Substance announces strategic acquisition of DDMG Communications to expand its integrated communications offering

Montreal, September 8, 2025 — Substance announced the acquisition of Quebec-based PR and strategic communications leader DDMG Communications today. This acquisition allows Substance to expand its offering and integrate its expertise in public relations and communications so that it can best serve both current and future clients.

Left to right: Martine Geoffrion, Natalie Larivière, Guillaume Brunet, Sébastien Voyer, and Danielle Delaney

A new era begins, guided by knowledge and strategic vision

As a member of Group 219, this acquisition aligns with Substance's strategy of creating a network of independent and synergistic agencies focused on business impact and innovation. DDMG Communications' input enhances the collective's capability to plan and execute complete communications strategies, spanning initial outreach to nurturing enduring audience bonds.

“In the current communications and marketing landscape, brands must adopt a more cohesive approach to navigate today’s increasingly complex challenges,” says Guillaume Brunet, Substance’s founder and president.

“DDMG Communications provides expertise in PR that complements our performance- and creative-centric DNA. It’s a partnership that will help us tell brand stories in a holistic and meaningful way while maximizing reach and amplifying impact,” adds Guillaume.

DDMG Communications will continue to operate under its existing name. Sébastien Voyer, current Vice-president, a leader in Quebec PR, will stay on as head of DDMG Communications and become a Substance partner to keep promoting the agency's goal, one he shares with its founders. He will lead DDMG with the same trusted team, providing expanded expertise through the merger with Substance.

DDMG's vice-president and partner, Sébastien Voyer adds: “Merging with Substance gives us a unique opportunity to broaden our influence and give clients a more thorough service, all while maintaining the excellence they trust us for.”

“By combining the power of this expansion with the bespoke services that we already offer, we’re now better prepared than ever to tackle the challenges our industry faces,” he adds.

“This is a big step forward as we continue strengthening our expertise to support brands across Quebec. It’s an acquisition that reinforces our mission of building a collective of independent agencies that complement one another, each a leader in its respective field. This has been our goal since we led a major partnership with the advertising agency Church+State two years ago,” adds Guillaume.

This alliance cements Substance as the partner of choice, equipped to address emerging challenges and capitalize on opportunities that will define the future of the communications industry.

Performance-based financial support

This deal was made possible through funding from Desjardins Entreprises, Desjardins Capital, and PME Montréal. These exceptional partners are no strangers to Substance and Group 219. Their repeated investments show their trust in the agency's performance and its ability to successfully complete this type of project.

About Substance

Substance is an independent agency ingeniously combining creation, content, and media to propel brands locally and beyond — a turnkey solution that catalyzes brand success. With over 12 years of expertise under its belt, Substance ‌today comprises a team of 50 specialists. Guided by a calculated strategy, Substance’s approach achieves a perfect balance between its areas of expertise to create a bespoke formula driving its partners' success. For more information, visit agencesubstance.ca.

About DDMG Communications

Founded in Montreal in 2008, DDMG Communications is a public relations agency ‌delivering measurable results through commitment and teamwork for its clients across Canada. With its solid network of relationships that includes traditional media and influencers, the agency excels in boosting brand visibility and awareness. Its expertise ranges from strategic planning, media relations, social media management, event planning, impact analysis, and paid and editorial content integration. For more information, visit: www.ddmg.ca