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FCB Montreal Refocuses Agency Model Around Creative and Strategic Leadership
09/02/2022
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Digital Agency
Toronto, Canada
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Sylvain Dufresne takes on an expanded role with Laurence Ohayon
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With the intention of providing its clients with direct access to their creative and strategic leadership, FCB is reassessing the business model for their Montreal office. Previously, the agency operated under a classic structure, led by a president. Going forward, they will now be led by a trio completely focused on the creative product. 

Sylvain Dufresne, vice-president, head of creative takes on an expanded role in leading the agency. He will be accompanied by Laurence Ohayon, general manager for the Montreal office, and a strategic partner who will be announced later this year. Thanks to this leaner structure, Sylvian and the future head of strategy will offer clients a direct link to those who orchestrate the creative product.

“FCB has always believed that creativity is an economic multiplier. The process begins with a strong partnership between the creative and strategic leads with a view to unleashing creativity across the customer journey,” says Sylvian. “This new structure will allow us, at FCB Montreal, to create stronger creative brands in Quebec, though stronger collaboration internally and with our clients.” 

2022 has gotten off to a great start for FCB Montreal with their new partnership with Valentine, which was announced last month. 

“Sylvain has really been the driving force behind our creative product at FCB Montreal, working alongside Laurence who has done a wonderful job managing the day-to-day operations of the agency,” said Bryan Kane, president of FCB Canada. “We are also working very hard to do everything possible to further support them and capitalise on the opportunities that exist in Quebec for both current and future clients.”

The consequence of this reorganisation is the parting of ways with Samia Chebeir, former president of the Montreal office. “Samia did an incredible job leading the Montreal agency over the past four years, including through the tough times of the pandemic. We sincerely want to thank her for her hard work, passion, and contributions to the agency and wish her success in her future endeavours,” emphasised Bryan.

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