Association des agences de communication créative

The Association of Quebec Advertising Agencies (AAPQ) becomes the Association of Creative Communications Agencies (A2C) to Better Reflect its Members and the Industry's

For immediate release


Montreal, Tuesday November 10, 2015 – The Association of Quebec Advertising Agencies (AAPQ) becomes the Association of Creative Communications Agencies (A2C), a natural change that echoes the industry’s transformations over recent years. The A2C wants to better represent member agencies whose role and expertise have evolved and now go beyond advertising.

“The complex nature of the challenges facing our clients has compelled agencies to become partners of innovation for them,” said Alain Tadros, Chair of the Board of Directors of the A2C. “Creative communications was a natural choice because creativity, one that is intelligent, strategic, and focused on helping clients achieve their business goals, is the common denominator that unites agencies in an industry as diverse as ours.” The term “creative communications” refers to an extended ecosystem that includes communications focused on creating value for companies.


A recent study commissioned by the A2C confirms the trend. “Quebec, just like the rest of Canada and the world, is undergoing a period of great transformations, specifically caused by the rise of digital content“, declared Dominique Villeneuve, General Manager of the A2C. “For the first time, in 2014, digital advertising is greater than TV in Quebec and in Canada. This phenomenon inevitably pushes companies that work in the industry to reinvent themselves in order to face the increasingly complex issues that affect their clients”, she added. 


The economic study conducted by Raymond Chabot Grant Thornton reveals the importance of the marcom industry in the Quebec economy. Annual investments are estimated at $5.9 billion and generates economic returns of $783 million in terms of GDP. This has allowed the creation of 10,000 high-quality jobs in addition to sustaining an
ecosystem that includes production companies, artists, and craft professional.

With this repositioning, the Association reiterates its mission and commitment within this constantly-evolving industry. “The role of the Association is relevant now more than ever and serves to guide our member agencies in facing this challenge,” pursued Ms. Villeneuve.


“We are pursuing our various initiatives with a new momentum, by being more representative and in line with the evolution of our members. Our goal is to ensure vitality and excellence within the entire communications industry in Quebec.”

This significant change is the result of an in-depth reflection by the Board of Directors and many of the Association’s member agencies. The new name was unanimously adopted by members during the annual general meeting held on October 21, 2015.

A new identity signed lg2boutique

The Association of Creative Communications Agencies (A2C) partnered with lg2boutique to perfect the thinking behind the repositioning and implement a new identity consistent with this image.

The inspiration for this identity comes from the member agencies themselves: covering different professions, it is the diverse talents within a same agency that create a business solution that is more efficient for clients. The different combinations of talents available are nearly infinite, whether within one single agency or many. That’s why the A2C’s identity has become an evolutionary one: it will alternate between five different logos, all stemming
from the same matrix, to represent the diversity, wealth, and strength that result from the combination of talents offered within an agency.

To celebrate this new era, a video (French only) was created by lg2 in collaboration with Sud Ouest Productions and BLVD to highlight the A2C’s new positioning and identity. The Association’s website was also redesigned by TP1 and deployed by Egzakt. A first version of the website is online as of today and aims to use one single platform to showcase every service offered by the Association for agencies and clients looking for an agency. Visit for more information.

Repositioning and branding

  • Lg2boutique

Launch campaign


  • Creation: Lg2
  • Video production: Sud Ouest Productions
  • Video sound: BLVD

Website redesign

  • Design and creation:TP1
  • Development: Egzakt

About the A2C

The A2C is the voice of almost 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 75% of the industry’s revenues in Quebec and contribute to the success of companies here and abroad. Our passion 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, visit

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Advisor, Marketing Communication
Association of Creative Communications Agencies

(514) 848-1732 ext. 201