During his more than 20 years in advertising, Jean-Philippe has explored highly varied territories. He began his career at bleublancrouge promoting retail-trade accounts. Over a period of ten years, he created traffic for such clients as Burger King, the Quebec Toyota Dealers Association and Esso. His specialty became generating movement towards and desirability for these points of sale.

Jean-Philippe then joined Ryan & Deslauriers, for whom he worked on the IntraWest World account for six years. He travelled to many far-flung outdoor sites and four-season eco-tourist destinations to determine why tourists go to a particular destination. It was then that he truly began developing his concept of the term “destination”.

Jean-Philippe strongly believes that brands are destinations and destinations are brands. Back with bleublancrouge in 2006, he launched himself into brand-image development and the added value that each brand brings to the destination: Quartier DIX30, an ambitious project orienting every communication toward creating a true urban centre; the Ritz-Carlton, an old Montreal institution going through the challenges of a major renovation; and Place Ville-Marie, Montreal’s first skyscraper.

He creates traffic and is also a great catalyzer of exceptional ideas. Infusing a project with emotion and forging a powerful relationship between a destination and its clientele are what he does best.