Bombardier Selects McCann Canada as Its Newest Agency Partner

By Erik Oster 

Multinational aerospace and transportation company Bombardier selected McCann Canada as its new agency partner, following a review launched this spring involving Canadian and international agencies.

The assignment includes strategic marketing and communications but does not appear to be an agency of record assignment. McCann will lead the account out of its Montréal office and begin work immediately. Bombardier’s headquarters are also located in Montréal.

“McCann offered extensive experience and created a custom-built team to meet our needs, including expert resources from their national and global network. Their collective passion for our brand, relevant experience and the high level strategic thinking that they brought to the pitch process was unmatched,” Bombardier senior director, corporate strategy Stéphanie Laforest explained in a statement. “The bonus was having all that talent and ability on the ground in Montréal coupled with insights and resources from the global network that we can leverage for our international business units. Their expertise, from brand strategy through to connections planning and integrated creative solutions, put them on top and won them the business.”

“We wanted this win more than anything. Our team is passionate about the brand and proud that Bombardier, a pioneer in its field, is a recognized global leader. Our agency’s longstanding heritage in Montréal and our access to experts and on-the-ground resources in the international markets where Bombardier operates, are the perfect complement to their business,” added McCann Montréal president Mylène Savoie. “We firmly believe that the intersection between global and local is a huge opportunity for our clients in Montréal. Brands now have access to the most innovative media, technologies, experiences and creativity from around the world through our increased access to the McCann Worldgroup network.”