{"id":3966,"date":"2025-11-11T07:55:23","date_gmt":"2025-11-11T12:55:23","guid":{"rendered":"https:\/\/www.mh.ca\/?post_type=journals&#038;p=3966"},"modified":"2025-11-11T07:55:24","modified_gmt":"2025-11-11T12:55:24","slug":"une-3e-edition-marquante-pour-le-sommet-des-chefs-du-marketing","status":"publish","type":"journals","link":"https:\/\/www.mh.ca\/fr\/resources\/une-3e-edition-marquante-pour-le-sommet-des-chefs-du-marketing\/","title":{"rendered":"Une 3&lt;sup>e&lt;\/sup> \u00e9dition marquante pour le Sommet des chefs du marketing et 10\u00a0000\u00a0$ remis \u00e0 la Fondation CHU Sainte-Justine"},"content":{"rendered":"        <section id=\"block--wysiwyg-1\" class=\"block block--wysiwyg\">\n            <div class=\"content-inner\">\n                <div class='c--wysiwyg '><p class='scroll--toggle-class js--split-text js--split-text-4'>Le troisi\u00e8me <strong><a href=\"https:\/\/sommetchefsmarketing.ca\/\" target=\"_blank\" rel=\"noopener\">Sommet des chefs du marketing<\/a><\/strong>, organis\u00e9 par le studio de production cr\u00e9ative m&amp;h et l\u2019agence m\u00e9dia DAC, en collaboration avec l\u2019Association canadienne des annonceurs (ACA), s\u2019est d\u00e9roul\u00e9 le 5 novembre dernier \u00e0 l\u2019Espace Flex de la Place Ville Marie. L\u2019\u00e9v\u00e9nement a rassembl\u00e9 <strong>plus de 140 chefs du marketing repr\u00e9sentant plus de 100 entreprises<\/strong> autour de conf\u00e9rences inspirantes et d\u2019\u00e9changes strat\u00e9giques.<\/p>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Gr\u00e2ce aux fonds recueillis par la vente de billets, <strong>10 000 $ ont \u00e9t\u00e9 revers\u00e9s \u00e0 la Fondation CHU Sainte-Justine<\/strong>, soutenant sa mission d\u2019excellence qui vise \u00e0 offrir aux enfants et aux m\u00e8res d\u2019aujourd\u2019hui et de demain un des meilleurs niveaux de sant\u00e9 au monde.<\/p>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>L\u2019objectif du Sommet est d\u2019informer et d\u2019outiller les chefs du marketing dans un contexte de transformation rapide de leur industrie. Les participants ont eu acc\u00e8s aux tendances, enjeux et perspectives du secteur gr\u00e2ce \u00e0 trois conf\u00e9rences cl\u00e9s : le panel des C-Suite, le panel des CMO et le panel \u00ab\u202fL\u2019exp\u00e9rience humaine\u2026 authentique\u202f!\u202f\u00bb, chacun proposant un contenu exclusif et pertinent pour anticiper les d\u00e9fis \u00e0 venir et soutenir la croissance des organisations.<\/p>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Voici un aper\u00e7u des points saillants qui sont ressortis de chaque panel :<\/p>\n<ul class='scroll--toggle-class scroll--translate-y'>\n<li>\n<h4 class='scroll--toggle-class js--split-text js--split-text-4'><strong>Panel des C-Suite<br \/>\n<\/strong><\/h4>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Ce panel avec <strong>Annick Gu\u00e9rard<\/strong>, pr\u00e9sidente et cheffe de la direction d\u2019<strong>Air Transat<\/strong>, <strong>Robert Dumas<\/strong>, pr\u00e9sident et chef de la direction de la <strong>Sun Life au Qu\u00e9bec<\/strong>, et <strong>M\u00e9lissa Gilbert<\/strong>, vice-pr\u00e9sidente ex\u00e9cutive et leader, affaires financi\u00e8res, chez <strong>Beneva<\/strong> a mis de l\u2019avant l\u2019importance d\u2019un alignement fort entre les \u00e9quipes marketing et la haute direction.