It is with great sadness that we announce the passing of Tro Piliguian on the morning of October 13, 2022, in Montreal. He passed away at home, surrounded by his family, after a courageous battle with Parkinson's and lung cancer. He will be lovingly remembered by his wife and family.

Tro was born in Alexandria, Egypt, in 1947 and moved to Montreal in 1963. An entrepreneur at heart, he started his career in TV production, then founded advertising agency L' Academie, with two partners. In 1990, Tro became chairman of Ogilvy & Mather's Canadian offices. He then rose to the New York scene in 1994 to head Ogilvy's North American operations as CEO & Chairman of their flagship office. He ended his career in 2012 as Global COO of WPP, capping a successful and illustrious career as an Ad Man for over 40 years.

Tro will also be remembered for his commitment to Montreal's Armenian community, specifically the 'Tro & Anna Piliguian' Saturday School of Sourp Hagop Armenian Church, his invaluable service to the Pasdermadjian Foundation.

Above all else Tro was a selfless, compassionate, and dedicated family man.

His warmth, wisdom and generosity will be missed by all who knew him - especially those who loved him dearly.

I’ve been blogging since 2008 – usually once a week. Sometimes less. My tracking data suggest that I have a small, loyal, unsolicited following. As such one could conclude that there's no direct, or obvious, ROI to this blog, and that it's a waste of time.

Q: so what’s the point if my blog is more like a personal diary than a published work?

A: practice, not popularity, makes the master.

On one of my dog-walking routes I pass by an old Chinese woman who does her Tai Chi routine alone and in silence every morning. No one greets her, interrupts her, or tells her that she’s doing great. She’s a study of meditation in motion. Incredibly graceful, focused and precise.

A master immersed in the moment.

I confuse many of the people I work with by appearing to have a good solid (creative) answer for every communications problem that they bring to me to sort out.

My guess is that they’ll know much more than I do now . . . if they stick with it for 35 more years.

Some will.

Most won't. 

Blogging is one of the mental exercises that I continue to use to hone my communication skills.

Because it forces me to think clearly and succinctly, it affects everything else that I do. 

Masters inspire others to become masters themselves.

To follow their hearts down a new, unknown path.

Another wonderful example of simply great advertising. 

I just LOVE this line drawing because it's the essence of all great art, and advertising: a good idea that's presented clearly. 

When I was a kid my father took me to CTC to buy me a wagon so-that I could take on larger paper routes; I delivered the Toronto Telegram. In my teens I went there, with my own money, to buy parts for my bike. When I got my 1st car and it needed service - CTC. All my camping supplies - CTC. 

It was, and still is one of my favourite stores. 

I quite like this ad. The graphic speaks to the company's roots and the copy does a nice job of summarizing the company history - and telling you why CTC is still a relevant retailer today.

Happy Birthday CTC.