A message from the Chair of the Board

Creativity and business go hand in hand and this dynamic will always be in constant flux. The health of our industry greatly depends on our understanding of this synergy and what steps we take, collectively and individually, to be a key player in this relationship.

Other than creativity, the economic side of our profession has never been such a crucial issue. It is inherent to our ability to innovate, to create relevant commercial content and value.

The A2C has helped our industry evolve under this financial pressure. By combining our resources, we are therefore able to achieve great things.

  • Investing in a quantitative demonstration of the value we create with the Key Performance Indicator (KPI) Guide. There will still be work to do, but the commitment of our members will be the key to success.
  • Foster innovation to stand out via governmental entities for tax credits for research and development to foster recruitment, for instance.
  • Put pressure on certain accessory costs related to speculative work by supporting clients in their agency selection process.
  • Ensure our competitiveness in broadcast production versus the rest of Canada via the negotiation of the collective agreement in order to create an environment conducive to ad production.
  • Equip ourselves to reduce certain operational costs in the face of growing human resources and training needs.
  • Increase the visibility of our product and talent through various initiatives.

In 2018, we need to make major changes. The issues of creativity, commerce, and media are also topical societal challenges that have become subjects of unprecedented public and private debate. Our industry must play a larger role in these discussions to better understand our role and evolution and to shine a light on what we contribute to society as major economic, social, and cultural players.

In closing, please know that the door is always open to our members if they want to personally contribute to committees or suggest initiatives.

François Lacoursière

Key topics

  1. Increase awareness about the work of agencies
  2. Best practices for the client-agency relationship
  3. Measuring the performance of communication initiatives
  4. Accessibility to tax credits and grants for digital production
  5. Competitivity of Quebec’s ad production
  6. Attract and retain talent



Be the voice of Quebec’s agencies for clients, governments, and other key players by providing solutions to the issues that have a direct impact on the vitality of the industry.

  1. Agency selection process
    • Personalized consultation service for companies searching for an agency and interventions to improve non-compliant processes
    • Various free tools available for download:
      • 400 downloads of the Agency Selection Guide
  2. Key Performance Indicator (KPI) Guide
    • Creation of a reference tool to measure the performance of communication efforts in order to allow agencies and clients to work towards the same goals
    • Launch of a digital platform on the topic listing all the objectives and relevant performance indicators
  3. Governmental relationships in the digital sector
    • Steps to improve access to the Tax Credit for the Development of E-Business (TCEB) through various meetings with governmental departments
    • Tabling of three briefs to present the industry for various public consultations related to digital
  4. Collective agreements in ad production with the Union des artistes (UDA)
    • Negotiation of the TV/Radio agreement expired in 2015 (ongoing)
    • Training programs and interpretation services of the agreements for producers affiliated with our member agencies
  5. Representation of the industry on various committees and boards


Showcase the expertise of members and the industry to current and potential clients, and attract talent to agencies by fostering interactions with the next generation of workers.


Support executives to overcome their business challenges with relevant tools and data, and keep offering training programs that take into account the realities of the industry.

  1. Surveys
    • Annual surveys conducted with the ICA on agency rollover, salary, and fees
  2. Memos
    • Sending informative memos related to business practices on a variety of topics:
      • The Voluntary Retirement Savings Plans (VRSPs) soon to be mandatory in some cases
      • OQLF – Signage and social media
      • Phase 3 – Canada’s Anti-Spam Legislation
      • Suspension – Canada’s Anti Spam Legislation
      • Mandatory contract authorization required by the AMF for public contracts worth $1 million and more
  3. Direct services
  4. Training
    • Creation of a Leaders’ Summit, Le brief, including a series of conferences on issues affecting agency executives
    • Exclusive training programs on a variety of topics:
      • Introduction to collective agreements (TV/Radio and INM)
      • Innovating in HR thanks to à la carte payments
      • Finances in agencies, 2017 edition
      • Code Québec: How to sell the Quebec difference
      • Information sessions and webinars on negotiations with the UDA
      • Business Case Writing Skill
    • Financial and promotional partner, as a co-founder of two training programs that have helped to:
      • Created the first course at Factry, the school of creativity sciences
      • Enhanced HEC Montréal’s D.E.S.S. marketing communication program