Just one week after announcing his intention to step away from Yes&, the brand planning consultancy he founded in 2021, Trent Fulton has joined Toronto agency King Ursa as partner, VP managing director.

Established by Paulo Salomao in 2014, King Ursa bills itself as an “evolution agency” that helps brands grow and evolve through a strategy-first approach. Its clients include Groupo Bimbo, Timberland, Maple Lodge Farms, and The Beer Store.

Fulton said in a release that he would have only left Yes& for an agency that is both “set up for the future of marketing,” and one he felt confident of his ability to add value to. King Ursa was not only a perfect fit culturally, he said, but also offers a different proposition for marketers.

“What excites me is the ability to start with organizing ideas that build long term brand equity, while also delivering on the promise to drive performance with media, data and dynamic creative optimization,” he said.

Salomao said that King Ursa is experiencing “the most exciting momentum” in its history. “Because of that, we needed to find the right leader to optimize our operations and support our growth. As soon as Trent and I met, it was clear we shared the same beliefs around what the agency of the future looks like.”

Fulton, meanwhile, called Salomao “a real visionary” who has successfully brought together creative, media and data intelligence. “That’s why you see the networks today merging their different agency solutions into one offer. The advantage we have though, is that this thinking is part of our DNA which puts the approach at its core.”