Substance is the unique winning formula that sparks a reaction, catalyses success and exceeds expectations.

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Toronto, Ontario
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Guillaume Brunet // Président



Article Substance

16 February 2024


November 2023 was big for us: We celebrated our 10th anniversary and the merging of our two partner agencies, Substance and Radiance, to form one unified entity. It was a day filled with informative talks led by our team of experts and industry leaders alike. Following the success of the event, we decided we wanted to to replicate this winning formula: And that’s how the idea for Substance Lab came to be!

The genesis of the Lab

What is Substance Lab, exactly? This initiative is our agency's new, annual marketing meeting—an opportunity for us to get together and connect. This inaugural edition took place at Messorem, a microbrewery in the vibrant Sud-Ouest neighbourhood, a location chosen in celebration of our agency’s roots. The day’s events unfolded surrounded by the brewery’s modern, industrial aesthetic.

Programming that sparks a reaction

In the morning, eight of our team members presented workshops on marketing best practices in 2024 and digital trends. About 120 participants joined in on the fun, an audience made up of current and potential customers, along with other industry stakeholders. Beyond that, attendees were invited to attend interactive conferences on various topics, including:

  • Influencer marketing and performance measurement

  • Integrated data for optimizing digital campaigns

  • Local media and sustainable performance through national placements

  • Community management and the importance of fostering digital dialogue

  • Our top tips for cutting your marketing budget

  • Key factors of success in Barbie’s marketing campaign

Collaborating with our trusted partners

Our training sessions took place in front of an attentive audience and concluded with a delicious lunch.

Wanting to deepen our knowledge even further, we invited our partners to join in on the workshops. Eulerian explained Mix Media Modeling, Ron Tite from Church+State (our new agency partner!) shared a compelling discussion on the state of the industry, and our friends from Pinterest told us all about the concept of full-funnel marketing. We also heard from Catherine Patry, Senior Director, Global Marketing at GardaWorld and Jacynthe Prince, Director Brand and Media at RONA to demystify the world of marketing leadership. All in all, it was a fantastic event that was enjoyed by everyone who attended.

Connections, discussions and conclusions

The day ended with a networking cocktail party, in which Messorem's delicious beers—not unlike the sessions and discussions held throughout the day—flowed freely. Connections were made, and satisfied event organizers looked on with delight.

We’re thrilled to say that the first edition of Substance Lab was a huge success, all thanks to everyone who took part in the activities. We want to thank all attendees for participating and placing their trust in us. If there’s one big takeaway from the day’s events, it’s that we’re already looking forward to next year!

So, we’ll see you for round two on January 22, 2025,?

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