Marketel has won the media business for Quebec-based anti-tobacco industry organization De Facto following a competitive review.

The Montreal-based agency won the account because of its understanding of the millenial segment, which the anti-tobacco organization is trying to reach, Philippe Jacques, manager of the Vie Saine programs at the Réseau du sport étudiant du Québec, which oversees the De Facto project, said in a release on the win.

“Reaching 18- to 24-year-olds is a challenge we face every single day,” he said. “In the pitch, Marketel demonstrated true expertise and creativity in media, which will have real impact with this elusive target.”

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