Speed and precision are the new currency of modern marketing, and Cossette Media has learned how to move fast within a complex network. Over the last few years, it has restructured around agility, innovation and data-driven independence. “We have the freedom and the talent to build what our clients need, when they need it,” says Marc-Antoine Grenier, vice-président principal et directeur général of Cossette. “If we believe in an idea, we can develop and launch it in a few months. That’s the kind of agility today’s market demands.”

Grenier, directeur général Québec et Est du Canada Martin Soubeyran and GM of Ontario and Western Canada Andrew Butts have been transforming Cossette Media into a faster, more inventive operation. Much of that evolution stems from the arrival of Plus Company EVP Karine Courtemanche, whose leadership has given the agency both clarity and momentum. Under Courtemanche’s direction, Cossette Media underwent an internal reorganization that put a greater focus on client leadership, product development and technology as the engines of growth. The result is an agency that feels less like a division of a holding company and more like a collaborative innovation lab.

“We’re able to remain globally competitive by either building or investing in technology ourselves,” says Butts. “Coupling that with the independence and integration across our disciplines has created the momentum we’re seeing today.”