Cultural marketing is the hybrid dimension of marketing, where the artistic value of the product being promoted must always stay ahead of possible commercial downfalls. This condition has given cultural institutions a number of advantages in comparison to privately owned businesses, which in turn had repercussions on the creative agencies they mandated.
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This discussion takes interest in these advantages and elaborates on matters such as the characteristics of the cultural public, the process of creation and project development and work organization within agencies. The emergence of important digital strategies and the success of new platforms, such as Éducart, developed by the Museum of Fine Arts of Montreal, are also some of the themes that will be addressed by our speakers.
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The discussion thus outlines the opportunities available in the cultural field of marketing, and also considers the possibility of hybrid initiatives, where artistic and creative value and commercial downfalls are closely intertwined.
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Moderated by Arnaud Granata
Christine Curnillon is co-executive director of Usine C, the national and international performing venue where she has held the dual mandate of Communications and Marketing management since 2013.
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At the forefront of the digital revolution, she is particularly interested in new trends and positioning strategies of artists and companies and their impact on the distribution of contemporary works in all the performing arts, theater, dance, music and performance.
Newly in charge of Infopresse’s content, Mélanie Rudel-Tessier oversees the group’s various brands (Infopresse, Index-Design, Grafika) on its different platforms (websites, printed publications, competitions, conferences and training courses).
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This is a return for her at Infopresse, where she worked as editor-in-chief of Grafika magazine from 2005 to 2009 and as co-editor in chief of Infopresse from 2010 to 2013, before joining the newspaper, Les Affaires’ events team. as well as Compagnie et cie’s agency.
Pascale Chassé has more than 20 years of experience in integrated communication and sponsorships.
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Working at the Montreal Museum of Fine Arts since May 2014, Pascale is responsible for all communication activities of the institution which enjoys an international reputation and which is one of the most visited art museums in Canada with more than 1.3 million visitors.
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Pascale Chassé also worked for nearly 20 years with Cossette. As a customers leader, she collaborated with significant customers of the agency including Home Depot, General Mills, Espace pour la vie and the Société du Vieux Port de Montréal. Pascale was responsible for sponsorship activities of all the agency’s customers. Passionate about this subject, she headed up multiple projects of all sizes, from many Quebec festivals to local, national and international sports events for brands such as General Motors, Aeroplan, Rio Tinto Alcan, SAQ, Banque de Montréal, Hydro-Québec, Bell Canada, Metro, and Postes Canada among others. In 2005, Pascale and her team of specialists created the first Canadian tool to evaluate sponsorships « Le CommandiScope » which allows the sponsors and sponsored brands to know the right value of sponsors propositions.
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She is regularly invited to share her expertise in sponsorship and has sat on several contest panels in the industry. Pascale also provides training in sponsorship at the Campus Infopresse.
Jean-Sébastien Baillat has been at the forefront of the graphic design and digital arts movement for over 15 years.
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Baillat works with emerging talent from a variety of creative disciplines, nurturing close ties with Montreal’s most gifted visual artists and artisans. After founding Baillat Cardell & fils he pursued his work through Baillat. Studio for various brands such as Le Cirque du Soleil, 45 Degrees, Red Bull Music Academy , Le Festival de Jazz, Red Bull Radio, The Museum of Fine Arts of Montreal, Mutek, Elektra, The digital Arts Biennial and many more.
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His work is divided between branding, graphic design, video and a strong passion for the visual arts and a desire to explore the unknown. The Montreal-based designer’s use of repetitive form, bold colours, sharp contrast, and strangely hypnotic narrative constructions has earned him a reputation for creating videos and experiences that leave a lasting impression.