Benoît began his career at DDB in Paris, an adventure that lasted six years. During this time, he learned from one of the best advertising schools in the world: that the truth is in the product, it’s just that the product doesn’t always tell the truth. Whether he worked on Volkswagen, Fnac or Lactel milk, numerous commercial and creative successes expanded his expertise. No stranger to advertising awards, he’s won four Lions in Cannes and two Grands Prix Stratégie awards – awards he’s made his trademark.

When Saatchi called upon him to head Toyota for all of Europe, Benoît saw an opportunity to reach a whole new level. But also, in a different way from at DDB, Benoît saw his chance to enter a new school of thought, less intuitive yet hugely effective: that of reflection, of structuring and perennial ideas. His move to Montreal only served to heighten this renewed taste for a fresh challenge and his desire to put to use his experience, now a true creed, based on creativity designed to satisfy his clients and commercial results. And it works. Benoît’s contribution to the revitalization of numerous Quebec brands has been indispensable: for the Laurentian Bank and the Proxim Pharmacy network in particular. What he brings to the mix is the defined structure of a large agency as well as the tools needed for everyone to contribute to the quality of the product.