Claude Lamoureux

Vice-president Client services and Media

The media world is always spinning. If you’re going to be a player, you’ve got to have the right mindset; you can’t get complacent thinking that consumers are just waiting for what you have to say. With media creativity you should constantly be looking for a new take on things, to give your audience something unexpected. That’s what Claude Lamoureux does.
And he does it very, very well.

In 2010, he captured Créativité Média’s top prize for his Literacy Foundation work. The year before that he took gold at the Media Innovation Awards for a Laurentian Bank campaign. And those are just two of the statuettes on his shelf, which is already well stocked with Créa and Média Infopresse awards. So how does he do it? It’s simple. Claude doesn’t think about “media creativity”, he thinks about “strategic creativity.” For Claude, understanding the audience is the key to success. Knowing how and why to communicate takes precedence over where and when to communicate. It’s not enough to figure out what media to use, you’ve also got to find the best way of using it. Quality, rather than quantity, intelligence rather than flash… because a small, artfully orchestrated effort is often much more effective than an intense media barrage. That’s what “strategic creativity” is all about. Claude is a walking idea lab, able to wrap his mind around brands as varied as L’Oréal, SAQ, Laurentian Bank, Toyota, Loto-Québec and The Gazette. They’re considerably different sectors with very different targets calling for different methods.

Claude is adept at selecting the methods that get unprecedented results, constantly mindful that, these days, the medium counts every bit as much as the message. Always on the lookout for the next big thing, Claude, who posses a rare mix of youthful outlook and tested experience, has brought real added value to Bleublancrouge’s work for the past five years. Every client appreciates how much his extraordinary vision adds to their success. And he’s just getting started.