Jacques Bouchard

Life & Legacy

Jacques Bouchard, (August 29, 1930 – May 29, 2006) was a Canadian advertising executive and author. He was one of the founders of Quebec's first French creative advertising agency, BCP, and a pioneer in French-language advertising.
He is mostly known for having written Les 36 cordes sensibles des Québécois, a book where he identifies thirty-six cultural traits of the Québécois which may be used in advertisement. He also co-founded advertising agency BCP in 1959, from which he retired in 1984 after passing on presidency to Yves Gougoux.
In 1999, he was made a Member of the Order of Canada. In 2002, he was made a Knight (Chevalier) of the National Order of Quebec.
Bouchard died of cancer on May 29, 2006. Following his death, his wife Caroline Bouchard established the Foundation Jacques-Bouchard, which assists severely ill patients spend their last days at home.