K72 welcomes Michèle Riendeau | News attic

K72 welcomes Michèle Riendeau as director of strategy. A multidisciplinary expert, Michèle stands out for her approach combining brand strategy, service design (CX) and business strategy. With an eye toward the future, she guides organizations of all sizes through strategies aimed at creating sustainable and relevant brands in an ever-changing context.

Michèle’s portfolio includes several major brands, including VIA Railthe STMThe Simons House, Intact Assurance, Capsana et Montreal Tourism. Her career is marked by a passion for collaboration and design thinking, tools she uses to break down silos, spark creativity and bring clarity to complexity.

Before joining K72Michèle spent six years at Cossette, where she perfected her expertise before embarking on consulting. Over the years, she has explored a wide variety of sectors and challenges – from designing customer journeys for funeral homes to sexual health awareness campaigns. She also shares her expertise at conferences for events such as Web in Quebec and with APG Canada (Account Planning Group).

“Michèle is a passionate leader and a true conductor of strategy,” says Pierre-Luc PaymentSenior Vice President and General Manager of K72. “His ability to navigate between creativity and business strategy and his consumer-centric vision are invaluable assets for the team and for the brands we support.”

“For me, there was an intuitive fit with K72. It’s a gang of curious-creative people who refuse to be put in a box. Sometimes the solution to our clients’ challenges is to take care of their brand, sometimes it’s advertising, and other times it’s to rethink their service or their product portfolio. Because the team is multidisciplinary, we have a great playing field to have an impact on the lives of people and brands,” adds Michèle RiendeauDirector of Strategy at K72.

In addition to her career in strategy, Michèle is also illustratoruniting its professional and artistic practices around a common mission: to provoke through design.

In photo: Michèle Riendeau