ALFRED ARRIVES AT THE MONTRÉAL SCIENCE CENTER

Following a tender, the Old Port of Montréal Corporation chose Alfred to handle all of its marketing communications. The four-year mandate includes work on strategic thinking and creative for both of the company’s brands: the Old Port and the Montréal Science Center. "We loved the team’s dynamism of the team and the relevance of their thinking. They totally understood our brand and the plan they presented provided real solutions. Concerning the creative, we expected a lot from an agency with Alfred’s reputation and we weren’t disappointed" says Sophie Morin, Director of Marketing and Communications for the Old Port. For Alfred, this represents a second account won in collaboration with Substances Stratégies. According to Jean-François Bernier, President of Alfred, this is a new kind of business model. "The model of the ‘big agency’ is not necessarily relevant in 2014. Rather than have a lot of costly internal resources we have chosen to build relationships with effective partners like Substance. We can offer our talents together when necessary and so far the approach has been successful. We’re going to be able to work on two very inspiring brands together." The consortium led by Alfred also includes Mark Morin Strategies for relationship marketing, Manon Vincent SMP for media and Radiance media for digital media purchases. "There was clearly a desire within the SVPM to take the digital route and that made Alfred a good fit. They make the kind of creative that people like to share" says Substances Stratégies’ Guillaume Brunet. Work began immediately for the agency and its partners with the the Lascaux cave exhibition held in spring 2014.

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