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A marketing guru, Michel Cloutier knew the importance of blending practice and theory, and the competition provided an excellent vehicle to do so. He wanted students and local businesses to connect, thus facilitating students’ entry into the workforce.
His son Mathieu Cloutier describes his father as a passionate man who was close to his students. “His joie de vivre was infectious and he knew how to challenge his students beyond their limits. He gave 100 per cent in everything he undertook.”
Following a rapid climb in the private sector during a career that spanned 14 years, Cloutier began teaching while remaining active as a consultant for companies such as Bombardier, the Dairy Farmers of Canada and Xerox. He was also successful in passing on his passions to his children. All three of them—Sylvie, Vincent and Mathieu—work in marketing.
Michel Cloutier helped establish the Regroupement des gens d’affaires de la Capitale nationale (RGA). In 1991, following his death, the RGA and the University of Ottawa created the Fondation RGA – Michel Cloutier which helps finance the annual marketing competition.
Why has this particular activity passed the test of time while so many similar initiatives have not?
It is because of its champions, says Gaby St-Pierre, who is the current coordinator of the competition. He gives the examples of professors David Large and Guy Laflamme who both taught the course in marketing strategies. “We owe them for the success of this event. They have carried forward the vision of Michel Cloutier.”
In fact, the competition has been so successful that, since September 2004, it has become a required part of the curriculum for Francophone and Anglophone students in their fourth year of marketing at the School of Management – a development that would have made Michel Cloutier very proud.
