Toronto’s Mass Minority has added to its senior leadership team with the appointment of Jack Perone as chief strategy officer. Perone arrives from DDB Chicago, where he spent four years as chief strategy officer, leading the agency’s planning team in both Chicago and San Francisco.

A longtime advocate for the power of analytics, Perone will work to further advance Mass Minority’s propriety data-driven platforms—including its Values Technology Platform and Brand Performance Monitor—as the agency continues to push its data-driven media approach forward.

“I wasn’t going to come back to Canada for just any opportunity, but I just couldn’t resist what Brett [Channer, Mass Minority founder and chief creative officer] and his team were building at Mass Minority,” said Perone in a release. “Bringing data media and creativity together to drive better business results through mass attraction methodologies was something I had to be a part of.”

While at DDB, Perone oversaw key agency accounts and generated significant momentum via new business, with account wins including LifeLock, Fiat Chrysler, Miller Lite and State Farm.

Perone spent nearly 18 years with JWT (soon to become Wunderman Thompson) in Toronto before departing for Chicago in 2014. He was VP, director of strategic planning prior to leaving for the U.S.