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Desjardins begins podcast promotion

Financial cooperative Desjardins Group has begun a new promotion in collaboration with QUB Radio, a subsidiary of Quebecor. The initiative takes the form of a co-branded podcast series called “Questions de fond.” The series, developed in association with media agency Glassroom, will focus on social issues and “organizations that make a positive difference for people and communities.” The five-episode series will be hosted by Léa Stréliski. The effort also includes television, print and digital elements.The effort also includes television, print and digital elements. The podcast is part of Desjardins’s GoodSpark Fund initiative.

“The audio format creates an intimacy with consumers,” said Jean-Nicolas Gagné, general manager of QUB Radio. “At QUB Radio, we have all the necessary expertise to guide brands in developing podcast series that transmit their values to their audience.”

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