If Touché! pursued glory on the awards circuit, it wasn’t not for the bragging rights, says CEO Karine Courtemanche, but rather to keep the focus where it should be: on innovation and media creativity. Of importance to clients in any given year, these skills became all the more important during the pandemic, she says. In fact, that creative focus is one of the reasons Touché! was able to step up and calm client anxieties with innovative solutions to their business-specific problems, whether it was Canadian Tire (whose national retail network was largely impacted by COVID restrictions) or Lysol producer Reckitt-Benckiser (whose products flew off the shelves).