Cossette Media Unveils New National and Integrated Leadership Structure to Support Its Canadian Clients

Cossette Media, a Canadian media agency that’s part of the Plus Company network, is proud to name two co-directors to lead its organisation. Martin Soubeyran has been appointed general manager, Quebec and East Canada, and Andrew Butts will be general manager, Ontario and West Canada. In addition to accelerating Cossette Media’s growth throughout the country, their mission will be to highlight the agency’s exceptional offer, which includes adding new communications disciplines like digital, predictive and creative marketing to its arsenal.

Martin has nearly 30 years of experience working for media agencies in North America and Europe. The Cossette Media team will benefit from his expertise to build up the agency’s portfolio in Quebec. Prior to this new role, Martin held different strategic management positions at Paul Martel / Mediavision and Touché’s offices in Montreal, as well as Havas’ offices in Paris. He collaborated with many major clients like Orange Telecommunications, Tourisme Montréal, VIA Rail Canada, Danone, Metro, Lassonde and the Producteurs de lait du Québec. Several of the projects he led have gone on to win numerous prestigious awards in Canadian and international competitions. 

“I’m honoured to join Cossette Media and the experts in the Plus Company network to lead this stellar team. Given my passion for the transformation of media ecosystems in the Web 4.0 era, Cossette Media is the ideal creative environment for studying this phenomenon,” said Martin Soubeyran. “A harmonious relationship between the creative and media agencies is key to promoting a perfectly integrated approach. Within our network, we’re well equipped to craft a high-quality creative product based on emotion, with a tailored selection of media.” For the last 10 years, prior to joining Cossette Media, Andrew was part of Group M and WPP, leading the Performance Marketing organization Neo Media World. With a background in performance media,  Andrew put increasingly more of his energy supporting brands in helping connect the dots between their brand and performance efforts. Over that time, he led key accounts in different sectors, including IBM, Weight Watchers, Nestle, Mazda and Heart and Stroke Foundation. Andrew joined Cossette Media in July 2022 as the Senior Vice President of Business Leadership with a focus on leading key national accounts.  “I’m incredibly excited about the next phase of my journey with Cossette Media. We have an immensely talented team, which only gets stronger with the appointment of Karine and Martin, both of whom share my commitment to leading through collaboration, transparency and empathy,” said Andrew Butts. “We are making some critical investment in tech and data which will only further cement our strong opportunity for integration with our partners at Cossette and Plus Company. Having started my career in an integrated creative and media shop, I see immense value for clients to bolster that with tech and data.  

“A national co-management leadership structure ensures seniority implication with each of our clients throughout the country. Cossette Media is in excellent hands with Martin and Andrew, who both have a contagious passion for innovation. Their expertise combined will make it possible to promote a competitive offer that integrates digital technologies, creation and media” said Karine Courtemanche, executive vice-president of Plus Company Canada and president of the media group. “In addition to the renewed leadership, the Cossette Media team will be supported by new predictive marketing software based on artificial intelligence, such as our brand new tool, Plus AIOS.”