Monique Lamoureux
Co-president
Monique Lamoureux began her advertising career at Stratégem, which later became Carat. She worked there for 13 years while establishing herself as a shareholder. A pioneer in her industry, she was one of the first to use creative media to serve her clients. By collaborating with broadcasters, she developed the concept of enhanced sponsorship, financing various television series including La Petite Vie, Les Filles de Caleb, Blanche and many more. She skilfully participated in the first in-programme integrations of product placements, distinguishing herself by creating unconventional opportunities for the company’s advertisers. Passionate about television, she moved into production in 1999, joining the Avanti Ciné Vidéo team. Initially a content producer, she was promoted to general manager in 2000. Monique devoted much of her time to developing the company’s distribution division. She concluded the sale of several formats internationally. Under her leadership, the series Un gars, une fille – Love Bugs became the world’s most popular scripted title. Highlights of her career include special projects such as La Grande Exposition de La Petite Vie, which was installed in Montreal in 2018 to celebrate the 25th anniversary of La Petite Vie, as well as the marketing of two wines in honour of the cult TV show: Château Ragoût and Clos de Thérèse. The book marking the 10th anniversary of Tout le Monde en Parle is also one of her many projects. In May 2021, she and Patricia Blais acquired Avanti Groupe. Since 2022, she has been co-president alongside Ian Quenneville of Avanti-Toast, a company recognised in the Canadian audiovisual industry for its expertise in various types of content. She and Patricia Blais remain shareholders of Distributions Avanti Ciné Vidéo, as well as of the Pomme Grenade agency.
