Association des agences de communication créative

What Association des agences de communication créative does

A2C (Association des agences de communication créative) is a Quebec-based non-profit professional association headquartered at 296, rue Saint-Paul Ouest in Old Montreal. Founded as the AAPQ and rebranded to A2C in 2015 to reflect the industry's evolution beyond traditional advertising, the association represents over 100 member agencies (106 as of the 2023 annual review) that collectively generate approximately 80% of Quebec's creative communications industry revenue. Its primary customer segment is Quebec-based creative communications agencies of all sizes and specializations, ranging from independent boutiques to network agencies.

A2C delivers value through a portfolio of industry programs rather than technology products. Core offerings include the Concours Idéa awards (co-organized with SDGQ, covering six creative disciplines and drawing 3,185 participants in 2023), the Immédia media conference, the Sommet des dirigeant.es leadership summit, the Relève Communication and Relève Marketing university competitions (with brand partners including Coca-Cola, Uniprix, Ville de Laval, and BMO), the Certification Média d'ici credentialing program, Académie A2C training (over 600 professionals trained in 2023), the Temple de la renommée Hall of Fame, and the A2CMieux podcast. Supporting resources include an agency directory, a guide for selecting agencies with RFP templates, DEI policy tools, and collective agreements negotiated on members' behalf.

The business model is a subscription-recurring membership association: revenue is generated primarily through annual membership dues from the 106 member agencies, supplemented by ticketed events, training fees, and principal media sponsorships (Québecor, Bell Média, Cogeco, CBC/Radio-Canada, Atelier La Presse). The go-to-market motion is community-led: member acquisition through advocacy and industry representation, retention via professional development programs and events, and growth through new member onboarding (17 net new members in 2022-2023) and service expansion. The association is governed by a Board of Directors drawn from member-agency leadership, with Thomas Lecordier serving as President and CEO (appointed late 2024) and Stéphane Mailhiot as Board Chair. There is no parent company, no external equity backing, and no disclosed revenue figure.

Name

Association des agences de communication créative

Legal name

Association des agences de communication créative

Website

https://a2c.quebec

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

A2C is a Quebec-based non-profit industry association representing over 100 creative communications agencies (106 as of 2023) that collectively generate 80% of the province's industry revenue, delivering advocacy, awards (Idéa), training (Académie A2C, Certification Média d'ici), events (Immédia, Sommet, Relève), and a Hall of Fame.

Ownership category

akta.pro rank

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership dues: A2C generates revenue through annual membership fees paid by member agencies. The association is a non-profit corporation. The membership provides access to services, events, training, industry representation, and resources.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

A2C is a non-profit professional industry association that represents over 100 Quebec creative communications agencies. Its core offering is membership-based services including industry advocacy and representation, professional development through subsidized training (Académie A2C, Certification Média d'ici), flagship industry events (Immédia, Sommet des dirigeant.es, Idéa awards), student talent pipeline programs (Relève competitions, Portes ouvertes en agence), an agency directory, and tools for clients seeking agency partners.

Product overview

A2C (Association des agences de communication créative) is a professional association for Quebec creative communication agencies, representing over 100 member agencies. The organization offers a portfolio of programs and services including the Idéa competition (in collaboration with SDGQ), the Relève student competition program, professional certification (Certification Média d'ici), industry events (Immédia, Sommet des dirigeant.es), training programs (Académie A2C), the Hall of Fame (Temple de la renommée), and the A2CMieux podcast. It also provides practical tools including an agency directory and selection guide, all designed to support the vitality and excellence of Quebec's creative communications industry.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 87%+ member satisfaction with A2C services
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core, primary and minor.

