Contact Us  |  Français
ASC Logo
2012 PSA
eClearance icon eClearance Login

ASC's Trends & Topics Seminar Series

This is an archive listing of a past ASC event.
Date: Wednesday, October 19, 2011
Time: 8:30 to 9:00 am – Registration and Continental Breakfast
9:00 to 10:00 – Session
Location: Advertising Standards Canada
2015 Peel Street, Suite 915
Montréal, Québec H3A 1T8

This workshop is presented in French.

Convenient. Inexpensive. Green Packaging. Healthy and Flavourful. These are just a few of the expectations that consumers have about their food purchases. How are global food brands adapting their products to meet these challenges?

Join ASC to learn about the latest global food trends and innovations recently presented in Paris at SIAL (Salon International de l’Agro-alimentaire). Raymonde Lavoie of DesArts Communication and Michelle Guibord of Saine Marketing will co-present the findings of three separate studies commissioned by XTC, TNS Sofres, and INNOVA. They will demonstrate how global brands are responding to consumer preferences from around the world and provide insight into how brands are evolving to satisfy North American consumers’ preferences.

RAYMONDE LAVOIE, President of DesArts Communication

Raymonde Lavoie has vast experience in marketing communications, namely in the agri-food and packaged goods industries. She has worked with many companies, including: Fédération des producteurs de lait du Québec, Fédération des producteurs de porcs du Québec, Québon Ice Cream, Danone Inc. (LU Brand), Kellogg Canada Inc., Kraft Canada Inc., Culinar, Quebec Fish Processors Association (QFPA), Lassonde Specialties (Canton and Antico), CloverLeaf’s Seafood Products and Dairy Farmers of Canada.

Raymonde is Chair of ASC’s French Canada Response Council, a Director on the Board of Association of Quebec Advertising Agencies (AAPQ) and a Director on the Board of Partnership for a Drug Free Canada (PDFC). Until recently, she lectured at University of Montreal on Creativity Techniques as part of the Advertising Certificate program.

DesArts Communication, formed in 1988, has a bright and dynamic team that offers clients a unique branding method.


Michelle Guibord, a consultant with Saine Marketing, uses her vast expertise in consulting and market research.

She has executed numerous research and consulting mandates for Saine Marketing for clients in the agri-food, retail, recreational, real estate and manufacturing sectors including: MAPAQ, DeSerres, Cirque du Soleil, Complexe Desjardins, Olymel, Lassonde Specialties, Abbott, DMC International, and Tennis Canada.

Mrs. Guibord has held executive positions in marketing at J.R. Ouimet and Culinar, as well as a position in research at Kraft Canada Inc. She is active in the academic community, and has taught market research at HEC Montréal.

Saine Marketing Inc., with a workforce of 200 employees, specializes in research and marketing strategy and has been serving a long list of multi-sector clients over the last 25 years.