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Karine Courtemanche Becomes Chief Executive Officer of PHD and Touché! Canada
After 10 years as President of Touché! and Omnicom Media Group Montreal, Karine Courtemanche has been named CEO of two of Omnicom Media Group’s national agencies, PHD and Touché! Canada.
Courtemanche has been a member of OMG Canada’s leadership team since OMG acquired Touché! in 2004. As President of Touché!’s Montreal and Toronto offices, she was tasked with overseeing all of OMG’s brands in Quebec. In addition to this role, she is now responsible for PHD’s Canadian agencies.
“I’m extremely proud to be part of an organization which consistently supports the growth and development of its employees. My last 15 years with OMG have been a truly inspiring and rewarding journey.” explains Courtemanche. “2020 will no doubt bring its share of stimulating challenges, with a primary focus on the growth of our brands in the Toronto market.”
Courtemanche will now spend most of her time in Toronto, with Caroline Moul leading PHD Canada as President and Alain Desormiers leading Omnicom Media Group’s Quebec agencies, including Touché!, which he founded 25 years ago.
As her predecessor and mentor, Desormiers says it was “100% clear in my mind that Karine was the most competent candidate to step into the shoes of the CEO of PHD and Touché!. Extremely business savvy, Karine is well positioned to propel these two major agencies and their 450 employees to the top of their league.”
The Canadian media scene may be reaching a turning point, but VIA Rail and Touché! have demonstrated that investing in local media can still yield excellent results, all while supporting local newsrooms. With the Love the Way campaign, the media agency and the advertiser rethought their media buying strategy to adapt to the new realities of content creators and publishers.
As one of the most acclaimed advertisers both domestically and internationally in recent years, VIA Rail was seeking a new way to demonstrate its expertise in innovative and responsible strategies for the Canadian market. In collaboration with the Touché! strategy team, VIA Rail launched Love the Way in the summer of 2018 to increase its brand visibility and boost ticket sales. What set the campaign apart? 80% of advertising investments for the Ontario and Quebec markets were allocated to the digital platforms of local content creators and publishers. That’s a leap of 25 percentage points compared to a similar period and media budget in 2018.
This campaign is the fruit of Touché!’s efforts to privilege responsible media buying. The agency believes it is vital to support local publishers who are developing rich and relevant content for Canadians. This is why it works with its clients to re-examine their advertising policies and consider innovative solutions that will benefit everyone involved.
On the heels of the successes of 2018 and 2019, VIA Rail and Touché! have a similar strategy in the works for 2020.
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