From Canadian Promotion Director of a Pharmaceutical Co, Pierre leaves Toronto to come back to Montreal within an Agency. His 1st mandate: help the first Quebec McDonald’s restaurant Franchisees to capture quickly each of their respective market.

This 1st Agency experience tinted his career: the importance of the Local Market and the cash registers’ performances became second nature when planning for retail Clients.

His 2nd experience influenced for ever his strategic thinking process: in the “packaged goods” world of discipline, he helped reposition J&J Baby Brands within the adult segment.

The 3rd one became the most important turning point: he became a media director . His love for Media guided him to become a co-founder of The Quebec Media Directors’ Council. He sat on various data bank committees and currently sits on the PMB Board of Directors at a time when the Media universe is challenged from all sides.

He founded Bleublancrouge Media in the Fall of ’05. The explosion of contact points with consumers forced an in depth questionning process of the limiting word: Media.

With Claude Lamoureux’s help, they redefined the term Media by “Brandcast”tm where the consumer’s perspective is at the heart of the planning process, each Brand becoming its own media channel.