Québec’s advertising sector is committed to developing the US market. To this end, the Québec Association of Advertising Agencies (AAPQ) recently completed a second trade mission to Chicago from March 10-12.
Representatives from nine Québec-based agencies took part in this initiative, which was designed to promote the YUL-LAB advertising laboratory. Working under this banner, Québec advertisers are presenting Montréal as a low-cost test market for international advertising campaigns. The city is also being promoted as a self-contained market in which experiments can be conducted in a controlled environment, with a wealth of local talent specializing in advertising design and strategy. This initiative is targeted at marketing managers of large companies.
The trade mission’s agenda also included a seminar organized by the American Association of Advertising Agencies entitled “Agency 2.5: How Agencies are Transforming for the Future”.
Three of the participating firms also took part in the first trade mission to Chicago in late November 2009, which was backed by Montréal Mayor Gérald Tremblay. Québec’s Government Office in Chicago also provided organizational support.