Coming from the advertising world, Monique Lamoureux worked at Strategem for 13 years, notably as vice-president of media. She was a shareholder in the company for 10 years, until 1999 when the company was sold to Carat, a major media group based in London.
A pioneer in her industry, she was one of the first to put media creativity at the service of her clients by developing the sponsorship of series such as Lance et compte, Les Filles de Caleb, Blanche and La Petite Vie.
Passionate about television, she took the plunge in 1999 by joining the Avanti Ciné Vidéo team. First a content producer, she then moved to the position of general manager in 2000. While she is responsible for the company’s management, the distribution aspect occupies most of her time. She supervises all operations linked directly or indirectly to the brands of the company, which includes the production of DVD boxes and derivative products.
Special projects occasionally come to stimulate her daily life. Among these we find La Grande Exposition de La Petite Vie which first saw the light of day at the Musée de culture populaire de Trois-Rivières, before traveling to Moncton, Chicoutimi and Sherbrooke, to finally settle in Montreal in 2018, marking the 25th anniversary of La Petite Vie.
The book, which celebrates the 10th anniversary of Tout le monde en parle, is also part of the specific projects she has piloted. A work that she completed with the head production researcher, it was enthusiastically received by the general public.
Selling formats internationally completes her responsibilities. The most popular title in a scripted format, Un gars, une fille, continues to capture new markets year after year.
In June 2021, she became co-president of Avanti Groupe with Patricia Blais.