Montreal agencies see their city as a proving ground

08/28/2009 | Advertising Age (tiered subscription model)

YUL-Lab, a project of the Association of Quebec Advertising Agencies to develop Montreal into a site for creating and testing global ad campaigns, has lined up as its first client: L'Oreal Canada. The cooperative effort takes its name from Montreal's airport code. The agency group also plans to pitch its services to potential clients in cities within a two-hour flight of Montreal, including Chicago, New York and Philadelphia.

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