Team | A potent blend of talent and experience

A potent
blend of talent
and experience

We are creative, meticulous and pragmatic. We believe the best strategies are executed with excellence. Our team is composed of insightful thinkers and talented artists who are never satisfied with the ordinary. Our notion of a team is rather broad. We value complicity and involvement with our clients, friends and associates, as a means to increase the impact of our contribution and facilitate its execution.

 

A PARTNERSHIP OF BUILDERS

 

BrandBourg’s three founding partners are involved at the very beginning of all projects, and each project is subsequently lead by one of the partners, according to the expertise required.

 

Team
Pierre Léonard
Vice President, Creative Director

His name has been closely associated with strategic design in Canada for over 20 years. His contribution in establishing the role branding and design plays within our cultural, social and economic development is unique.
 
For more than 20 years, Pierre worked at Cossette Montreal where he was Partner, Vice-President of Creative and General Manager of Grapheme and Identica. Pierre was also President of the Graphic Designer Society of Québec for 10 years.
 
Pierre taught at the Universite du Quebec in Montreal from 1992 to 1999, and he was named ambassador of the institution on the occasion of the university’s 40th anniversary. In October 2017, he received the Career achievement award  from the International Council of Design.
 
During his career he has contributed to the success of numerous organizations such as Bell, Radio-Canada, Air Canada, Desjardins, Cirque du Soleil, Théâtre du Nouveau Monde, La Tohu, Cavalia, Montreal University, Campus Montreal, Canadian Bar association et Quartier de l’innovation.
 
At BrandBourg, Pierre is responsible for projects linked to brand identity.

Lucie Tanguay
Vice President, Strategy & Innovation

Lucie held leadership positions in Marketing at Knorr Bovril, Seagram and Culinar before she created TKO Marketing, a firm specialised in strategic planning, marketing research and brand strategy.
 
Lucie is highly recognized for her analytical ability, her strategic creativity, and her ability to synthesize information. She excels in leading strategic workshops with brand and business leaders, but also in moderating discussion groups with consumers and end users. She has led over 250 discussion groups and approximately 100 strategic sessions over the course of her career.
 
She has had a hand in the growth of a number of renowned companies, associations and organizations such as Molson, the Liquor Control Board of Ontario (LCBO), Boulangerie St-Méthode, St-Hubert, Vachon, la Fédération des producteurs acéricoles du Québec, La Fondation du CHU Sainte-Justine, YWCA Montreal and many others.
 
At BrandBourg, Lucie leads the strategic approach and capability for the firm. 

 

Christian Pichette
CO-PRESIDENT

A born leader and entrepreneur, Christian is a prolific strategist whose professional experience at PepsiCo, Johnson & Johnson, Culinar, Desjardins and Provigo, as well as his 12-year tenure as president of Pigeon Brands has contributed to bringing a marketing mindset to the world of branding. He is a key figure in branding strategy and brand identity in Canada.
 
Christian holds a Masters in Marketing Management from HEC Montréal, where he taught marketing research and consumer behaviour. He has also acquired expertise in the field of customer relations management (CRM).
 
Being extraordinarily business-minded and renowned for his pragmatism, Christian is contributing to the development of several Canadian companies, amongst which Molson, Saputo, Danone, Rona, Keurig, Pfizer, Kraft, Campbell’s, TD Assurances, etc. His privileged access to a wide network of professionals and business leaders allows him to quickly understand trends and major organizational challenges of both large and mid-sized companies alike. His expertise in strategy and brand identity makes him an essential resource for advising C-suite and Boards with several of BrandBourg’s clients.
 
At BrandBourg, Christian deploys his expertise in strategy, architecture and brand identity across both B2B and B2C companies. 

John Nishida
Co-President

John is an accomplished brand builder. Holder of an MBA from the Rotman School of Management at the University of Toronto, John gained his experience in marketing, sales and brand management by working for large multi-nationals, including Campbell Soup Co., Mars Inc. and Sara Lee Corporation.

 

In 2000, he joined the Pigeon Brands team, where his sharp market insights and determination contributed to the company's rapid growth. Appointed President in 2008, he orchestrated the company’s development and solidified its position as Canada's leading branding and design firm.

 

John is known for his extensive expertise in consumer and mass-market brands, particularly portfolio management in mergers and acquisitions, innovation, identity management and packaging design.

 

During his career he has had the privilege of working with many renowned companies, including, among others, Canadian Tire, Shoppers Drug Mart, National Bank, Canon, Tim Hortons, Kraft, Dr. Oetker, GSK, Maple Leaf Foods and the Canadian Standards Association.

 

John joined BrandBourg at the end of 2016. He is based in Toronto, where he leads the development of our firm in this broad market, as well as sharing the presidency of our organization at the national level. He deploys his talent to clients such as Parmalat, Desjardins, Broadsign and many others and is responsible for mandates related to the consumer goods and supermarket sectors.

Liette Vézina
Senior director, strategy & consulting

Trained at the best marketing schools, Liette is a superior strategist. Quickly grasping her clients' reality, she strives to discover the best business opportunities available.

 

Before setting roots in BrandBourg, she worked at Seagram's, Culinar, Corby, Burke Institute, and spent four years at Fleury Michon Canada, two of which as Marketing Director and as a member of the management committee.

 

Methodical and rigorous, Liette brings her unique experience to the team, making her a major asset as the liaison officer between our clients and our creative team.

Julie Raymond
Senior director, strategy & consulting

Over the course of her career, Julie has garnered extensive experience in B2C and B2B project management. Her propensity for analysis allows her to quickly grasp the essence of an issue and express it in a clear and concise manner. Her business flair and her creativity have led her to identify business opportunities and lead numerous successful product launches.

 

Julie has played various roles, from Analyst to Brand Manager, to Director of Innovation and Senior Director, Marketing and Innovation, in a number of leading companies such as Culinar, Saputo and Nielsen. Before moving to BrandBourg, she was Senior Director of Marketing, Beverages at Keurig. She also worked as a strategic and marketing consultant for numerous U.S. companies.

Jean-François Houle
Director, brand experience

Trained as a designer, Jean-François is a brilliant communicator with 360° vision.

 

He's a geek and admits it... His passion for technology and the brand experience has led him to work in some of Montréal's most renowned agencies (Taxi, Sid Lee, Tank), where he developed an infatuation for digital communications and human interaction.

 

Over the course of his career, he worked for many prestigious clients, including Bell, Microsoft, TELUS, Rogers, MSN, Xbox, Ubisoft, Astral, DuProprio, Nespresso, Workopolis, Air Canada, L’Oréal, MasterCard, the National Film Board of Canada, SAQ, Transat, Pfizer, Abbott and Volkswagen.

Cindy Loridon
Group Account Director

A passionate brand management professional, Cindy is just as skilled in handling the strategic aspects of the process as she is in steering the development and deployment of the creative product. She has lived in Australia, England and France, and worked for almost a decade at Sid Lee. She joined BrandBourg in June 2016 as Group Account Director.

            

Cindy is recognized for her leadership, for her affinity to develop strong relationships with her clients, as well as her talent for managing multidisciplinary projects.

 

Over the course of her career, she has managed a variety of major accounts, including the Board of Trade of Metropolitan Montreal, the STM, Gaz Métro, belairdirect, Réno-Dépôt, IGA, Ivanhoé Cambridge and Maple Leaf Foods.