THIS STORY HAS BEEN UPDATED—DDB Canada, a high-profile marketing communications agency, has launched DDB Canada Montreal in partnership with Quebec's integrated marketing powerhouse Bleublancrouge. 

The DDB office-within-an-office (inside Bleublancrouge) consists of seven Bleublancrouge staff members. Sébastien Fauré, chief executive officer of Bleublancrouge and now president of DDB Canada Montreal, hinted there could be a completely separate DDB Montreal office when "we reach a critical mass."


"This thing could grow very fast," he said, noting Bleublancrouge will continue on as a separate firm while Quebec clients looking for a national reach can now tap DDB Montreal.

"We came to the conclusion there was a certain segment of client we coudn't serve as an independent agency, and those clients are network-based now, for example McDonald's," said Fauré. That being said, DDB Canada Montreal will launch with a client roster that includes autoTRADER.ca, McDonald's Canada Digital and Manulife Financial. "The plan is to have the best of both worlds, an international alliance with a strong and respected ad partner."

It's a win-win because DDB can now deliver "coast-to-coast" with the addition of Montreal, he added.

"This strategic alliance gives both of our agencies a competitive advantage as we will be able to deliver outstanding culture-driven creative and offer market-focused solutions for our clients," said David Leonard, president and chief operating officer, DDB Canada. "Through DDB Canada Montreal, we can now better serve the unique needs of national clients who require dedicated Quebec-specific programming.

DDB Canada Montreal will also bring DDB Canada's extensive expertise and leadership in emerging communication disciplines such as shopper marketing, mobile marketing and data analytics directly to local Quebec clients, noted a release.

"We entered into this strategic alliance because we felt that DDB Canada fit very well with our Bleublancrouge brand — just like us, they greatly value creative freedom across each of their individual Canadian offices, and they have a passionate entrepreneurial spirit," said Fauré. "This partnership will give our talented creative team a chance to shine beyond our provincial perimeters, on a national platform. "

Existing Bleublancrouge clients will continue to be served independently, under its current company banner, but will now also benefit from added DDB resources. As DDB Montreal grows, "in terms of recruitment, new business development and market presence, it will be driven by the Bleublancrouge team, with a DDB mindset," offered Fauré.

While he's not exactly sure where the alliance will lead to, "If you want to be married, DDB is one of the best to be married with."

DDB Canada previously had a Quebec partnership with Zip Communication (Zip DDB), but the two companies "shifted priorities" and went their separate ways.