In an attempt to connect with urban chic kids, Montreal agency Bleu Blanc Rouge has opened up an office inside a trendy downtown boutique.
"We wanted to be in a location where the trendsetters are," says Hubert Sacy, senior partner of Bleu Blanc Rouge. While it's possible to understand youth from within an agency, Sacy notes "it's much more easy to do it on the spot.
"My job is to reach the right people with a legitimate message, ... you can do all the focus groups in the world," but nothing beats "some kid looking over your shoulder and saying 'that's crap.' "
