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Cossette Communication Inc.
Founded in 1972, Cossette Communication Inc. (Cossette) is a communications and marketing agency in Canada. Cossette provides various communications and marketing services and is headquartered in Quebec City with additional offices in Montréal, Toronto, Vancouver, and Halifax.[1] Cossette’s original parent company in 2010 was Vision7, which was acquired by BlueFocus in 2014.[2] Cossette’s current parent company is Plus Company, “a spin-off of Vision7 and other agencies from its former parent company” according to Josh Kolm of Strategy.[3]

History

The Early Days

The founder of Cossette, Claude Cossette, started his first graphic design agency out of Québec City in 1962.[1] With business partner Jacques Dupuis, Claude Cossette created the advertising agency “Cossette & Dupuis” in 1969 which was later sold to Maclaren.[2] After the sale of “Cossette & Dupuis,” Claude Cossette joined Laval University to teach but returned to the marketing field in 1972 with the creation of Cossette Communications.[3] After the establishment of Cossette Communications, Claude Cossette returned to teach at Laval University, and Cossette Communications was purchased by Claude Lessard and Francois Duffar.[4] In 2009, Cossette Communications rebranded as Cossette, Inc.[5]

Client History & Expansion

The growth and expansion of Cossette started in the 1970s with the underwear brand Daisy Fresh.[1] Iris Gagnon Paradise of Voir Magazine calls Daisy Fresh “one of the first big contracts that Cossette obtained” until Cossette acquired the account, Daisy Fresh “had its advertisements done in New York.”[2]

In 1977, Cossette acquired two other large company projects; a French-Canadian McDonald’s advertising account, and a partnership with the Quebec Health Insurance Board (“a Régie de l'assurance maladie” or RAMQ).[3] Cossette’s graphic artist in the 1970s, Louis Larivière, designed the sunset card (nicknamed “carte-soleil” or “sun card”) that was used by RAMQ until 2018.[4] According to Peter Tardif of CBC News, Cossette’s “carte-soleil” design “has been a part of every Quebecer’s identity (literally) for some 40 years.”[5]

After working with Daisy Fresh, McDonald’s, and RAMQ in the 1970s, Cossette continued acquiring large English-speaking clients throughout the next decade. These clients included a Bell Canada account in 1984 and a General Motors account (Saab, Isuzu, Saturn) in 1987.[6]

Throughout the 1990s and 2000s, Cossette continued expanding to manage other large English-speaking clients including Nike, Coca-Cola, and McDonald’s Canada.[7] Since the early 2000s, Cossette has continued to acquire large Canadian brands and clients including General Mills (2009), The Hospital for Sick Children (SickKids) (2015), and the Government of Canada (2019).[8]

Awards and Prizes

Since its creation in 1972, Cossette has won several awards and prizes, with various accolades in the past five years.

In 2017, Cossette won the Grand Prix at the Cannes Lions International Festival of Creativity for the McDonald’s campaign titled “Follow the Arches.”[1]

In 2021, Cossette won two Grand Prix awards at the Association des Agences de Communication Créative (A2C) Idéa Awards.[2] The first Grand Prix was in “Business Results and Strategy” for the “Long Live Little Brats” campaign with Montreal Children’s Hospital, and the second Grand Prix was in the “Craft” category for an Amnesty International campaign titled “Écrire, ça libère” (“Write For Your Rights”).”[3]

Cossette also won the 2021 Design Agency of the Year from the Art & Design Club of Canada (ADCC).[4] ADCC awarded Cossette “Golds” in the Design category for campaigns with Keilhauer and Relief, as well as separate ADCC recognition for their work with Alloprof, SickKids, and Montreal Children’s Hospital.[5]

In 2022, Cossette won two Clio Awards.[6] Cossette won a Silver Clio Award in the “Film Craft (Music – Adapted)” category for their SickKids Foundation campaign “VS – Be a Light,” and a Bronze Clio Award in the “Film Craft (Music – Adapted)” category for their Nabs campaign “This Job Can Break You.”[7]

Cossette also won a prize at the 2022 IPA Effectiveness Awards, receiving a special jury prize in the “Best Demonstration of Purpose (Not-For-Profit)” category for their work on “VS.” for SickKids.[8] This earned Cossette a Gold award in the “non-profit” category.[9]

Cossette has won various yearly awards from The Marketing Awards, most recently including three Golds for the  McDonald’s “Grand Openings” (2022) campaign, one Gold for “SickKids Moms VS: Hard Days” (2022), and two Silvers, one Bronze, and a Merit for “SickKids VS The Unknown: Be A Light” (2022), among others.[1]

Cossette Today

In 2022, Cossette is headquartered in Québec and led by Melanie Dunn, Chief Executive Officer.[2] Melanie Dunn is also the President of Plus Company Canada, Cossette’s parent company.[3]

