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Montreal as Incubator for Ads

August 28, 2009

Where in North America can you find a ‘pure’ market untainted by the proliferation of US advertising in order to test out new ad campaigns and products? Try Montreal. “It’s a clearer, purer test environment,” said Lilia Tomovich, VP of Brand Marketing at MasterCard Toronto. Bertrand Marotte, in the Globe and Mail (August 25, 2009), reports in Montreal: Your Ad Goes Here, that the Association of Quebec Advertising Agencies‘s YUL-LAB program “is to allow multinationals with hugely expensive annual advertising budgets to use Montreal to find the right mix of new and traditional media campaigns and then replicate the results on a global basis.” L’Oréal Canada is the first to sign on. More information on the YUL-LAB is here.

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