
Advertising executive, author, creator – Jacques Bouchard was a true pioneer in the world of advertising in Quebec. But he was much more than that. His death on May 29, 2006, left a huge void among the province’s most ardent defenders of humanitarian causes.
Jacques Bouchard saw life imaginatively and saw it big. Besides founding the Publicité Club, the breeding ground for an industry then in its infancy, he went on to start BCP Advertising, a future advertising leader in Quebec. He also knew just how to read and decode the species Homo quebecensis in his works, especially Les 36 cordes sensibles des Québécois (The 36 Heartstrings of Quebecers), republished in 2006 as Les nouvelles cordes sensibles des Québécois.
For this visionary entrepreneur, brilliant author and man of commitment, influence in the media and commercial success were not enough. In 1970, he founded Sociétal, a group of advertising professionals engaged as volunteers in the creation and dissemination of campaigns promoting major humanitarian causes, including among others the problem of child abuse.
Jacques put his creativity, generosity and sense of social engagement into everything he did. As a committed philanthropist, he never hesitated to put his managerial talents and writing skills to work helping the causes that mattered to him. By supporting the families of patients nearing the end of life, our foundation hopes to carry on the social commitment of Jacques Bouchard, a great humanitarian, in a manner worthy of his name.
Jacqueline Cardinal et Laurent Lapierre
See J. Cardinal et L. Lapierre
Jacques Bouchard et BCP : l’homme qui connaît ça!
Centre de cas HEC Montréal, 2004, 24 pages.
http://web.hec.ca/centredecas/catalogue/index.cfm