Chalifour & Associates, is a consulting and communications firm, created in 2007, aimed primarily at advertisers working at the regional, national and international levels. The company’s main strength lies in the track-record of its president and chief consultant, Jacques Chalifour, whose background covers 35 years working with renowned agencies at the service of a broad range of advertisers, many of whom rank among the top 500. Consulting services offered by Chalifour and Associates include:
- Communications and Brand Audits
- Branding, Strategic orientation and Communications planning
- Coaching in the implementation of optimal communications practices.
ABOUT JACQUES CHALIFOUR
Jacques Chalifour BA, BBA, CAAP
Accomplished advertising executive with more than 35 years of agency experience. His many successful postings include Vice-President, Client Services at BCP; General Manager at Maclaren-Lintas Montréal; and President and CEO at Armada Communications Marketing.
Jacques has acted as consultant to such prestigious advertisers as the City of Montreal, St-Hubert Bar-B-Q, Molson Breweries, Coca Cola and Alcan. He has also handled national campaigns for Standard Life of Canada, Imperial Tobacco, Sodisco-Howden and ACTS, a subsidiary of ACE Aviation.
Jacques Chalifour holds a Bachelor’s degree from the University of Montreal, a Bachelor’s degree in Business Administration from l’École des Hautes Etudes Commerciales (HEC), and a Canadian Advertising Agency Practitioners Certificate from the Institute of Communications and Advertising (ICA).
Along with his team members, Jacques Chalifour has been commended on several occasions for a number of advertising campaigns and communications projects. The Montreal Publicity Club, Le Mondial de la publicité francophone, the Boomerangs and the London International Advertising Awards count among those organizations which have recognized his achievements.
BRAND AUDIT
The Brand Audit helps define the brands DNA as well as its tangible and intangible characteristics.
Based on a proven process but tailored to the need of each client, a Brand Audit is recommended before:
- Initiating a Corporate strategic planning exercise;
- Up dating a corporate or brand image;
- Planning of a brand extension;.
- Launching a new product.
COMMUNICATIONS AUDIT
Developed over recent years by Chalifour & Associates, Communications Audit services are aimed at advertisers who want to improve the effectiveness of their communications through an objective and independent analysis of the resources and methods involved in the development and execution of communications plans, and indeed of the plan itself. Two types of audits are offered:
I. Audit of internal resources and practices.
This audit involves improving practices and enhancing the effectiveness of communications initiatives through a cogent, objective analysis of resources and methods involved in the planning, execution and evaluation of communications initiatives. Such audits can generate reductions of up to and occasionally surpassing 10% of the advertising budget.
Am I a candidate for a communications audit?
- My overall advertising budget amounts to more than 3 million dollars.
- Communications activities are carried out in more than one division of the company without the benefit of an integrated annual planning process.
- Company needs have evolved, and new realities resulting from a merger/acquisition, access to new markets, or a new product launch require a review of resources and methodology in the communications division.
- The company lacks governing rules, standardized letters of agreement, dialogue and evaluation methods, or key performance indicators, whether for internal use or in dealing with partners/suppliers.
If you have never undergone a communications audit, it is quite possible that acquired rights and entrenched habits have compromised the effectiveness of your communications investment and the competitiveness of your company. In such a case, an audit will generally prove to be very profitable.
II. Communications plan audit.
Designed for advertisers of all size. The communications plan audit is designed to optimize the mix of communications tools used by the advertiser, taking into account specific objectives and distinctive characteristics as well as market position in relation to competitors. This type of audit can give rise to a revision of the communications mix and of key messages, revised budget allocations, and the introduction of key performance indicators to measure the effectiveness of communications activity.
Am I a candidate for a communications plan audit?
- Medium-sized or large business, you would appreciate the opinion of an independent expert.
- You are questioning the pertinence of your communications mix and your level of investment.
- You would like to know whether your message is persuasive and if it is reaching your target audience.
- You would like to receive guidance on your communications choices.
- If you have a young communications team this is your chance to combine the experience of a seasoned consultant with the energy and vision of a young team.
BRANDING, Strategic orientation and communications planning
When required by the mandate, Chalifour and Associates can enlist top industry professionals in the fields of creation, traditional and on-line media, promotion, public relations and research.
Services offered
Squarely focused on changing attitudes and behaviour, strategic planning offers the following services, in accordance with the needs of the client.
- In-depth analysis of target groups.
- Conversion of corporate strategies into communications objectives and strategies.
- Development and validation of brand parameters, sales arguments and key messages.
- Development of communication plans and schedules.
- Formulation of briefings tailored to the requirements of creative personnel, media and other communications disciplines such as Web, PR, DM, internal communications, etc.
- Maintaining rules of conduct governing associates and suppliers.
- Creation of a dashboard and implementation of key performance indicators.
- Preservation of brand image and monitoring of productions.
- Periodic updating and fine-tuning.
- Coaching in-house teams and, where necessary, recruitment of personnel.
