5 Minutes with… Geneviève Langlois
For longstanding followers of Canada’s advertising scene, and especially those familiar with the Quebec market, the name Geneviève Langlois is instantly recognisable. After all, she’s a well-established creative with over 20 years in the industry, there’s some pretty massive campaigns with her name on them, and her record at the Bye Bye awards - Quebec’s biggest advertising competition - is nothing to scoff at.
But, one doesn’t acquire an acumen like this easily. And, even for all the time she’s dedicated, Geneviève’s journey has been pretty exceptional, starting with LG2 in the days when the agency was as small as 60 people, and now holding the titles of executive creative director and partner at what is now solidly one of the country’s strongest indie agencies.
So, to what does she owe the success? A love of efficient, creative product backed by powerful strategic insight is certainly useful, but her genuine passion for the industry is priceless. It fuels her desire to produce work that makes a difference, and, in the process, discover and develop new talents; nourishing individual potential and reinforcing LG2’s strong reputation in the process.
With all that in mind, LBB’s Josh Neufeldt sat down with Geneviève for a chat.
LBB> Geneviève, you’re a well-established name within the Canadian advertising scene. Tell us about what it took to get here! How did you get started in this industry?
Geneviève> My first chance came with an internship at the now-defunct advertising agency, Brad. The internship turned out to be an ‘other duties as assigned’ oriented role versus a creative one. So, I would listen to briefs through doors, work on them at home in the evening, and ask for feedback the next day before returning to my regular tasks. This charmed Stéphane Veilleux, the creative director at the time, who decided to train me and give me my first job.
The agency was located in Quebec City, where LG2 also has an office. The story that reached my ears was that Luc Du Sault, chief creative officer of LG2's Quebec City office, had noticed me, but refused to poach talent from another agency in such a small market. So, when I decided to move to Montreal, he took the opportunity to talk to Marc Fortin, CCO of the Montreal office. I've been with LG2 ever since.
Basically, at the start of my career, I was lucky enough to come across three creative directors who always believed in the next generation and saw something in me. There's no doubt that these three role models still have a huge influence on my vision today. As for the rest of my career, I owe it to my curiosity and my desire to have fun every day.
LBB> Since then, you’ve spent over 20 years in the industry. How have things changed since you got started? And how have you kept the experience fresh and exciting?
Geneviève> The available mediums, subjects, business objectives, and types of talent - it's all multiplied exponentially. For a curious person like me, it's a dream come true. We're lucky to be in a business where we're learning and discovering something new every day. In the last month alone, I've been exchanging, digging and creating in the renewable energy, furniture, pet, telecommunications and, of course, eyewear industries (including a solar eclipse campaign!).
Our industry is constantly evolving. There are always more stimulating opportunities. Today, we don't just do advertising or communications. We put our ideas to work for brands to ensure even greater impact and coherence with infinite possibilities. There's nothing boring about that.
LBB> Moving back to your LG2 loyalty, what’s been the appeal of the agency all this time? And what does your current title of partner represent to you?
Geneviève> A perfect alignment of my values with those of LG2. Maybe it's too romantic, but I grew up with the agency. When I arrived, there were 60 of us. Now there are almost 450! It's not so much a question of the number of employees, as how the agency has matured yet always kept its people and product-first values at heart. It's done so with a certain curiosity that's very much like me. There are now a dozen areas of expertise at the agency, including design, digital experience, brand activations and architecture. For me, it's a whole new way of seeing the world. And incidentally, it has a huge effect on the scope and depth that our work can now have on brands. It's exhilarating.
Aside from that, LG2 is an independent agency that has the means to always remain so through its unique partner model. And, this independence is one of the reasons for my longevity with the company. I've seen time and time again the freedom that independence brings in the face of courageous choices to opt for another path.
As for the title itself... I prefer people to associate my name with the influence I've had on a project, a brand, a talent and LG2 as a company. But, I fell in love with a field where I had few female role models, so all the better if my title inspires people. I know it inspires my two daughters, and I'm proud of that. Representation counts.
LBB> How would you describe your leadership style, and how are you using it to drive successful work at the agency?
