Who Does What Now—April 21

by Chris Powell

Account wins—Cossette

Tourisme Montréal has chosen Cossette as its lead digital agency following a public call for tenders. The agency will be responsible for developing the tourism body’s digital strategy, managing and maintaining online ecosystems, and overseeing the CRM strategy.

“It’s an exciting time for Tourisme Montréal right now, as we navigate the post-pandemic period and a new reality for world travellers,” said the organization’s chief marketing officer, Sylvie Charette.

“Cossette will be there to support us in the evolution of our digital platforms. Their deep understanding of the tourism industry and their seasoned strategy team—not to mention the experts who’ll lend their efforts and know-how to develop our digital platforms—make Cossette the partner of choice for us.”

Louis Duchesne, president, Québec and East at Cossette, said that digital is “indispensable” to tourism marketing and the client experience.

“Over the years, Tourisme Montréal has shown real leadership and an outstanding ability to innovate in [digital],” said Louis Duchesne, president, Québec and East at Cossette. “We’re very proud to partner with Tourisme Montréal to offer a world-class digital experience to its various audiences and increase the city’s appeal. This is an incredible opportunity for our strategy, creative and digital technology teams to leverage their expertise.”

Account Wins—Zulu Alpha Kilo

The Art Gallery of Ontario (AGO) has hired Zulu Alpha Kilo for a brand re-invention assignment following a review. The agency is charged with developing brand strategy and creative to connect with both existing and new audiences, as well as staff, partners, and the broader public.

The AGO’s director of brand marketing Kimber Slater said that the organization felt an “instant connection” with Zulu Alpha Kilo. “Their thoughtful responses throughout the process, strong commitment to sustainability, and proven history of delivering impressive results were exactly what we are looking for.”

“The AGO is a treasured art museum and their vision to lead global conversations from Toronto aligns with our agency’s founding belief that the world needs more creativity,” said Zulu Alpha Kilo president and CEO Mike Sutton. “We’re excited to collaborate with the AGO to drive innovation, inspire audiences, and propel the institution to new heights with our work.”

New Hires—Proof Experiences

Proof Experiences has hired Doug Muir as executive creative director, a new role for the Toronto company as it looks to expand its creative services capabilities. Muir will lead all creative planning and strategy, and oversee the agency’s existing creative team.

Muir is a seasoned creative director whose resume includes stops at DonerNorth, 6Degrees, SDI Marketing, Bond Brand Loyalty and Kenna. According to Proof Experiences, his depth of experience in both XM and conference and events will be a significant asset to both existing business and the firm’s growth strategy.

Muir has worked with several prominent brands including PC, Kraft, Molson Coors, BMO, Tim Hortons and Coca-Cola, and has driven large campaigns, managed and mentored creative teams and led award-winning initiatives.

New Business—Havas Media Group

The Princess Margaret Cancer Foundation has selected Havas Media Group as its media agency of record following a competitive review. The agency’s first work with the organization, supporting the Journey to Conquer Cancer fundraiser, will debut this month.

The agency will support both brand and event fundraising, partnering with the organization’s internal marketing team to drive innovation and deliver creative strategies and media solutions that unlock new partnerships, reach new audiences, and strengthen PMCF donor impact in new and existing mediums.

“As a business that is operating in a category where purpose is paramount, it was crucial we find a partner that approached media through an experience lens across multiple revenue programs,” said Princess Margaret Cancer Foundation CMO Melanie Johnson. “Throughout the pitch process Havas Media demonstrated their commitment to building meaningful brands and the ability to be strategic while driving significant value for the Foundation—led by some of the best talent in the business.”

New Appointments—Wealthsimple

Wealthsimple has hired Rubina Singh as chief marketing officer, and promoted Diederik van Liere to chief technology officer.

Singh was most recently responsible for marketing at Arcadia and Jumpstart, and also oversaw global consumer marketing at Pinterest. Van Liere has been part of the company’s engineering leadership team since 2018, contributing to the development of Wealthsimple’s innovative offerings and collaborating with product teams.

“Rubina and Diederik are highly experienced industry leaders and I’m thrilled to welcome them to Wealthsimple’s executive team,” said Wealthsimple CEO Michael Katchen. “Both will help drive the company forward as we continue breaking down barriers in financial services through smart investing tools designed to help Canadians build long-term wealth.”

New Hire—Dentsu Canada
Dentsu Canada has made a new addition to its media leadership team, with Jennifer Lewis joining as chief client officer. working alongside media president Sarah Thompson, Lewis will be responsible for account management and client experience.
Lewis was most recently a senior vice-president at Starcom’s Los Angeles office, supporting culture, diversity and product. Over the past 20 years, she has held strategic planning roles across categories including CPG, retail, finance and entertainment.
“It’s an exciting time to be at Dentsu,” said Lewis. “We’ve got a new leadership group that is ambitious and has a real vision under the courteous guidance of Sarah Thompson. In addition to the impressive client roster, it was important for me to join an organization who champions meaningful progress and is on a mission to help clients navigate, evolve, and thrive in a world of change.”
Dentsu Canada CEO Stephen Kiely called Lewis a “talent magnet,” which he said is “critically important” for the network as it looks to become the best place to work in media in Canada. “[It’s a] lofty goal, but one that we are focused on,” he said.
Chris Powell