Following Metro last week, it’s up to Desjardins Group to distance itself from Facebook, which refuses to respect the Trudeau government’s C-18 law.
“Desjardins will significantly reduce its advertising investments on meta-platforms,” Jean-Benoît Turcotti, spokesman for Desjardins, confirmed to the Journal on Monday after reflecting on the cooperative movement for several days.
“We firmly believe that the media plays an essential role in maintaining an informed and engaged society, and we recognize the significant impact that Meta’s recent decisions are having on its operations,” he added.
- Listen to the interview with Sophie Villeneuve QUB radio :
Common edition
Like them, more than 71 companies, including big players like Lassonde, Cossette and VIA Rail, have signed a statement publicly committing to invest at least 25% of their digital advertising in local media.
“We wanted to say it loud and clear to encourage other companies to join this movement,” Dominique Villeneuve, CEO of the Association of Creative Communication Agencies (A2C), explained in an interview with the Journal behind the offensive.
Dominique Villeneuve, CEO of the Association of Creative Communication Agencies Provided by Donald Robitaille, OSA Images
“At the Canadian level, we’re at 14%, so the 25% target is more than 10% more,” she explained.
Last week, big names like Quebecor and Cogeco announced that they were suspending their advertising purchases on Facebook until further notice in response to the multinational’s behavior in failing to comply with Bill C-18.
Ottawa, Quebec and many cities followed suit. The Montreal Metropolitan Chamber of Commerce (CCMM) even went so far as to call for a boycott of the platform.
Le Journal also reported that Metro, which includes Super C, Adonis, Brunet and Jean Coutu, is planning to reduce its spending on Facebook.
$200 million more
According to the Association of Creative Communication Agencies, if 25% is reached, approximately $200 million more will flow into the Quebec ecosystem.
“We hope there will be a snowball effect and push other advertisers to join this public list,” said Dominique Villeneuve, CEO of A2C.
“Our SMEs need to see other solutions than Meta and Google. They now have several options available to them,” she concluded.
The list
- Already invests more than 25% of its digital media budget in Canadian media
Or
- Committed to exploring options to increase its digital investments in Canadian media (local and regional) with the goal of meeting or exceeding the 25 percent target
Or
- Is an agency proposing responsible media plans or marketing initiatives aiming to meet or exceed the target of 25% of digital media investment in Canadian media.
1. Creative employees of &CO
2. A. Lassonde
3.Advice
4. Dada Agency
5. International recruitment agency Travail Sans Frontières
6. APCHQ—Quebec Region
7. Bell MediaQuebec
8. Creative Intelligence Cabinet 3
9. Camden Montréal
10. CARTIER
11. Cegep Limoilou
12. Chalifour and Associates Inc.
13. Cogeco
14. Marketing consultancy Bernard Asselin
15. Cassette Media
16. Cote Media Inc.
17.Desjardins
18. Dialects
19. D’Orsay Restaurant-Pub
20. Room M
21. Essence Mediacom
22. Solidarity Fund QFL
23. Tite Frette Franchises Inc.
24. Glass room
25. News attic
26th groupM
27. Hamak
28. Hearts & Science Montreal
29. Jungle Media
30. Kwato Marketing Strategies
31. The band
32. The press
33. Light DGTL
34. Business
35. The Refugees
36.LG2
37. Libeo
38. Loto-Quebec
39th Alliance of Mediums
40. Mediatonics
41. Metro Inc.: Metro, Super C, Premiere Moisson, Adonis, Brunet and Jean Coutu
42. Michèle Savard Residential real estate agent
43. Mindshare
44. Gaspesie Museum
45. Narcity Media Inc.
46. NÜ Programmatic Inc.
47th WCO Montreal
48. Orange Tango
49. PCLM.CA
50.PHDMontreal
51.Pierre Arthur Consulting
52. Pigeon
53. PlanHub.ca
54. Apple growers in Quebec
55. Quebecor
56. Rablab
57. Radio Canada Media Solutions
58. Network of medical-aesthetic clinics Medicart/Epiderma
59. Rethink
60. Rinaldi
61. Marketing Red
62. September 24
63. Sid Lee Media
64. Spark Foundry
65. Starcom
66. Substance
67. Tam Tam\TBWA
68th Touchdown! (Montreal and Toronto)
69. Creative House TUX
70. Upperkut
71. VIA Rail Canada
72. Wavemaker