Geneviève> I'm someone who listens more than she talks, and I try as much as possible to approach people with questions rather than answers. I have a great ability to guide without imposing, a difficult balance that I don't think many master. My vision is clear, and I know how to rally both our teams and clients in that direction, in an inclusive way. And when I fall in love with the power and relevance of an idea, I stop at nothing to make it happen.
And, as for this year, we’re going to keep having fun and doing great work, no matter the market or stage. That will always be the goal.
LBB> You’ve expressed a strong dislike for going in circles. So, how do you avoid this on a day-to-day basis, and instead emphasise the creation of work that can trigger reactions, and is backed by powerful strategic insight?
Geneviève> I'm quick to put myself in the audience's shoes: how it affects them, how it's important to them, what difference it makes to their lives. Whether we're at the strategy stage or in the creation phase, if we need to work too hard to make an idea or strategy make sense, I'm quick enough to cut it.
LBB> What are some of the most significant projects you’ve worked on in your career? And how do they reflect your creative style?
Geneviève> The first one that comes to mind is a radio ad for Quebec's pay equity law. It's important because I remember the feeling of having found ‘it’ the moment I crafted it... and the subject is important too. Moreover, it was the first international accolade I got at the start of my career, when we were shortlisted at Cannes. I was 25 and just starting out in the business. It's an unforgettable feeling that has nurtured the rest of my career.
Then, more recently, the ‘1.8 Pound Book’ for Préma Québec, ‘When it Smells’ by O'Select, all the groundwork that went into New Look’s ‘Western Spaghetti’, Granby Zoo and ‘Winter Lotus’.
LBB> As someone who has spent her career working in Quebec, what has your experience with the market been like? Would you say creativity gets approached differently compared to other parts of Canada?
Geneviève> Quebec certainly has a popular tone that's different from the rest of Canada. Comedy (in all its forms) is extremely important. TV broadcasting is still affordable for many brands. It has an impact on campaigns.
But, Quebec is changing, and as an agency with a national presence and local, national and international clients, we have to take that into account. Always judge with the relevance and strength of an idea for the target and the market.
In the end, I get just as much pleasure out of developing an idea with an international scope as one with a local one. You just have to choose the right tone and the most relevant insight at the right time.
LBB> Building on this, tell us about your success with the Bye Bye awards! What do you think has contributed to your strong track record, and what has this meant to you?
Geneviève> People tune in to this year-end review show with family and friends with a drink in hand between 11pm and 12:30am every year. It's even called the ‘Super Bowl of Quebec advertising’, which says a lot about its popularity. And so, the question we have to ask ourselves as an agency and as a brand is, ‘What do I, as a human being, want to be told on December 31st at 11:45pm?’. Probably ‘Happy New Year!’.
That's what the winning pieces in this popular contest have in common. They take part in the party rather than trying to sell, because that's the opportunity that's on the table at that very moment.
And, as for winning this contest, it's always super gratifying. We have a lot of industry awards, but when people are talking about a piece on New Year's Eve to the point where they bother to go and vote because they liked it, it shows that you've really hit the mark.
LBB> You’ve also mentioned a passion for discovering and nurturing new talents. Why is this so important to you? And how do you enable this to happen at LG2?
Geneviève> From my first day in this business to this day, one thing remains constant: the butterflies in your stomach before you come up with the idea, and the feeling when you know you've got something. The passion that goes into every project is so exhilarating.
When I meet a young person who has that fire, you can feel it. It's precious and needs to be nurtured, because our work, when done well, makes the world more fun, more beautiful, and more empathetic. So, I make it my duty to lead by example and to always be there for all young talents, to laugh, to swear (from time to time), to cry (if need be), to share, to test, to dig.
LBB> With that in mind, what are the most important lessons you’ve learned in your time in the industry, and why? And is there any advice you’d give to the juniors looking to learn from you?
Geneviève> To stay relevant in an ever-changing environment, but there's a secret ingredient: curiosity. (And a little naiveté.) This is true with every person, brand, and mandate.
LBB> Finally, what helps you destress after a long day at work?
Geneviève> Snowboarding with my daughters and my husband. They're my biggest cheerleaders and the toughest crowd about my work, but above all, the coolest gang in town.
