Linda Carte is joining Fuse Create as creative director. She replaces Patrick Pollack, who left the agency in April. Carte’s appointment is effective May 30.
Carte brings more than 20 years of experience to her role, including spending the past four years as CD at Innocean Worldwide. She has also worked at BBDO, Downtown Partners, and Lowe Roche.
“I’ve been watching the transformation of Fuse Create over the past couple of years, and was not only impressed by the work but the entrepreneurial vision that’s a part of the DNA,” said Carte. “There is an energy in the people and in their new space that’s all about what’s possible when creative is your starting point. I will be building on the momentum they’ve made in creative, strategy, and new business.”
Fuse joins new hires Greg Burpee and Jessica Bloom on the accounts team; Emily Farrugia as creative strategist, and Alex Lu as digital media manager. The hires come amid a series of account wins for the agency, including Proximo Spirits, Three Farmers Foods, and Maple Leaf Foods (which includes Schneiders, as well as regional brands and the media assignment for TV).
FCB Canada has promoted Eli Ferrara to the newly created role of VP, creative innovation, reporting to chief creative officer Nancy Crimi-Lamanna. Ferrara’s responsibilities include helping clients and FCB employees gain a better understanding of the latest platforms and technologies, and creating new formats and conventions to tackle clients’ business needs.
Ferra was most recently director, product, partnerships, and emerging technologies at FCB/SIX, where he played a key role in highly awarded campaigns including condom brand LifeStyles’ “Publicly Traded” platform, and the Chicago Public Library and Walmart’s “Bedtime Stories,” a reading program using AR technology to connect children with incarcerated parents.
“Eli is an integral member of the creative department who brings the added ability to champion innovation,” said Crimi-Lamanna. “He combines functional and operational knowledge with thorough analysis of industry, technology, and customer trends and competitive analysis. He’s already been behind several of our highly awarded and internationally recognized campaigns.”
New Business—Publicis Montréal
Following a competitive review, Quebec organic and fair trade coffee brand Café William has tapped Publicis Montréal to help develop its brand in Canada and the United States.
Café William CEO Remi Tremblay said in a release that Publicis will be responsible for everything from branding, to ecommerce, and “large-scale” advertising projects.
“We are thrilled to contribute to the influence of a local brand that helps us wake up every morning,” said Publicis Montreal president Rachelle Claveau in a release. “Café William is the Quebec brand of organic and fair-trade coffee beans with the highest retail sales in the province. We are excited to be involved in making it the number one brand in an even bigger market.”
The assignment began on May 1, and is part of Café William’s expansion across North America.
Award-winning creative Vini Dalvi has joined Publicis Toronto as executive creative director. Dalvi brings 15 years of experience to the role, having previously worked on high-profile brands including Apple, Nike, Heineken, Coca-Cola and Diesel.
He was previously CD on the Apple business at TBWA/Media Arts Lab in London, developing campaigns for products including AirPods, iPhone and Apple TV+.
“Vini’s bold, innovative approach to campaign development will breathe fresh creativity into Publicis Toronto’s work,” said Joanna Monteiro, chief creative officer, Publicis Toronto. “This role reflects Publicis Toronto’s dedication to creativity and strategy in an exciting evolution for the agency.”
Diamond has added creative directors Angela Sung and Jordan Cohen to its team. Their appointments follow recent account wins including the AOR assignment for TheScore Bet, as well as expanded mandates from existing clients SkipTheDishes, TD and Tim Hortons.
Sung brings 19 years of expertise garnered at agencies in Dubai, Vancouver and Toronto. Her work has been recognized in both domestic and international awards shows including Cannes, D&AD, Communication Arts and One Show. Cohen has amassed more than a decade of experience at creative agencies across Canada, including Rethink, Cossette and John St., working on brands including McDonald’s, WestJet, Molson Coors, IKEA and A&W.
“Jordan and Angela are exciting new additions to the agency,” said partner Josh Diamond. “Both are incredibly accomplished and we are confident they will fit right in building breakthrough work for our clients.” Diamond is looking to hire across multiple departments including strategy, production, creative and account management.
Toronto agency tag has added four new clients to its roster though competitive bids: lender Pillar Financial; energy services company RocketFrac; the Smart Prosperity Institute with The Natural Step, and Bespoke Audio Visual.
“We’re thrilled to welcome our newest clients and partners to the tag family,” said tag’s executive VP Gabi Armstrong in a release. “Our incredible team’s experience, knowledge and proficiency will help each brand achieve unique, meaningful results that create brand affinity to drive lasting success.”
Vanessa Cohen has returned to FleishmanHillard HighRoad as senior vice president and partner, leading the agency’s technology practice. She will lead a group of sector specialists who focus on B2B and B2C technology, along with digital lifestyle clients. In addition to her Canadian responsibilities, Cohen will also play a role on the network’s global technology leadership team.
Cohen has more than 25 years of technology on both the client and agency sides of the business, leading practices and account teams for global companies and Canadian start-ups.
“Vanessa’s return to FHR is not only a nod to our roots and strength as an agency, but also positions us nicely as Canada continues to grow its leadership in technology and innovation globally,” said FleishmanHillard HighRoad president Angela Carmichael, in a release. “Her deep experience with blue chip companies and disruptor brands, paired with a relentless desire for amazing client service, fits perfectly with our focus as an agency.”