry of the Executive Committee (MCE)
Involvement on Various Boards of Directors and Committees
- Volunteer Network for Communicators (BEC)
- Inis Standing Committee on Shared Training
- Quebec Graphic Communications Workforce Sector Committee (GraphiCompétences)
- Digital Advertising Alliance of Canada (DAAC)
- Advertising Standards Board (NCP)
Promoting Agency Services
Business opportunity monitoring enhanced by artificial intelligence
- 340 shared calls for proposals
- Free consulting services for advertising clients
- 19 organizations advised on agency selection processes
- 25,509 views of the Agency Directory
- 7 interventions with companies not adhering to best practices
- APC-UDA Collective Bargaining Agreement
- 332 interpretations of the agreement with the Union des artistes (UDA)
- Finalization of the implementation of direct payment to performers
- Signing of a letter of agreement regarding audition announcements
- Preparation of an interpretation chart for the roles of extra, principal extra, and silent role (in progress)