Cossette’s most recent campaigns in 2022 include “House of Legends” with the SickKids Foundation and “Two Little Brats for Life” with The Montreal Children’s Hospital Foundation (The Children’s).[4] Josh Neufeldt of Little Black Book describes “House of Legends” as “the final occasion on which SickKids will be publicly raising money for the new building,” with the campaign “[serving] as a bookend to ‘VS: Undeniable.’”[5]

The Children’s “Two Little Brats for Life” is a short film, deemed “a sequel to the “Long Live Little Brats” fundraising campaign from 2020” by David Brown of themessage.[6] “Long Live Little Brats” is part of an “ongoing effort to raise $200 million for innovation in research and pediatric healthcare” for The Children’s, says David Brown of themessage., spreading awareness that “healthy kids can be a handful…and when they’re not getting into trouble, that can be a bad sign.”[1] [1] Brown, David. (2022). Brats are back at Montreal Children’s Hospital. the message. Retrieved December 16, 2022. https://the-message.ca/2022/12/08/brats-are-back-at-montreal-childrens-hospital/ [1] McDonald’s “Grand Openings” Cossette. (2022). The Marketing Awards. Retrieved November 17, 2022. https://marketingawards.strategyonline.ca/winners/winner/2022/?e=138829&u=Advertising&n=Grand+Openings ; SickKids Foundation “SickKids Moms VS: Hard Days” Cossette. (2022). The Marketing Awards. Retrieved November 17, 2022. https://marketingawards.strategyonline.ca/winners/winner/2022/?e=138628&u=Public%20Service%20Advertising&n=SickKids+Moms+VS%3a+Hard+Days ; SickKids Foundation "SickKids VS The Unknown: Be A Light" Cossette. (2022). The Marketing Awards. Retrieved November 17, 2022. https://marketingawards.strategyonline.ca/winners/winner/2022/?e=136249&u=Craft&n=SickKids+VS+The+Unknown%3a%3cbr%3eBe+A+Light

[2] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm ;

Melanie Dunn: Global President and CEO of Cossette. (n.d.). CEOx1Day by Odgers Berndtson. Retrieved on November 17, 2022. https://www.odgersberndtson.com/en-ca/ceox1day/ceos-companies/melanie-dunn ; Zuchowski, Sébastien, and Chantal Hevey. (2017). Talent Talks with WXN & Boyden: An interview with Mélanie Dunn - Global CEO, Cossette. Boyden. https://www.boyden.com/media/talent-talks-with-wxn-and-boyden-3148637/talent-talks-with-wxn-and-boyden.pdf

[3] Kolm, Josh. (2022). Plus Company creates new roles for longtime execs. Strategy. Retrieved November 30, 2022. https://strategyonline.ca/2022/05/03/plus-company-creates-new-roles-for-longtime-execs/

[4] Neufeldt, Josh. (2022). How a Toronto Hospital Became a ‘House of Legends.’ Little Black Book. Retrieved December 16, 2022. https://www.lbbonline.com/news/how-a-toronto-hospital-became-a-house-of-legends ; Brown, David. (2022). Brats are back at Montreal Children’s Hospital. the message. Retrieved December 16, 2022. https://the-message.ca/2022/12/08/brats-are-back-at-montreal-childrens-hospital/

[5] Neufeldt, Josh. (2022). How a Toronto Hospital Became a ‘House of Legends.’ Little Black Book. Retrieved December 16, 2022. https://www.lbbonline.com/news/how-a-toronto-hospital-became-a-house-of-legends

[6] Brown, David. (2022). Brats are back at Montreal Children’s Hospital. the message. Retrieved December 16, 2022. https://the-message.ca/2022/12/08/brats-are-back-at-montreal-childrens-hospital/ [1] Graham, Megan and I-Hsien Sherwood. (2018). MCDONALD'S AND COMEDY CENTRAL CAMPAIGNS TAKE GRAND PRIX FOR OUTDOOR. AdAge. Retrieved November 17, 2022. https://adage.com/article/special-report-cannes-lions/mcdonald-s-comedy-central-campaigns-grand-prix-outdoor/313941

[2] Kolm, Josh. (2021). Cossette wins big at Idea Awards. Strategy. Retrieved November 17, 2022. https://strategyonline.ca/2021/06/17/cossette-wins-big-at-idea-awards/

[3]  Kolm, Josh. (2021). Cossette wins big at Idea Awards. Strategy. Retrieved November 17, 2022. https://strategyonline.ca/2021/06/17/cossette-wins-big-at-idea-awards/

[4]Kolm, Josh. (2021). Rethink named Agency of the Year at ADCC. Strategy. Retrieved November 17, 2022. https://strategyonline.ca/2021/06/04/rethink-named-agency-of-the-year-at-adcc/

