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Transcontinental to combine media and interactive units

Transcontinental of Montreal is preparing to combine the operations of its Transcontinental Media and Transcontinental Interactive units into a single entity that will operate under the name Transcontinental Media. According to the company, the move is intended to make it "more agile at meeting the multiplatform marketing communication needs of its customers." The entity will be responsible for products and services in publishing, distribution, data analytics and management, as well as interactive marketing services and digital media. "After three years of developing our interactive marketing products and services, it became a natural step to provide our customers with an integrated offer by grouping them in our media operations," said François Olivier, president and CEO of Transcontinental. "Supply and demand in the marketing communications industry has changed rapidly, reflecting the ever-growing presence of communication channels such as mobile technology and social media. In this new environment our customers want to reach their target customers more effectively by using a combination of media, digital and interactive solutions. Concretely, the reorganization of our digital activities and interactive marketing solutions will make it easier to market our products and services and emphasize our offer on the various communication platforms, while continuing to deploy our other media and printing products." Natalie Larivière has been appointed president of the combined operation. Christian Trudeau, president of Transcontinental Interactive, will depart the company at the end of the month.

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