AMALGAME AND CARGO BECOME ONE
By Adnews Staff
Advertising agencies Amalgame Creativite Strategique Inc. and Cargo Communication Marketing Inc., both of Quebec, have announced a merger of the two agencies to form Amalgame-Cargo Inc. The new agency is 100% owned by Amalgame-Cargo management including president Jacques Lefebvre (Amalgame), vice-president and CEO Claude Lecavalier (Amalgame) and vice-president, development Noella Lavoie (Cargo). Clients of the newly formed agency include: Exfo, MAAX, Excellence sport, Loews Le Concorde, Prevost Parts, the Greater Quebec Area Tourism and Convention Bureau and Air Alliance/Air Nova. "The merger is a springboard for the future," Lefebvre said. "It dovetails with our development strategy, which notably aims at doing everything to meet client needs, including setting up shop in Montreal. In fact we expect to have an office up and running there by the end of 1999." The merger will group together the employees and services of each of the former agencies including client services, media, creation and production. Amalgame was originally founded in 1986 as BCP Strategie Creativite Quebec. Cargo was created in 1994. The new Amalgame-Cargo office is based in Quebec City.