Danièle Perron has been named president of FCB Montreal.
Perron worked for 18 years at Blitz, once a division of Cossette that focused on relationship marketing, retail and loyalty. She left her position as vice-president and general manager in 2007 to work as a business management consultant and found her own company, Tadaam, which developed a retail concept for toys and games stores. From there she went on to become general manager of Magenta Photo Studios, a retail photo chain with 19 locations across Canada.
FCB Canada president Paul Mead said he knew Perron from her days working with competitor Blitz, and that her experience was an important asset FCB considered. But he also said that having worked for retailers and small businesses over the past six years, Perron’s gained insight on what the agency looks like from the clients’ perspective, and can help FCB understand what clients are looking for in a next-generation agency.
Formerly known as DraftFCB, FCB recently dropped the “Draft.” Mead says the rebrand was intended to signal a new direction for the agency, and hiring Perron is another step down that road. “I think you need a catalyst to make change happen, and she’s that perfect catalyst for FCB Montreal,” he said.
“It’s not that the agency’s broken — it’s what next? What is the next generation, what is the marketplace looking for?” he added. “And what’s exciting for me is, she’s been out there determining that as a consultant. So this is where the roads join for us.”
Perron replaces Jean-Francois Giguère, who left the company in November after two and a half years in the position.