• APC (Association des producteurs conjoints) and UDA (Union des artistes)coreStrategic or Co-development Partner · 13 December 2023A2C supported the negotiation and ratification of a new collective agreement between the APC and UDA for TV/radio and Internet/new media advertising production. This modernized agreement provides fair conditions and flexibility for Quebec's advertising production ecosystem. The ACA (Association canadienne des annonceurs) was also involved in the agreement.
• SDGQ (Société des designers graphiques du Québec)coreStrategic or Co-development PartnerA2C co-organizes the annual Idéa awards competition with the SDGQ, which provides design discipline expertise and jury leadership. SDGQ co-chairs participate in press releases and event planning. This is the most significant strategic partnership, combining the associations' complementary expertise in creative advertising and graphic design.
• Québecor Expertise MédiaprimaryGTM or Marketing PartnerPrincipal partner of the Idéa awards competition, providing sponsorship and media exposure for the event. Contributes to the awards ceremony organization and promotion.
• Atelier La PresseprimaryGTM or Marketing PartnerPrincipal partner of the Idéa awards competition. Provides media coverage and promotional support for the awards.
• CBC & Radio-Canada Solutions MédiaprimaryGTM or Marketing PartnerPrincipal partner of the Idéa awards competition and presenter of the Hall of Fame (Temple de la renommée) video portraits. Provides media platform and promotional support.
• Bell MédiaprimaryGTM or Marketing PartnerPrincipal partner of the Immédia conference and the Idéa awards. Bell Média sponsored the Leaders' Summit and provides a media host for Hall of Fame interviews (Meeker Guerrier).
• Grenier (grenier.qc.ca)primaryGTM or Marketing PartnerMedia partner for Idéa, Relève competitions, and Portes ouvertes. Grenier publishes articles about winners and provides a webcast series (webinar) to prepare students. Also featured as a podcast partner for A2CMieux.
• Factry (L'école des sciences de la créativité)coreStrategic or Co-development PartnerTraining partner for the Relève competitions and A2C Academy. Factry provides training prizes to competition winners and collaborates on professional development programming for young professionals. A2C has publicly supported Factry since 2016.
• Cogeco MédiaprimaryGTM or Marketing PartnerPrincipal partner of Immédia and the Leaders' Summit, providing sponsorship and media coverage for these industry events.
• Globe Media GroupminorGTM or Marketing PartnerCollaborator on the Idéa awards competition, contributing promotional support.
• LJT AvocatsminorStrategic or Co-development PartnerLegal collaborator for the Idéa awards and Immédia events, providing legal counsel and support.
• OPC ÉvénementsminorImplementation/ SI/ Consulting PartnerEvent organizer for Immédia and Idéa awards ceremonies, handling logistics and event production.
• le bec (NABS Quebec)minorOthersCollaborator on the Idéa awards. The bec is a non-profit offering personal, professional, legal, and financial support resources for marketing communications workers. Listed as a collaborator on awards materials.
• Altitude C, Post-Moderne, Sud°Ouest, Gabriel Poirier-GalarneauminorOthersEvent production collaborators for the Idéa 2024 awards ceremony.
• Alliance de la publicité numérique du Canada (DAAC)minorStrategic or Co-development PartnerExhibitor at Immédia 2023, providing information on digital advertising standards and services to attendees.
• PigeonminorStrategic or Co-development PartnerDeveloped the digital recruitment campaign for the Relève 2024 student competitions, creating promotional content to attract student participants.
• Compagnie et cieminorStrategic or Co-development PartnerOriginally created the Idéa brand name and visual identity in 2019; re-engaged for the 2024 edition to refresh the competition's visual platform, ensuring brand consistency across editions.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Société des designers graphiques du Québec (SDGQ): The SDGQ is a Quebec professional association for graphic designers that co-organizes the Idéa competition with A2C. As a peer association operating in the same Quebec market with overlapping creative-industry membership, it is both a partner and a competitor for members and events.
• 4A's (American Association of Advertising Agencies): The 4A's is the principal US trade association for advertising agencies, providing industry representation, standards, and member services. It is the most direct functional peer to A2C, operating the same membership-association model for creative agencies in a larger market.
• Canadian Marketing Association (CMA): The CMA is Canada's largest marketing association, representing agencies, brands, and solution providers across the full marketing services value chain. It is directly comparable in mission and structure to A2C, with a broader membership scope and national footprint.
• Institute of Canadian Advertising (ICA): The ICA is the national Canadian trade association for advertisers and agencies, providing advocacy, government relations, and industry self-regulation. It is a direct peer at the pan-Canadian tier, offering a competing or complementary membership option to Quebec agencies that are also A2C members.
• The Advertising Club (formerly Advertising Club of New York): The Advertising Club is one of the oldest advertising industry clubs in the world, hosting the ANDYs Awards and industry events. It mirrors A2C's combination of awards (Idéa), networking, and professional development for agency professionals, serving a comparable role at a larger geographic scale.

Broad incumbents

• Effie Worldwide: Effie Worldwide is a global marketing effectiveness awards program and industry body. It overlaps with A2C's Idéa awards in the Strategy and Business Results category, functioning as a global incumbent in industry recognition for agencies.
• D&AD: D&AD is a global creative industry organization running the prestigious D&AD Awards and professional development programs. It overlaps with A2C's Idéa awards and Académie A2C training in mission and event format, but operates at global scale rather than regional.
• International Advertising Association (IAA): The IAA is a global membership body for the marketing and advertising industry, operating across chapters in 56 countries. It is an incumbent at the international tier of the same trade-association category A2C occupies at the Quebec regional tier.
• The One Club for Creativity: The One Club is a non-profit organization recognizing creative excellence through The One Show, ADC Annual Awards, and Young Ones student programs. Its Young Ones student competition is structurally similar to A2C's Relève program, making it a peer in talent development and awards even though it operates globally.
• CLIO Awards: The CLIO Awards is a leading international creative competition for advertising and communications. It is comparable to A2C's Idéa competition in format and prestige tier, operating at a global scale rather than regional.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/A2Cquebec
• LinkedInlinkedin.com/company/aapq

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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