Who Does What Now — March 15

—An overview of recent people and account moves from across Canadian marketing, advertising and media—

Hires — The Hive

Shawna Hayman has joined the executive leadership team at The Hive as vice-president of client services. Hayman was most recently at Cossette, where she led the McDonald’s Canada business.

Hayman joins the agency just after it was named agency of record for EQ Bank/Equitable Bank following an RFP process. Her arrival follows the additions of Ryan Speziale and Mike Albreich as associate creative directors; Divya Lulla as director, connections strategy; Rachel James as copywriter; Kelsey Parker, as account manager, and Masimo Picaku as account manager.

Hires — Zulu Alpha Kilo

Zulu Alpha Kilo has hired two well-known creative veterans in its Vancouver office: Dean Lee and Michael Mayes.

Lee (right in photo) was working as a freelancer last year, but had previously been with DDB in Vancouver and before that Palmer Jarvis (which was acquired by DDB) going back to 1995. Mayes had also been freelancing, working with a long list of top Canadian shops since leaving Taxi Vancouver in 2010.

ZAK opened in Vancouver with Western-based clients already including a2 Milk, Enmax and others still to be announced, but agency founder Mroueh told The Message last month that he wants to grow the office with a talent-first philosophy: “If I could go back to my younger self, even if it would have meant losing money, I would have hired the best talent I could find,” he said.

“What we’ve learned over the years is that when you hire the best people, great things happen. When you hire average talent, or go with the cheaper person because they’re less expensive and maybe not as good, it doesn’t pay off.”

New Business — Mindshare Canada

General Mills has named Mindshare its media agency in Canada, a move that expands General Mills’ existing relationship with the GroupM network in 15 key markets around the world, including in the U.S.

A statement from GroupM said the move also reflects General Mills move toward a “a more holistic buying and planning approach,” which fits with Mindshare’s work in strategy and integrating commerce in media. The account will be led by VP, business lead Andrea Miliauskas, working closely with chief client officer Gina Banks.

New Business — Jungle Media

The Body Shop has selected Jungle Media as its new media agency of record after an RFP process. The agency will be responsible for strategy, insight and planning, as well as executing traditional and digital media buying across Canada and the United States.

A release said that Jungle will be responsible for brand campaigns, as well as “performance social to drive sales across North America; and engineering the use of the brand’s extensive first-party data to enhance marketing effectiveness.”

Promotions — Innocean

Alice Choe and Joanne Matthews have both been promoted to vice-presidents at Innocean Worldwide Canada..

Choe joined Innocean as director, social media at the beginning of 2020. “Over the last two years, she has been instrumental in strengthening the agency’s social media and digital content creation team, bringing forward fresh perspectives and new approaches to support clients on the digital front,” said a release. Cho’s new title is VP, social media.

Matthews has been with the agency since 2014 playing a lead role on the KIA account, and is now VP, media planning and strategy. “Beyond everyday management of all of Kia’s media needs, she has supported agency growth by helping secure and pitch a number of new business opportunities,” said the release.

Hires — Northern Reflections

Carolyn Coles-Devine is the new SVP customer experience and chief marketing officer at Northern Reflection, the women’s apparel brand acquired by Jamco Capital a year ago.

Coles-Devine was most recently at Canada Goose, where she spent seven years and rose to the position of VP of commercial marketing. Prior to that, she spent more than eight years at Lululemon.

David Brown