La Presse is hoping for more efficiency by bringing its different sales and ad departments together into a single service.

La Presse‘s sales and operations, media solutions, branded content and data science departments have been consolidated under a new advertising brand called Atelier La Presse. It also includes the Canevas art and design team, brand-content specialists XTRA and data analytics team Radar.

“Having an original advertising brand for our B2B activations gives us more leeway and avoids any confusion,” explains Valérie Beauchesne, managing director, media solutions for La Presse.

“Although the role of sales is to support La Presse‘s mission, on a day-to-day basis our targets, objectives and activities are very different. As a media outlet, La Presse is a leader in information, but our fields of expertise are even broader and we want to increase the visibility of the teams and the expertise available to our advertisers.”

Patrick Salois, VP of sales and operations at La Presse, adds that the idea for the new agency came from the company’s collaborative effort exhibited by the various teams involved in advertising sales.

“Today, 42% of our advertising revenues come from solutions that didn’t exist four years ago,” he says. “I have also witnessed the impact of this collaboration outside our offices, since it continues with our advertisers, whom we consider true partners. This realization was the basis for creating the Atelier La Presse brand.”

The “Atelier” in the new name refers to the idea of a physical place where people work, create and share their ideas to discuss, design and produce together.

Atelier La Presse’s brand image was created by Cossette and its website was created by Sid Lee.