[5] Kolm, Josh. (2021). Rethink named Agency of the Year at ADCC. Strategy. Retrieved November 17, 2022. https://strategyonline.ca/2021/06/04/rethink-named-agency-of-the-year-at-adcc/

[6]  Crann, Justin. (2022). Canadian agencies win four Golds at the Clio Awards. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2022/04/20/canadian-agencies-win-four-golds-at-the-clio-awards/

[7] Crann, Justin. (2022). Canadian agencies win four Golds at the Clio Awards. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2022/04/20/canadian-agencies-win-four-golds-at-the-clio-awards/

[8] Kolm, Josh. (2022). Cossette wins a big prize at IPA Effectiveness Awards. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2022/10/11/cossette-wins-a-big-prize-at-ipa-effectiveness-awards/

[9]  Kolm, Josh. (2022). Cossette wins a big prize at IPA Effectiveness Awards. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2022/10/11/cossette-wins-a-big-prize-at-ipa-effectiveness-awards/ [1] Paradise, Iris Gagnon. (2011). EMPLOYMENT / ADVERTISING JOBS: FROM MAD MEN TO TODAY. Voir. Retrieved on November 17, 2022. https://voir.ca/societe/2011/01/06/emploi-metiers-de-la-pub-de-mad-men-a-aujourdhui/

[2] Paradise, Iris Gagnon. (2011). EMPLOYMENT / ADVERTISING JOBS: FROM MAD MEN TO TODAY. Voir. Retrieved on November 17, 2022. https://voir.ca/societe/2011/01/06/emploi-metiers-de-la-pub-de-mad-men-a-aujourdhui/

[3] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm ; Tardif, Peter. (2018). Sun sets on Quebec's iconic 'carte-soleil,' but the story behind the image lives on. CBC News. Retrieved on November 17, 2022. https://www.cbc.ca/news/canada/montreal/sun-sets-on-quebec-s-iconic-carte-soleil-but-the-story-behind-the-image-lives-on-1.4505322

[4] Tardif, Peter. (2018). Sun sets on Quebec's iconic 'carte-soleil,' but the story behind the image lives on. CBC News. Retrieved on November 17, 2022. https://www.cbc.ca/news/canada/montreal/sun-sets-on-quebec-s-iconic-carte-soleil-but-the-story-behind-the-image-lives-on-1.4505322

[5] Tardif, Peter. (2018). Sun sets on Quebec's iconic 'carte-soleil,' but the story behind the image lives on. CBC News. Retrieved on November 17, 2022. https://www.cbc.ca/news/canada/montreal/sun-sets-on-quebec-s-iconic-carte-soleil-but-the-story-behind-the-image-lives-on-1.4505322

[6] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[7] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[8] Martin, Russ. (2009). General Mills Consolidates Digital with Cossette. Marketing Magazine. Retrieved November 15, 2022. http://marketingmag.ca/advertising/general-mills-consolidates-digital-with-cossette-9116/ ;  Singh, Harmeet. (2015). Cossette Wins SickKids account. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2015/05/28/cossette-wins-sickkids-account/ ;  Anthony, Kristyn. (2019). Government of Canada extends relationship with Cossette Media. Media in Canada. Retrieved November 15, 2022. https://mediaincanada.com/2019/08/28/government-of-canada-extends-relationship-with-cossette-media/

[1] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[2] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[3] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm ; Claude Cossette. (n.d.). Laval University Press. Retrieved November 16, 2022. https://www.pulaval.com/autrices-et-auteurs/claude-cossette

[4] Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[5] Wells, Jennifer. (2009). A new year, a new Cossette. The Globe and Mail. Retrieved on November 21, 2022. https://www.theglobeandmail.com/report-on-business/a-new-year-a-new-cossette/article1151143/ [1]  Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm ; Cossette hopes to double U.S. presence with sale to China’s BlueFocus. (n.d.). CTV News Montreal. Retrieved November 30, 2022. https://montreal.ctvnews.ca/cossette-hopes-to-double-u-s-presence-with-sale-to-china-s-bluefocus-1.2149758/comments-7.590013

[2]  Cossette advertising & marketing assignments. (n.d.). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/ca/cossette_ca.htm ; The Canadian Press. (2014). China's BlueFocus buys majority stake in Canadian ad agency Cossette's parent firm. Financial Post. Retrieved November 15, 2022. https://financialpost.com/investing/chinas-bluefocus-buys-majority-stake-in-canadian-ad-agency-cossettes-parent-firm ; Cossette/Vision7 (Canada). (2018). adbrands.net. Retrieved November 15, 2022. https://www.adbrands.net/archive/ca/cossette-ca-p.htm

[3]  Kolm, Josh. (2022). Vision7’s agencies are now part of Plus company. Strategy. Retrieved November 15, 2022. https://strategyonline.ca/2021/11/05/vision7s-agencies-come-together-to-form-plus-company/