These complex issues require a deep awareness on our part. Especially since our industry can have a considerable impact on some of the challenges our society is facing.
Attuned to these realities, the A2C has focused on active listening and proactivity when it comes to the needs and challenges of its member agencies. Led by Dominique Villeneuve and her team, the association has managed to launch inspiring, well-designed initiatives that will play a defining role in shaping the future of our industry. I’d like to thank and congratulate the A2C team for their great work.
More specifically, I tip my hat to the organization and to the members of our Diversity, Equity and Inclusion (DEI) committee on the drafting of the very first industry-wide DEI policy. It provides the solid foundation needed for us to continue our reflection and keep moving towards a culture of inclusion, as well as to ensure our values are firmly rooted in everything we do as an organization.
We are also delighted that the Council of Quebec Media Directors (CDMQ) has merged with the A2C. By grouping agencies that are active in all areas of marketing communications, we’re making our voices—and our actions—louder and stronger, including in our support of local media.
Moreover, this past year further highlighted a major challenge that we have to tackle together—the labour shortage. So, our aim is twofold: retain the talent currently working in our industry despite the many opportunities arising in other sectors, and gain a better understanding of the needs and drivers of the next generation, which holds the key to our long-term success.
This new generation of marketers will bring a new perspective that will help us further our reflection and evolution. After all, our industry prides itself on being connected to the culture, open-minded and adaptable. I hope that we can collectively seize this opportunity to offer our successors a stimulating experience that reflects our know-how, and take concrete steps that will change the face of our industry.
The A2C owes its vitality to the support and commitment of our member agencies. We’re confident and optimistic that our industry will enjoy continued success and overcome whatever challenges lie ahead by leveraging our greatest strength: our creativity.