La Presse’s Sales and Operations, Media Solutions, Branded Content and Data Science departments are joining forces to launch a new, distinctive, and unifying advertising brand today: Atelier La Presse.
This brand was created to pool together the strengths of the various departments in a team that shares the same emblem, also serving as a reference point for advertisers.
“Having an original advertising brand for our B2B activations gives us more leeway and avoids any confusion,” explains Valérie Beauchesne, Managing Director, Media Solutions. “Although the role of Sales is to support La Presse’s mission, on a day-to-day basis our targets, objectives and activities are very different. As a media outlet, La Presse is a leader in information, but our fields of expertise are even broader and we want to increase the visibility of the teams and the expertise available to our advertisers.”
One Atelier: three expert teams
Patrick Salois, Vice President, Sales and Operations, at La Presse, says: “When I arrived at La Presse more than a year ago, I noticed a real collaborative effort between the various expert teams involved in advertising sales, but also a real willingness on the part of our teams to innovate.” He continues: “Today, 42% of our advertising revenues come from solutions that didn’t exist four years ago. I have also witnessed the impact of this collaboration outside our offices, since it continues with our advertisers, whom we consider true partners. This realization was the basis for creating the Atelier La Presse brand.”
The name Atelier La Presse has two distinct and powerful meanings. First, it refers to the idea of a factory, the physical place where people work, create and make something. Secondly, it recalls the idea of a space for sharing, embodying the place where specialists and partners discuss, design and produce together.
Atelier La Presse brings together three expert teams: Canevas, which is dedicated to creating and incorporating innovative advertising formats; XTRA, which comprises some 40 brand-content specialists; and Radar, which scans and analyzes data, always keeping an eye on trends. Together, these experts work towards a common goal: to shine a spotlight on our advertisers and partners.
A strong and consistent brand for the industry
“Atelier La Presse is the collective workspace where the talents of several of our departments converge,” explains Etienne Turcotte, Director, Creative and Advertising Production. “To create Atelier La Presse’s brand image and website, we wanted to take this collaborative work a step further by turning to long-time partners: Cossette for the brand image and Sid Lee for the website. Combining everyone’s expertise always makes us stronger. This is the basic idea behind this advertising brand.”
The concept of "drawers" allows the three expert teams to be incorporated in L’Atelier while unifying them under the La Presse entity. The brand image developed by Cossette features a number of illustrations and is perfectly suited to the advertising industry in which it operates: witty, strong, colourful and current.