The deposit bank spends nearly $ 370,000 to be called “the cashier”

The Quebec Deposit and Placement Fund spent nearly $ 370,000 to find its new marketing name: the fund.

• Read also: The box drops the names Ivanhoé Cambridge. In addition, Otéra Capital

• Read also: Caisse of deposit: management fees now exceed $ 3 billion

Launched last month in anticipation of 60^e Anniversary of the institution, the “brand” replaces the acronym CDPQ, which has been used since 2020. Similarly, Until then, the fund used its full name in its official communications.

“La Caisse” is therefore the third name that the institution publicly uses in less than five years.

The change of appellation “makes it possible to reaffirm the unique identity of the cash register. For example, to highlight its inheritance by bringing together its activities under a single distinctive name which pays tribute to the origins of its deposit bank spends nearly $ creation and embodies with pride its roots”, explains the institution in a response to a request for access to the information of Journal.

Farewell Ivanhoé

Recall that. at the same time, the fund has dropped the names of its two real estate divisions, Ivanhoé Cambridge and Otéra Capital.

The institution paid nearly $ 173,000 to the Cossette advertising firm to carry out “research”, “recommendations” and “brand architecture”.

She then paid nearly $ 168. 000 at the LG2 agency deposit bank spends nearly $ for the “markup of nominal identity”, “creation and [le] development of the new brand “as well as the” deployment strategy “.

Finally, the Robic firm received nearly $ 29,000 to take care of the “brand’s legal recordings”.

The fund will have to initiate other expenses to implement its new identity. but it could not quantify them on Friday.

The La Caisse brand deposit bank spends nearly $ is used in French and even in communications in other languages.