Click & Mortar Welcomes Mikaël Perreault, Director of Data, as New Partner

Click & Mortar is proud to announce the appointment of Mikaël Perreault as a partner. Already serving as Director of Data Science within the agency, Mikaël brings deep expertise in data engineering and analysis, with the ambition of turning data and artificial intelligence into strategic levers for the agency’s clients.

A graduate in engineering from Polytechnique Montréal and holder of a master’s degree in machine learning specializing in natural language processing and recommendation systems, Mikaël also teaches Web Analytics at HEC Montréal. His rigorous and innovative approach has already helped dozens of Click & Mortar clients take control of their data and turn it into powerful growth drivers.

This major milestone is a chance to celebrate Mikaël’s journey, both before and after joining Click, as well as his strategic vision for the company’s future as a new partner.

Mikaël’s Journey

A man of many passions—including marketing

If one trait defines Mikaël Perreault, it’s his insatiable curiosity. As a young man, he was already interested in everything from science and psychology to literature.

This broad curiosity led him to apply to no fewer than seven university programs! Asked to explain this surprising number, he simply says:

“I’ve always been interested in a wide variety of topics, and I didn’t want to limit myself by choosing just one.”

Among the many subjects that captivated him was marketing. However, his unmatched passion for science and analytical thinking ultimately prevailed:

“That was long before Click, but I saw marketing as something more qualitative and less technical than science. So I put it aside… not knowing I would end up fully immersed in it one day!”

Choosing Science and Striving for Excellence

Pursuing his passion for quantitative thinking, Mikaël became a highly recognized scientific mind at Polytechnique. Excelling academically, he launched his career in aerospace engineering. Then, suddenly, a new technological advancement captured his imagination: artificial intelligence.

“My discovery and study of AI was something special. I fell in love with the technology. I put in a lot of time and effort to understand how it worked. Over time, AI became a lens through which I view today’s technological challenges.”

With this new specialization, Mikaël left aerospace engineering to focus on AI. Another key factor in that decision was his deep commitment to Quebec:

“I still love aerospace, but I reached a breaking point—moving forward meant going to the U.S., and that made me sad. I decided I wanted to use my knowledge to serve Quebec rather than export it to enrich our southern neighbors.”

That desire to serve Quebec would find its purpose at Click & Mortar.

The Click & Mortar Opportunity: Bringing His Passions Together

In 2020, Mikaël met Olivier J. Bergeron, co-founder of Click & Mortar:

“At first, Mikaël wondered why I wanted to talk to him given his very technical background. I told him I wanted to transform Click & Mortar into an agency that prioritized cutting-edge tech solutions.”

Their shared vision for a data-driven agency focused on digital sovereignty created an instant connection.

Though excited, Mikaël was hesitant—making the leap from aerospace engineering to digital marketing was bold. Still, his drive to explore and try new things made it feel like a logical, if daring, step:

“At first, I was intimidated to accept the role with no formal marketing background. I joined a ‘flying team’ with no official clients, supporting the marketing teams. But within a year, I knew enough marketing concepts to play my role well.”

His analytical rigor and leadership soon paid off. Mikaël not only found his place—he created one: today, he leads the very Data Science department he helped found.

“Mikaël’s knowledge and skills propelled our data science capabilities forward by years in just months. It was clear to us he had partner potential,” says Olivier.

“I even told him at our first meeting: with his help, we’d turn opinions into predictions—and here we are.”

His Proudest Achievement (So Far)

Asked what accomplishment makes him most proud since joining Click & Mortar, Mikaël answers without hesitation: the rapid rise of Click & Mortar as a strategic partner to Sobeys.

This shift is largely due to the excellence of the Data Science department:

“What makes me proud is that we started from scratch and are now the agency analyzing data for all their banners!”

This is exactly the kind of success Mikaël hopes to multiply in his new role as a partner—because yes, he already has a plan for the future.

Strategic Vision and Expected Impact

Three Core Priorities

For Mikaël, becoming a partner is an opportunity to further integrate data science and AI into the agency’s services—to help clients make better decisions and stand out in their markets.

His plan focuses on three priorities:

1. Distinguishing high-value data from noise

“There’s too much noise in data. Businesses struggle to know what to keep and what to discard. At Click, we’re laser-precise in identifying what data brings the most value and setting aside the rest. We already lead in this—we aim to become the best in the world.”

2. Prioritizing clients’ ownership of their data

“I believe digital sovereignty is key to reducing our dependence on the U.S. Giants sell costly solutions to our clients, even though many of the features are irrelevant. Now that I’m a partner, I want to keep Quebec dollars here and do what’s best for our clients. Local ingenuity will break down all barriers—it’s essential to our economic independence.”

3. Making Click & Mortar a leader in AI-powered marketing

“I want to use my AI expertise to fully develop our AI solutions. That’s how I see myself fulfilling the original mission Olivier gave me: to create marketing that fully leverages both quantitative and qualitative sciences.”

The Power of Merging Passions

As Mikaël begins his new role as a partner, his story shows that a passion never truly disappears. Whether it’s marketing, AI, or even aerospace, all his diverse interests have shaped the excellence-driven leader he is today.

By merging his once-forgotten love for marketing with his newfound passion for AI, Mikaël has become the perfect person to help take Click & Mortar to the next level.