<\/p>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Les discussions ont port\u00e9 sur la n\u00e9cessit\u00e9, avant toute initiative cr\u00e9ative, technologique ou strat\u00e9gique, de bien comprendre les priorit\u00e9s organisationnelles et les leviers de croissance de l\u2019entreprise. Les pan\u00e9listes ont rappel\u00e9 qu\u2019un manque d\u2019alignement peut rapidement miner la motivation des \u00e9quipes et nuire aux r\u00e9sultats d\u2019affaires. Cette conversation a offert une incursion pr\u00e9cieuse dans la vision des dirigeants, r\u00e9v\u00e9lant comment le dialogue constant entre CEO, CFO et CMO est essentiel pour b\u00e2tir une collaboration durable et efficace.<\/li>\n<\/ul>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>&nbsp;<\/p>\n<ul class='scroll--toggle-class scroll--translate-y'>\n<li>\n<h4 class='scroll--toggle-class js--split-text js--split-text-4'><strong>Le panel des CMO<\/strong><\/h4>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Compos\u00e9 de <strong>Marc Dicko<\/strong>, chef de la direction marketing et num\u00e9rique de<strong> L\u2019Or\u00e9al Canada<\/strong>, <strong>Catherine Laporte<\/strong>, cheffe de la direction marketing et num\u00e9rique de <strong>RONA<\/strong>, et <strong>Imen Zitouni<\/strong>, premi\u00e8re vice-pr\u00e9sidente et cheffe du marketing d\u2019<strong>Intact<\/strong>, ce panel a mis en lumi\u00e8re l\u2019importance des relations entre le CEO et le CMO pour transformer le marketing en moteur de croissance.<\/p>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Les discussions ont port\u00e9 sur le fait que le succ\u00e8s ne se mesure pas seulement aux taux de clic, mais aux ventes, au trafic et aux transactions. Les chefs du marketing ont soulign\u00e9 la n\u00e9cessit\u00e9 d\u2019\u00e9duquer leurs pairs sur le r\u00f4le strat\u00e9gique du marketing et de continuer \u00e0 \u00eatre des pourfendeurs de changement et d\u2019innovation. Ils ont partag\u00e9 l\u2019importance de surprendre et d\u2019innover gr\u00e2ce aux donn\u00e9es tout en faisant confiance \u00e0 leurs \u00e9quipes cr\u00e9atives. L\u2019intelligence artificielle y a \u00e9t\u00e9 pr\u00e9sent\u00e9e comme un outil pour concevoir, ajuster et valider les campagnes, pour permettre d\u2019allier audace et performance.<\/li>\n<\/ul>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>&nbsp;<\/p>\n<ul class='scroll--toggle-class scroll--translate-y'>\n<li>\n<h4 class='scroll--toggle-class js--split-text js--split-text-4'><strong>Le panel sur l\u2019exp\u00e9rience humaine\u2026 authentique !<\/strong><\/h4>\n<p class='scroll--toggle-class js--split-text js--split-text-4'>Ce panel avec <strong>Marie Pier Germain<\/strong>, copr\u00e9sidente du<strong> Groupe Germain,<\/strong> et <strong>Diane J. Brisebois<\/strong>, ex-pr\u00e9sidente et PDG du <strong>Conseil canadien du commerce de d\u00e9tail<\/strong>, a parl\u00e9 de la cr\u00e9ation des interactions authentiques et humaines avec les clients. Un exemple concret est Germain H\u00f4tels, qui se distingue face \u00e0 ses comp\u00e9titeurs internationaux par sa capacit\u00e9 \u00e0 accueillir chaque invit\u00e9, en faisant preuve de g\u00e9n\u00e9rosit\u00e9, d\u2019audace et de loyaut\u00e9. Ces valeurs transforment chaque exp\u00e9rience en un moment m\u00e9morable et humain.