Is your agency making the most of its Quebec opportunity?
In our two decades of helping clients navigate the French Quebec market, we’ve seen it all.
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Some agencies only realize the need for French capabilities when an RFP lands on their desk, leaving them scrambling to find reliable partners.
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Others take an ad-hoc approach, relying on a rotating roster of freelancers that often leads to a lack of continuity or inconsistent quality.
Some have entered partnerships with Montreal-based agencies or even opened their own offices, only to find that the local teams prioritize their own Quebec clients, leaving the national adaptations from Toronto on the back burner.
Each of these scenarios underscores a common challenge: how to seamlessly and effectively integrate French Quebec expertise into their operations.
Sometimes, creative concepts seem impossible to translate into French. Take Durex’s “Hump Day” idea—turning Wednesdays into a time for sex. There’s no French equivalent for “humping,” and “mercredi” certainly isn’t hump day.
Our solution? Don’t force the fit. Instead of making time for sex on Wednesdays, we made time for sex every evening from 5 to 7. Introducing Les Cinq à sex de Durex—a playful twist on the familiar 5 à 7 (happy hour).​
What Headspace Marketing brings to your agency.
At its core, Headspace Marketing is a strategic advisory firm rooted in a deep understanding of the Quebec market—and how it fits within the national picture. We excel at collaborating with agencies across English Canada, recognizing Quebec’s distinctiveness while ensuring that strategies align seamlessly with broader national objectives. Our motto, “Successful brand building in Quebec is knowing when to adopt, adapt, or create,” reflects this flexible and strategic approach.
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Being based in Toronto gives us a unique vantage point. We understand the needs and workflows of Toronto-based agencies and decision-makers, including how much attention Quebec can realistically receive. We streamline the process, making it as seamless and efficient as possible. This proximity and perspective allow us to bridge the gap between the strategic priorities of head office and the cultural and operational realities on the ground in Quebec.
We also rely on a robust network of long-term partners in Quebec—from creative talent to production experts—which allows us to offer a true transcreation approach when standard translation simply won’t cut it. Our proven model has delivered consistent results, especially for clients who’ve hit a wall with more conventional tactics.
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Confidentiality and conflict prevention are core principles. While we work with a broad range of agencies and clients, we are meticulous about protecting sensitive information. We’re transparent about existing engagements within a category or industry to avoid conflicts of interest—even in appearance. This commitment to integrity is key to the trust our partners place in us.​
Interested in learning more?
If you’re looking for a trusted partner to help you navigate Quebec’s marketing landscape, let’s talk.
Contact Éric Blais at 4216.221.3770 or send an email