The people
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Working at Cossette
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On the TechTO stage
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About
Cossette was founded in Quebec City in 1972, when Claude Cossette restructured the firm he had started in 1964 and made five senior colleagues equal partners. It expanded to Toronto and Vancouver in the 1980s and was the largest advertising agency in Canada by the 1990s. Chinese group BlueFocus bought parent company Vision7 International in 2014; in May 2021 BlueFocus sold a 60% stake to Caisse de dépôt et placement du Québec and CVC Capital Partners, returning majority ownership to Quebec, and later that year the Vision7 agencies were consolidated under the Plus Company banner, headquartered in Quebec City. Daniel Shearer, who introduced himself as running "one of, if not the biggest agencies in Canada", spent his October 2017 MarketingTO talk defending agencies to a room of technologists: Cossette embraces platforms, he said, but obsesses over the consumer rather than doing tech for tech's sake, because people connect with ideas rather than with the channel they were reached on.
Backers
Not venture-backed. Cossette sits inside Plus Company, whose ownership since May 2021 is CDPQ and CVC Capital Partners (60%), BlueFocus (35%) and senior management (about 5%).
Quick answers
What is Cossette?
A Canadian advertising and communications agency founded in Quebec City in 1972, historically the largest in the country, and now one of the agencies inside Plus Company.
Who owns Cossette?
Plus Company, whose ownership changed in May 2021 when BlueFocus sold a 60% stake to CDPQ and CVC Capital Partners; BlueFocus kept 35% and senior management about 5%.
What did Cossette present at TechTO?
Daniel Shearer spoke at MarketingTO in October 2017 on collaboration between agencies and technology companies, arguing that consumers connect with ideas rather than platforms.