GroupM has promoted from within, announcing Tuesday the appointment of Monique Brosseau as president for the company’s Québec division.

Brosseau (pictured left), who previously served as SVP, business director for MediaCom Canada, will be based in Montreal, tasked with continuing the expansion of GroupM’s agency brands in and overseeing all business activities in the province.

GroupM Canada CEO Stuart Garvie (pictured right) tells MiC being able to hire for the position internally showcases the depth of talent in Montreal, an office he’d like to see run with more autonomy, rather than a satellite of Toronto.

“That’s exactly why we put Monique in the role,” he explains. “To help drive and lead that team to continue to improve our delivery to all of our clients both in Québec and for those clients we run from Québec, across Canada.”

Previously in management and senior executive positions at DDB Montreal, ZenithOptimedia, Nurun, Publicis and Edelman, Brosseau brings a unique perspective having worked on both the client and agency side of the industry.

“Monique has the right vision and the right drive to help us in Québec,” Garvie says, pointing out the market is a different, but important one. The province has its own unique media ecosystem, he says, where people consume different media channels than the rest of the country. To that end, he wants to see GroupM focus more on that market. “It’s very important that we have people in Québec, running our business in Québec understanding those differences and also being able to understand the rest of Canada and translate that for businesses that are run out of Québec.”

With Brosseau now at the helm, Garvie sees the transition as an inflection point for GroupM Québec, a chance to restructure to better the operations of the company as a whole.

“I think clients need help and need us to help guide them through this very fragmented marketplace, how to use data, how to define audiences better and how to grow their business through communication.”