An HEC Montréal team shines at the “Tweete tes neurones !” Challenge

November 30, 2011

Two Master students and a BBA graduate were part of the winning team at the “Tweete tes neurones !” challenge launched by Génome Québec and the Quebec Consortium for Drug Discovery. Cyril Bernier (MSc in Electronic Commerce), Anthony Jacques Hachez (MSc, Marketing specialization) and David Pontbriand (BBA 2011) emerged victorious thanks to their “Personne n'en parle. Nobody's talking about it.” project.

The contest offered students (3rd year of a Bachelor's program or higher) an opportunity to combine academics and professional experience by taking on the role of an external communications specialist. The goal was to develop a campaign for enhancing and increasing the exposure enjoyed by the life sciences sector, and more specifically that part of the sector dedicated to medical and biopharmaceutical research.

“This prize comes as recognition of all the many hours and the great effort we poured into this project, to refine and make it work in a realistic way for players in the medical research field,” emphasized Cyril Bernier, one of the members of the winning team. “We came up with an effective communications campaign based on a strategy aimed at a specific segment of the public, using an online component combined with more traditional approaches.”

The proposals were judged by a selection committee of members of the life sciences sector and renowned communications professionals. Four finalists were selected from all the proposals submitted, and invited to pitch their idea to the jury consisting of Isabelle Perras, Vice-President and CEO, Optimum (jury President), Patrick Beauduin, Executive Director, Radio, Radio-Canada, Jennifer Robinson, Director, Communications and External Relations, AstraZeneca R&D, Cristina Rabasquinho, Director, Policy, Eastern Region, Merck Frosst Canada, and Éric Prud’homme, Vice-President, Strategy and Public Affairs, Board of Trade of Metropolitan Montreal.

The winners will share a cash prize of $10,000 and their project will be featured in a visibility campaign aimed at various players in the life sciences sector in Quebec. If the project is executed, the winning team may be invited to take part in the implementation process. “Aside from the results and the prize,” concluded Cyril, “seeing our plan actually put into practice would be the crowning glory for our project.”


From left to right: Marie-Kym Brisson, Vice President, Public Affairs and Communications, Génome Québec; the HEC Montréal winning team, Anthony Jacques Hachez, David Pontbriand and Cyril Bernier; Diane Gosselin, Vice President, Research and Business Development, Quebec Consortium for Drug Discovery.

News > 2011 > An HEC Montréal team shines at the “Tweete tes neurones !” Challenge