<\/li>\n<\/ul>\n<\/div>            <\/div>\n        <\/section>\n    \n\n        <section id=\"block--quote-1\" class=\"block block--quote\">\n                                <div class=\"content-inner c--background--6\">\n                                                <blockquote><p class=''> Voir autant de chefs du marketing r\u00e9unis montre \u00e0 quel point cet \u00e9v\u00e9nement est devenu un rendez-vous strat\u00e9gique pour l\u2019industrie. Pour nous, c\u2019est une occasion d\u2019observer les tendances \u00e9mergentes, d\u2019\u00e9changer directement avec les leaders et de se rapprocher de nos clients. Les discussions ont \u00e9t\u00e9 inspirantes et nous sommes impatients de continuer \u00e0 d\u00e9velopper le Sommet pour qu\u2019il demeure un \u00e9v\u00e9nement incontournable pour les leaders marketing. <\/p><\/blockquote>\n                        <cite>\n                            \n\t\t\t\t\t<span class=''>Christian Quenneville<\/span>\n\t\t\t\t\t                            Pr\u00e9sident de m&#038;h                        <\/cite>\n                    <\/div>\n                        <\/section>\n    \n\n        <section id=\"block--quote-2\" class=\"block block--quote\">\n                                <div class=\"content-inner c--background--6\">\n                                                <blockquote><p class=''> Ce qui nous a le plus marqu\u00e9s lors de ce Sommet, c\u2019est la diversit\u00e9 des perspectives et l\u2019\u00e9nergie des participants. Les panels ont mis en lumi\u00e8re des approches et des strat\u00e9gies, d\u00e9montrant que le marketing d\u2019aujourd\u2019hui doit \u00eatre \u00e0 la fois agile et humain. Pour DAC, c\u2019\u00e9tait un plaisir d\u2019\u00eatre coorganisateur aupr\u00e8s de m&#038;h en collaboration avec l\u2019ACA pour la premi\u00e8re fois et de contribuer \u00e0 un \u00e9v\u00e9nement qui stimule la r\u00e9flexion strat\u00e9gique et offre aux leaders des id\u00e9es pour faire \u00e9voluer leurs pratiques marketing. \r\n<\/p><\/blockquote>\n                        <cite>\n                            \n\t\t\t\t\t<span class=''>Mario Lemieux<\/span>\n\t\t\t\t\t                            Associ\u00e9 et vice-pr\u00e9sident principal du d\u00e9veloppement des affaires chez DAC                        <\/cite>\n                    <\/div>\n                        <\/section>\n    \n\n        <section id=\"block--quote-3\" class=\"block block--quote\">\n                                <div class=\"content-inner c--background--62\">\n                                                <blockquote><p class=''> En tant qu\u2019association, notre r\u00f4le est de favoriser le partage de connaissances et l\u2019excellence dans le marketing au Qu\u00e9bec. Le Sommet offre une plateforme pour le faire. Nous avons \u00e9t\u00e9 t\u00e9moins d\u2019\u00e9changes sur les d\u00e9fis actuels, d\u2019analyses des meilleures pratiques et de r\u00e9flexions sur l\u2019avenir du marketing. C\u2019est un \u00e9v\u00e9nement qui renforce les collaborations entre professionnels. <\/p><\/blockquote>\n                        <cite>\n                            \n\t\t\t\t\t<span class=''>Patrick Hotte<\/span>\n\t\t\t\t\t                            Vice-pr\u00e9sident Qu\u00e9bec, Association canadienne des annonceurs                        <\/cite>\n                    <\/div>\n                        <\/section>\n    \n\n\n\n    <section id=\"block--images-slider-1\" class=\"block block--images-slider\">\n\n        \n\t\t\t\t<div class=\"swiper js--slider c--slider\">\n\n\t\t\t\t\t<div class=\"swiper-button-next\">\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"swiper-button-prev\">\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"swiper-pagination\"><\/div>\n\n\t\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t<div class='swiper-slide'>\n\t\t\t<picture class='c--picture'>\n\t\t\t<source media='(min-width:1920px)' 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