ICE experience pushes students to deliver for Montreal Associates

April 23, 2025

At the Lazaridis School of Business and Economics, the Integrated Case Exercise (ICE) is more than just a capstone project—it’s a legacy. A rite of passage shared across generations of Lazaridis graduates, ICE is a hallmark of academic rigour, industry integration, and real-world challenge.

This year’s ICE Winter 2025 carried that legacy forward with poise, intellect, and entrepreneurial thinking, delivering strategic solutions in collaboration with our industry partner, Montreal Associates (MA)—a global leader in IT staffing and digital transformation consulting.

From the moment Dean Kyle Murray welcomed participants and judges alike, the energy in the room was palpable. “One of the first things I heard about when I arrived here was about ICE,” he shared. “It’s a tradition that spans decades. Alumni may not always remember their case, but they never forget the experience. We offer these experiential learning challenges so you can experience them in a safe environment. It’s not about what you did—it’s about the process. Enjoy the accomplishment.”

A real-world challenge brought to life

This year’s case was designed in close collaboration with MA’s leadership, including Group CEO David Thuillier and Business Manager of the Americas, Maurizio Gioffre (BBA ’16).  Joining them on the judging panel were MA executives Anthony Santo, Stacey Yu, and Carlos Leon (BBA ’24), offering depth and realism to the challenge, connecting back to the real company the case represented, and the real impacts the students’ proposed solutions could create.

“It ended up being a wonderful case because of this collaboration,” said Professor Hari Stirbet, who has long championed ICE’s connection to real business dynamics by writing most of the cases for ICE. “We have a tradition of bringing in company executives to judge the event, which allows students to really engage with the case. It transforms it from a hypothetical to a real solution —shaping the future of a global business.”

Students were tasked with developing a market growth strategy for Montreal Associates’ expansion into North America’s high-growth IT staffing sector. The stakes were high, and the expectations—higher. Yet across dozens of teams, one consistent theme emerged: creativity, precision, and an unwavering commitment to delivering high-impact, sustainable solutions.

Four ICE finalist teams were selected to present their solutions to Montreal Associates executives. Each brought a unique perspective to the case and showcased strategic thinking, creativity and real-world application.

Team 58, Sub-Zero Advisors, proposed a focused entry into the digital healthcare space, leveraging MA’s niche IT expertise to tap into a recession-resistant, highly regulated industry. Their thesis centered on trust as currency—a critical insight given the sensitive nature of healthcare and pharmaceutical data—and backed their approach with a clear implementation roadmap, including strategic hires, subsidiary formation, and tailored solution offerings.

Sub-Zero Advisors team members: Owen Belavin, Braden Howell, Rhea Jandu, Leo Payne, Fuad Sakran.

Team 37, Accelerate Consulting, pursued an equally innovative path. Their market entry plan targeted early-stage startups and accelerators in Silicon Valley, New York, and Boston—regions rich with innovation yet challenged by resource constraints. Through a three-phase implementation model, they proposed a human-centered matchmaking service tailored to the unique needs of startup ecosystems. Their strategic differentiation hinged on cultural fit and long-term relationship building, backed by scalable support infrastructure that aligned with MA’s core competencies. With projected cumulative profits exceeding $500,000, their vision was not just to enter the North American market, but to become an integral part of its entrepreneurial fabric.

Accelerate Consulting team members: Helena Apostolopoulos, Noah Glas, Alexis Pankarican, Daniel Press, Colby Wilson.

Team 54, Latitude Consulting, anchored their strategy around increasing MA’s local credibility and control through incorporation in Alberta and a phased Professional Employer Organization  engagement model. Their technological innovation—a contractor dashboard integrated with AI-based placement matching—was designed to gamify and streamline the staffing process, offering both clients and candidates a seamless experience. Using tools like Palantir and Leadspicker, their approach was future-facing and metrics-driven, positioning MA as a data-powered staffing partner for the modern enterprise.

Latitude Consulting team members: Marlie Cohen, Darcy Liu, Jozef Magolon, Tanisha Selim, Roman Testani.

Team 73: Five Guys Suits and Ties – Champions of ICE Winter 2025

Team 73, Five Guys Suits and Ties, comprising Adrien Dicarlo, Adam Izumi, Harshaan Mahendran, Yufeng Wan, and George Zizakovic, was crowned as the winner of Winter ICE 2025.

Their “CAN” strategy—Compare, Activate, Network—mapped a comprehensive client engagement journey, aimed squarely at North America’s $58-billion technology staffing market. They proposed leveraging SAP Public Cloud implementation as a proof-of-quality anchor, paired with client testimonials and contractor success stories. Recognizing that 74 per cent of employers worry about skills obsolescence while 60 per cent have no formal upskilling plan, the team introduced the “Montreal Academy” dashboard, offering easy access to training, personalized feedback via Senja.io, and a virtuous cycle of visibility and value.

The proposal was strategically sound and grounded in financial realism, with projections indicating profitability by year two and the capacity to scale across additional sectors.

Their professionalism, insight, and ability to weave together complex threads into a coherent, compelling strategy left a lasting impression on the judges.

A legacy of learning and leadership

The resonance of ICE Winter 2025 extended well beyond the case solution. For the executives from Montreal Associates, it was a full-circle moment.

“Maurizio was in your shoes 10 years ago, and he remembers it,” shared CEO David Thuillier. “Carlos was here two years ago. There’s one thing I know for sure, there’s a lot of talent here.”

In his closing remarks, Thuillier echoed what many in the room felt: “I was really, really impressed with your presentations. I hope you enjoyed the experience— maybe more of you will join us in the next few years.”

The sentiment was echoed by faculty and alumni, who recognize ICE as a cornerstone of the Lazaridis experience. “You’ll come across many challenging moments in your career,” Dean Murray reminded students. “What you learn here—collaboration, problem-solving, resilience—you’ll carry with you for life.”

Looking Forward

As students finish Winter term and reflect on their achievements, the echoes of ICE Winter 2025 will remain: the intensity of the week, the camaraderie among teammates, the thrill of presenting to industry leaders, and the pride of rising to the occasion.

For Team 73, their ICE win is a launching pad—an unforgettable experience that affirms their capabilities and signals their potential. For Montreal Associates, it’s a glimpse into a future powered by Canadian talent, global collaboration, and the strategic insight of tomorrow’s business leaders.

And for the Lazaridis School, ICE remains a shining example of experiential education at its best: bold, relevant, and transformational.