A Guide and Index Launching to Support Local Media Through Responsible Practices





Montreal, February 10, 2021 – Following the Manifesto for responsible media practices, launched in May 2020, the Association of Creative Communications Agencies (A2C), in partnership with the Quebec Media Directors’ Council (CDMQ), created the Guide to Responsible Media Practices and the Local Media Index.


The Guide to Responsible Media Practices is designed for media professionals, both agencies and advertisers. It is intended to serve as a guideline for a responsible media approach by supporting the local media ecosystem while benefitting advertisers and consumers in a socially, culturally, and economically positive way.


The Local Media Index showcases the proportion of digital and total investments made in local media. Its purpose is to highlight the advertisers and agencies’ dedication to raise awareness about the Movement and to take concrete action.

“The launch of the Guide and Index is the next logical step of the Movement and those two initiatives are additional tools that will encourage investment in local media. Our support as an industry is essential and we are committed to reaching the objectives that we had set,” said Dominique Villeneuve, President and CEO of the A2C.


“We strongly encourage all media professionals to use these tools which will help reinforce how important it is for advertisers to invest in local media. We all have a role to play and the Index is a tangible way of measuring our individual and collective contribution,” added Véronik L’Heureux, President of the CDMQ and SVP, Managing Director at Publicis Media.


These tools were developed to reach the goals that were set in the Manifesto for responsible media practices, which aims to double the amount of budgets for local media over the next few years.  If these objectives are met, more than $200 million per year will be invested in our ecosystem. A committee of media experts (Luis Areas, Alexandre Simard, Marie-Christine Simard, Alain Desormiers, Axel Dumont, and Danick Archambault) took part in creating the Guide and the Local Media Index.


Download the Guide and show off your Index.


About the A2C

The A2C is the voice of more than 70 agencies in Quebec of different sizes, configurations, and specialties, but all with one thing in common: a commitment to creative communications. Its members generate more than 80% of the industry’s revenues in Quebec and contribute to the success of companies here and abroad. Our mission is reflected in various initiatives that aim to guide our member agencies when facing issues of an economic, technological, or social nature and in this way, we aim to ensure vitality and excellence within the entire industry. For more information, go to www.a2c.quebec.


About the CDMQ

The CDMQ’s mission is to be a point of convergence of opinions and information, an organization that defends the interests of advertisers/agencies, and a promotion and stimulation tool for media. For more information, visit www.cdmq.ca.

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Emilie Chacon

Advisor, marketing communication

Association of Creative Communications Agencies (A2C)

Phone: 514 475-6371 – e.chacon@a2c.quebec