First La Capitale advertising campaign created by Publicis

Quebec, January 18, 2016 — La Capitale General Insurance is launching a new advertising campaign. Going forward, the brand's multi-platform creative work will be carried out in partnership with Publicis. This agency offers La Capitale concrete repositioning strategies, a new visual identity and a new advertising campaign in line with the brand's strong points.

Following a call for tenders this past summer, La Capitale selected Publicis Montreal as its partner, making Publicis its lead agency.

“We are very happy with our new partnership with Publicis. The agency will be responsible for the advertising design of our upcoming campaigns. We are confident that Publicis will prove to be a strong partner that will help us meet the challenges of our industry. We are delighted with the creativity, receptiveness and openness of the Publicis folks!” said Frédérique Leclerc, Vice-President of Marketing and e-Commerce, at La Capitale General Insurance.

The new campaign, with the slogan “We're always by your side,” evolves from the previous one. In addition to some familiar faces, the messages introduce some new characters.

“We wanted to highlight the assistance and support La Capitale provides to its clients, as well as its products and services. These elements underscore La Capitale's commitment to always being there to help clients cope with life's ups and downs,” said Chantal Joly, Creative Director at Publicis Montreal.

This campaign will run on television, radio, the Internet and in various print media. The messages will be conveyed gradually throughout 2016.

About La Capitale General Insurance
La Capitale General Insurance is a subsidiary of La Capitale Civil Service Mutual. It has experienced significant growth and as a result is now rated third among property and casualty insurers in Quebec. It owns other insurance companies such as L'Unique General Insurance in Quebec and Unica Insurance serving the rest of Canada. It has over 1,000 employees and written premiums in the amount of 859 million dollars.

About Publicis Canada
Publicis Canada is one of the largest and leading communications groups in the country with more than 500 employees. Publicis Canada is part of Publicis Worldwide, one of three leading advertising groups within the Publicis Groupe.