COACHING
Coaching services begin with an understanding of the needs and expectations of managers; an analysis of strengths and weaknesses of candidates with regards to expectations; a work plan, and key performance indicators. The broader mandate consists in refresher sessions; review of procedures and improvement of current methods; creation of work templates and optimization of planning tools.
When you enlist the expertise of Chalifour & Associates, you benefit from customized service aimed at tangible results and the development of candidates who will emerge enriched from the experience.
Replacement
The experience acquired by Jacques Chalifour during his years spent at the helm of a number of advertising agencies and multidisciplinary groups enable him to take charge of a mandate or step into a management position with remarkable alacrity. His rigorous approach combined with practicality and problem-solving abilities enable him to quickly grasp the objectives and the scope of projects, as well as the issues involved, in order to design and implement a plan of action.
His inspiring leadership abilities enable him to foster optimal performance from a results-oriented team. He quickly gains the confidence of his collaborators and enlists their full support in fulfilling the objectives at hand.
His approach is aimed at reaching targeted objectives with maximum economy of activity. Moreover, when the opportunity arises, he will not hesitate to go the extra mile to surpass expectations and give added-value to his contributions.
PARTNERS
Jacques Chalifour will not hesitate to call in experts to complement his services or to fulfill the specific demands of a client. Such collaboration enables him to broaden his service base as well as to intensify his thought process and enhance problem-solving abilities.
- Advertising creative resources
- Graphic design studio
- Media planners and buyers
- Sales promotions and events
- Experts in DM, promotions and events
- Web designers and producers
- Social media strategists
- Market research houses
- Human Resources Consultants
- Experts in anthropology, psychology and sociology.
CHALIFOUR AND ASSOCIATES CLIENT LIST
Brand Audit
- BOMA Québec
- Québec International
Communications Audit
- Groupe Financier Banque Nationale
- The Royal Canadian Mint
- Les fonds Universitas du Canada
- Union des producteurs agricoles du Québec (UPA)
- Ville de Repentigny
Branding, Planning
- CanCOLD
- Génome Québec
- Hydro-Québec
- Québec International
- Transcontinental
- BOMA Québec
- CPS Média
- Union des producteurs agricoles du Québec (UPA)
Coaching, Replacement
- L’Association des Agences de Publicité du Québec
- Fonds Universitas
CONTACT US
Chalifour & Associates
Tel.: 1 (514) 983-2591
Fax: 1 (514) 906-6929
Montréal, QC, Canada
Client testimonials
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"In 2013-14, Jacques Chalifour was given the mandate of evaluating the sales potential of a new CPS Media product offering that would leverage our existing services. We were pleasantly surprised by Jacques’ creative approach. He first conducted a number of interviews with ad agency decision makers defined as the primary target group. This first step proved to be very useful in that he applied the results throughout the subsequent steps to inspire our own team in generating new and innovative ideas and solutions. His approach resulted in a new media service capable of reaching over 60% of all professionals in Quebec, a very affluent and difficult consumer cohort to reach. This new media offering called Procible is intended for national advertisers and their advertising agencies. As a consequence, I have no reserve in recommending Jacques Chalifour."
Jean Thibault Président,CPS Média
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"Jacques Chalifour was mandated to perform an audit of the resources committed to the development of the regional recreational and touristic activities by the City of Repentigny and la Société de Développement Récréotouristique de Repentigny (SDRR), its municipal constituency. His approach led him to meet with all touristic stakeholders of the extended region to understand their respective role and perspective and define the role of the SDRR. His rigorous approach combined to his analytical abilities and deep understanding of the regional and municipal issues led him to table a report that not only was very well received but became the basis of the strategic planning that followed."
Manon Fortin, Directrice – Service des arts, de la culture et des lettres Ville de Repentigny
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"“We called upon Chalifour’s team to conduct an audit of our communications resources. We had no idea to what extent his plan of action would impact our organization. His recommendations resulted in a new corporate brand image and new team dynamics that had positive reverberations throughout our organization. Great work that made a difference"
Guylaine Gosselin, Directrice générale L'Union des producteurs agricoles
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"I had the opportunity on several occasions in the past to use the services of Mr. Jacques Chalifour for various consulting mandates and strategic support. His contribution was outstanding every time. His vast experience, his keen understanding of strategic issues, his ability to identify profitable solutions for his clients as well as his extensive knowledge of marketing communication are key to success and quality. Mr. Chalifour demonstrates commitment and generosity to carry out the mandates entrusted. He’s a great partner to work with."
Carl Viel, President and CEO Québec International
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"Between 2003 and 2013 we enlisted the marketing consultant services of Jacques Chalifour. The first mandate consisted in the elaboration of a strategic marketing and advertising campaign that resulted, with the contribution of a highly motivated sales team, in significant sales growth. In 2013 we commissioned Chalifour & Associates to conduct an audit of our marketing and advertising resources. The mandate resulted in a major reorganization of our marketing and communications team and the hiring of senior staff to meet the many challenges of a reshaped RESP industry. I recommend Jacques wholeheartedly for his professionalism, broad expertise and enthusiasm in embracing the cause of supporting and improving the education of our kids."
Jean Marchand, President and Co-Founder Universitas
