Quebecor makes a senior hire in event sponsorship

Giasson tasked with developing new strategic partnerships for Quebecor Advertising Network’s events division.

Emmanuelle GiassonEmmanuelle Giasson was named senior director, sponsorship sales for Gestev, Quebecor Advertising Network’s events division.

Gestev organizes and manages a range of events. It also provides sponsorship activation, experiential marketing services and manages sites including Quebec City’s Baie de Beauport. Upcoming events include concerts by Kiss, Def Leppard and Corey Hart. The events division also runs wellness-based experiences, such as the SSQ Quebec City Marathon.

Gestev, which was founded in 1992, was acquired by Quebecor in 2013. At that time, Quebecor set up its Sports & Entertainment Group, an integrated suite of companies that includes events, hockey teams and the Videotron Centre. Gestev now offers a range of sporting events, shows, entertainment and experiential marketing in Québec and internationally. In April 2016, Gestev became the official imprint for all shows and events produced and presented by Quebecor.

Giasson has more than two decades of industry experience and has worked on both the agency and the media seller side, with stints at Cossette, Bell Media and a previous stint at Quebecor Media. She had previously worked as an account director for multi-platform and OOH, and briefly left the company to work for competitor Groupe V.

Her main objective in her new role is to make Gestev a “one-stop shop,” where clients can get access to not only events, but also the full suite of Quebecor platforms, including TV, web and OOH, Giasson tells MiC about her goals for her new job. Erik de Pokomandy previously held the position and has recently left Quebecor.

Quebecor recently announced its 2018 revenue was up by 1.4% to $4.18 billion from $4.12 billion in 2017.