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Atypic Turns 20, Still Driven by the Same Desire to Help Causes and Explore New Horizons


June 17, 2019


Atypic Turns 20, Still Driven by the Same Desire to Help Causes and Explore New Horizons

Montreal, June 17, 2019 ― Last June 14 was a day of celebration for the Montreal agency Atypic as it marked its 20th birthday, still imbued with the same passion for worthy causes that it had at its beginnings along with a renewed desire to expand its operations across Canada and abroad.

As a leading actor on the Canadian charitable and non-profit scene, Atypic celebrated its anniversary with some 200 guests—family, friends, partners and representatives from various organizations—including world-renowned management expert Henry Mintzberg, a huge inspiration for the entire team.

A festive evening celebration set the stage for some real scoops, with the release of Atypic’s new branding and the announcement of changes to the agency’s management.

Pascal Lépine, who founded Atypic in 1999 with just $300 in his pocket, expressed great pride in how far the agency had come. “Today, Atypic is the best-positioned agency in Canada to meet the full range of clients’ needs, whatever their cause! And with our team of 45 experts, we have everything we need to go even further.” Atypic has set its sights on expanding its operations outside Quebec and Canada, in addition to making its expertise available to private-sector businesses by supporting their social and environmental initiatives.

Forward-looking organizational choices

Atypic’s 21st year will be one of renewal while staying true to its values of authenticity, empathy, collaboration, audacity and excellence. Current President Pascal Lépine will take over as Chairman of the Board of Directors, while Fannie Perron, an Atypic Partner and Vice President for eight years, has been promoted to President. This will allow Pascal to spend more time supporting clients and focusing on the agency’s strategic operations in order to ensure its growth and long-term viability, while Fannie will handle the agency’s day-to-day management, ably seconded by Isabelle Cypihot in the role of Vice President.

“I would like to thank Pascal for the confidence he has shown in me by handing over the agency’s reins,” said Fannie Perron, who added that she is honoured to have the privilege to lead such a wonderful team. “I am proud to see Atypic continue its efforts in support of a wide variety of causes while reviewing its work processes. I know that I can count on my community of talented and tireless colleagues to help fine-tune our approach.”

Atypic: be cause

To mark its 20th birthday, Atypic is giving itself a new brand identity that better embodies the company’s mission, values and ambitions. The new signature—Atypic: be cause—expresses the many reasons why it does things differently, the very essence of the agency and its distinctive goal: to help causes that change the world find a unique place in people’s hearts. That commitment is reflected in everything Atypic does as well as in its new logo. The letters in the Atypic name—arranged in a circle around the dot on the “i” in the centre, which represents a cause—symbolize the team of dedicated professionals revolving around the causes we take on. The website has also been revamped to highlight the agency’s new positioning.

About Atypic

Founded in Montréal in 1999 by Pascal Lépine, Atypic is now the only consulting agency in Canada able to meet the full range of clients’ needs thanks to its unique know-how and multidisciplinary team of 45 seasoned experts. From conducting awareness campaigns and creating fundraising activities to designing Web strategies, Atypic has the expertise to promote clients’ causes and take them to the next level.

Atypic has had the great privilege of putting its keen understanding of the philanthropic and non-profit sector to work for hundreds of organizations including Leucan, the Montreal SPCA, Opération Enfant Soleil, Amnesty International, the Orchestre symphonique de Montréal and the Institut québécois de planification financière.

In recognition of its leadership and outstanding services, Atypic has received some 30 awards and honours over the years. The agency is starting its third decade with the wind in its sails, plenty of projects in the pipeline and the same burning desire as ever to support good causes. www.atypic.ca



Marylène Kirouac
Senior Advisor, Marketing Communications

Photo credit:

Mélanie Senécal