For those who don’t know you as well, what does your work involve?

My role is to promote all of Radio-Canada's content and platforms, drawing on everything that makes up the entertainment and sports division: variety shows, fiction, original productions, sports, youth content, and more. It's a mandate that's as broad as it is exciting, with the ultimate goal of creating a connection between audiences and Radio-Canada through the content we offer.

Concretely, what does a launch campaign look like, from the first teaser to the final wrap-up?

It's a highly collaborative effort across several areas of expertise. Our role is to define objectives aligned with the Radio-Canada's vision: identify the audience, and develop strategies based on what will genuinely have an impact and encourage audiences to choose and engage with our content. This work relies on close collaboration with producers, creative teams, as well as a strong working relationship with the programming teams to properly represent the full scope of our editorial offering. Each campaign is then built around the consumption habits specific to its audience: where to invest our energy, TV, digital, social media, or other channels, always depends on the objective at hand. What's great about Radio-Canada is its ecosystem: with our own internal platforms alone, we already generate significant impact, and external investment then layers in intelligently on top of that foundation.

Do you have a recent example of a launch that worked particularly well? What clicked with the audience?

​Milano Cortina Winter Olympic Games 2026 really stood out for me: we pushed multiplatform consumption as part of a major international event, with ICI TOU.TV at the heart of the strategy. Live viewing proved to be a key draw, experiencing the emotion in real time along with everyone else just isn't the same on catch-up, and we saw remarkable performance across every device: connected TV, linear TV, mobile, and even a resurgence in desktop viewing. Another launch moved me in a different way: Le Gouffre lumineux, which carried deep sensitivity around breast cancer awareness. The audience's emotional response was immediate on social media, with so many people feeling personally touched by the cause.

In your opinion, what sets Radio-Canada apart in the way it launches its shows?

It's the strength of bringing all our expertise together in-house: marketing strategy, media relations, creative advertising, audience experience, and more. That combination, which is fairly rare in the industry, gives us an exceptional 360-degree strength, along with a flexibility and responsiveness that make all the difference.

Over the past two years, Radio-Canada has also brought media buying in-house, which gives us great flexibility to create tailor-made campaigns and direct access to real-time data. The result: fewer intermediaries, direct contact with media partners to properly understand opportunities and maximize placements, and an in-house creative team able to adapt to every ad placement. This closeness gives us better control over our investment ratio in Canadian media, an essential consideration for a public broadcaster like ours.

Ultimately, this strength is built on a close relationship with both our programming teams and external producers, allowing us to grasp the full nuance of a piece of content and carry it through faithfully across every one of our platforms.