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I learned my job at the NFB |
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I learned my job at the NFB |
by Ron Jones
September 2002
I recently visited with Jacques Cormier, the president of Cormier Publicit�, in his office where the walls are lined with posters which his firm designed for several Hollywood productions. The office is warm and friendly and very business-like.
We began by talking about Jacques's days at the NFB where he worked from 1976 to 1986. He joined the Film Board as a graphic artists. In four years, he became Art Director and then Art Director in charge of the studio.
RJ... When do you decide to strike out on your own?
JC... When I was with the NFB I realized that there was no way that I could improve. I wasn't interested in creating titles. I had in mind to do things differently. At the time, there was talk of reorganizing the studio so I presented a plan of reorganization which involved a joint venture between titling and the graphic studio. Titling didn't like my plan so I could see that there was no future for me except in Marketing but I was not ready for that. In Production, the director was always the boss so I was always in fights trying to show that promotion was more of an advertsing piece than just a poster for a film. So I decided to leave the NFB and look for a company targetted more directly on the client. So I went to Sports Experts.
I joined Sports Experts for three years as Creative Director and Director of Advertising with a budget of $10 million per year. This experience was incredible! Unfortunately, when the president decided to leave and six vice-presidents were battling for the top job, it was very stressful.
The chosen vice president didn't feel that I was totally accepting his ideas. But l'm a fighter and I never take anything for granted. I said OK! I will consider your idea and come back to you. I was still the one making the decisions but slowly he changed everything so I decided to leave. That's when I realized that I would never work for someone else again.
RJ... How did you get started on your own?
JC... For the first six months I started the business from my basement and, every morning I would take the yellow pages and, from 9 to 12, I would call enterprises and try to get an appointment in the afternoon. After six months I had 10 or 12 clients so I decided to get out of my home. It was horrible not to go to work on Monday morning, so I rented an office. I rented a 9 x 12 space in a public relations company.
Eventually Jacques took over the complete lower level of this building and this is still the headquarters of Cormier Publicit�. His first big client was RDS, the Quebec Sports Channel for whom Jacques prepared all of their radio advertising and promotion. At the time, he was doing it all on his own but then the staff began to grow to its present six. And next week he will be joined by a responsable for clientele development.
RJ... And when did your wife Chantal become a part of the organization?
JC... At first she was a computer analyst, then we had a child so she remained at home. Then she decided to go back to university to study law and become a lawyer.
One day, I lost RDS which was about half of my income so I had to reorganise and I asked my wife if she wanted to join me. I promised her a raise and she joined. Now she is a 50% partner.
RJ... Does she like the boss?
JC... I think so! We have been married for 28 years but you should ask her.
RJ... When did Andr� Ruest join the firm?
JC... Six years ago. I knew that I needed someone who would stay for a long period of time. I also knew that the NFB were making cuts and the Studio would close. So I had lunch with Andr� and asked him to join me first as a graphic artist and then as a partner. Now Andr� is a partner in Cormier Publicit�.
Andr� Ruest is the art director responsable for all graphic aspects and he guides other designers. Jacques is responsable for strategy. He meets with the client, proposes a strategy and passes it on to Andr� who brings creative design to the plan.
RJ... What did you do for financing when you began?
JC... I put $100 in the business. At the time I had $16000 in my pension fund so decided to use $8000 to try to start the business. If it didn't work after $8000 I would stop. Finally I only used $2000. The business was working and, after eight months I was at the same salary as when I left Sports Experts.
RJ... What was your biggest challenge along the way?
JC... I think deciding if I would start a business or go for a job. After all you have to bring money home and I had a lot of companies offering me jobs but I didn't want to work for someone. So I decided to take a risk for three months. The thing is that you have to decide and right now! Now that I am helping young companies to start, the first thing I ask is: have you made the decision because, if not, you better wait.
Jacques says that today a work-day is about 8.5 hours long which a lot better than 14 or 16 hours two years ago. Now he takes a vacation where as in the past he was always near his phone and his lap top and always spent Saturday and Sunday morning in the office. Jacques is quick to add that he is not proud of that. He felt that, at the time, it was a good thing to do but today he knows that it was not a good thing.
RJ... What services are you now providing?
JC... Graphic design, communications plans, internet services, launching products, launching companies (marketing and publicity wise), customer development and computer training programs.
Cormier's clients include: CSST, Bombardier, The City of Repentigny, Commission Scholar, Chocolate Vadeboncoeur, Noranda, Remax and a host of others.
Upcoming for Cormier Publicit� ... a new company in the year 2003 which will focus on health and safety in the workplace which will combine graphic design with web site messaging.
In closing, Jacques explains that there are no frustrations. He is interested in new challenges. "I always have ideas. If you would ask me I could probably bring the NFB on the moon. I never ask myself what am I going to do in the next two years. What I do now is decide which project brings me pleasure rather than which project only brings me money."
