Resources
Analyses, essays and tools for executives and marketing teams in the age of AI. A thought leadership approach: rigour, clear teaching and a focus on action, to turn complexity into useful decisions.
Interview at Salon Connexion: why digital transformations still fail, and four commandments for getting yours right.
The merger of Tink and Click & Mortar and its new brand identity, told by the leadership team.
When AI makes everything credible but nothing distinctive: why the marketing advantage now lies in discernment.
The environmental cost of AI in marketing, and how to stay effective with more responsible practices.
SAAQclic, Phénix, Santé Québec: five governance mistakes that derail large digital projects.
SAAQclic, Phoenix: megaprojects don’t fail at the end, they fail at the beginning. A framework for preventing the next fiascos.
Analyse de La Presse sur la manière dont l’IA peut enrichir les processus créatifs sans diluer l’unicité des organisations.
Create your SWOT analysis with our free online tool: strengths, weaknesses, opportunities and threats. PDF export and team sharing.
Define goals that are specific, measurable, achievable, realistic and time-bound. Export and share.
Structure your funnel: channels, content and targeting at each stage. Visualize and optimize the customer journey.
An exploration of manifold filling: why AI interpolates and optimizes within existing frameworks, without creative breakthroughs in the human sense.
A management perspective on the energy and environmental footprint of generative AI: how to reconcile innovation, strategy and digital sobriety.
Deciding and executing under uncertainty. The book is being written: a word of encouragement is always welcome.
Le piège d’une adoption naïve de l’IA : illusions de performance, risques pour l’innovation et la gouvernance.
Pensées impulsives et exploration spontanée d'un monde en mutation : Marketing, IA, Environnement et autres tendances.
Décrocher un premier emploi en marketing : le marketing personnel, entre personnalité, authenticité et confiance.
Pourquoi des entreprises, dont Click & Mortar, et des professionnels refusent l’IA générative : gouvernance, éthique, qualité.
Why Hudson’s Bay lost its relevance, and how to revive it: in-store experience, marketing and loyalty.
Analyse des effets concrets de la guerre tarifaire Canada–États-Unis sur les prix, les détaillants et le pouvoir d’achat des ménages.
À Ça vaut le coût : magasiner avec l’IA générative, ses possibilités et ses limites.
Click & Mortar, co-founded by Gabriel Tassé, ranked among Canada’s fastest-growing companies.
Cas HEC Montréal sur l’adoption de l’IA chez Click & Mortar : éthique, transparence et gouvernance.
Avec Guillaume Coutu : le marketing numérique à l’ère de l’IA, de TikTok et du SEO.
Les impacts environnementaux, sociaux et de gouvernance du marketing numérique, et comment agir de manière responsable.