Penelope Fridman

Penelope Fridman

Re-envisions the way organizations do business

With more than two decades of marketing and senior-level business experience, Penelope brings an uncommon level of insight and strategic leadership to every project.

As co-founder of L’Institut Idée, Penelope brings her expertise to a wide array of sectors, leaving an indelible impact on North American and international clients alike.

Her global clients include Audi, Sotheby’s International Realty, Greystar, Marriott International, Bausch + Lomb, Hyatt, Henry Ford Health, Humana and Live Nation.

Wahn Yoon

Wahn Yoon

Thoughtfully challenges convention

As a strategist with over 20 years’ experience, Wahn has been leading change through transformative projects that truly make a difference, whether he is visioning for Fortune 100 companies, designing brand strategies for global brands or creating category-redefining campaigns.

His clients include Marriott, Audi, Sephora, Live Nation, Abbott Labs, Plan International and many more. 

He co-founded L’Institut Idée and the Humanise Collective of independent companies. With partner Penelope Fridman, Wahn has created new ways to align leadership teams and set new strategic directions for companies all over the world.

Gen Moreau

Genevieve Moreau

Drives clarity, alignment and collaboration

Genevieve has international experience both agency-side and client-side. Known for her ability to bring people together to take on the most ambitious goals, she has extensive experience with strategic vision and planning, business strategies, loyalty programs and change management initiatives for some of the biggest names in retail, entertainment, grocery, pharma and technology.

A natural consensus-builder, Gen is particularly adept at working with cross-functional teams, encouraging collaboration and helping them adapt to constantly changing environments.

Sebastien Fauré

Sebastien Fauré

Sees solutions from every angle

Sébastien Fauré is a renowned entrepreneur in the Canadian marketing communications industry. Senior Partner at Bleublancrouge and co-founder of the Humanise Collective, a group of independent businesses comprising some 330 professionals. Together, these businesses take a unique, collaborative approach to solving client problems and implementing solutions adapted to the new human-conscious era. Sébastien previously served on the board of directors of the École d’Entrepreneurship de Beauce, as well as both the regional and national boards of the Young Presidents’ Organization. He currently sits on the advisory boards for South Shore Furniture and Groupe Park Avenue.

Jenn Green

Jenn Green

Connects insights to action

As a senior strategist with over 20 years of experience across technology, telecom, tourism and hospitality, as well as in the public sector, Jenn’s impactful insights are of enormous value to her clients.

Analytical by nature, and a highly creative thinker, she brings a considerable array of strengths to the table. Her specialties include strategic planning, primary and secondary research, brand positioning, persona development and messaging frameworks.

Madalynne Lawrence

Madalynne Lawrence

Ensures human-centred processes.

Maddy is a Design Strategist who opts for a human-centred approach when it comes to creating innovative and effective strategies for clients and audiences. 

An emerging leader backed by formal training in psychology and interdisciplinary design, Maddy is confident that her strengths in systems thinking, facilitation, research and UX design are key to understanding and working within complex systems. In fact, she firmly believes this is the only way to create real change in the world.

Want to join our team?

At L’Institut Idée, we welcome deep thinkers, curious minds and those who want to make a difference.

If you are interested in becoming part of L’Institut, please click below to find out what opportunities are available and how you can join our team.