Looking for Quebec’s ‘new way’ of retail marketing
Publicis Montreal has landed the creative assignment for Quebec furniture and electronics chain Brault & Martineau following a competitive review that began in November.
The account was formerly with Les Évadés, a small independent agency that was shortlisted for the assignment alongside Bos.
Established in 1960, Brault & Martineau operates 20 stores throughout Quebec, including 10 megastores and four 55,000-square-foot liquidation centres. While the chain currently enjoys strong brand loyalty among Quebec’s Francophone community, Publicis vice-president and creative director Nicolas Massey said one of the primary business objectives is to broaden its appeal among Anglophones and other ethnic groups.
Massey said the retail category can be a challenge for some creative agencies because of its rigid adherence to so-called “non-conceptual” work and a “buy now” approach to marketing.
“We think that if it’s well done, it can serve both purposes of building an image and selling,” said Massey. “We demonstrated that we could be as creative as possible without forgetting that their [marketing] model works.
“We want to do retail [marketing] in a new way.”
According to Massey, Publicis’ work on rebranding Metro Inc.’s Super C banner – an ongoing effort that launched about a year ago – played a key role in the account win.
Operating in what Massey characterized as a “really competitive” category, Brault & Martineau has traditionally leaned heavily on TV and newspaper advertising, as well as sponsorship, for its marketing. While Publicis plans to retain those tried-and-true tactics, it will also layer in additional marketing elements, said Massey.
“For [Brault & Martineau] to stand out, it’s not only about a TV spot or marketing campaign. It’s about a whole new philosophy,” said Massey.
Publicis’ first work for its new client is expected next month.
