Former TBWAToronto creative director Joe Amaral is stepping out of his comfort zone, taking a job as creative director of the Toronto-based promo and experiential marketing agency Launch. His appointment is effective Oct. 25.
“At this point in my career, with the new marketing landscape, it’s a great time to try new things,” said Amaral. “To me, a more traditional agency approach didn’t feel like it was going forward professionally.”
Amaral, 48, has spent much of his career with traditional creative agencies, including TBWA, Cossette and Geoffrey B. Roche & Partners (now Lowe Roche). He has produced work for clients including Nissan, Infiniti, McDonald’s, Bell and Absolut.
After leaving TBWA in November 2009, he took a job as CD with the Northwest Territories-based agency Outcrop Communications, working with clients including Northwest Territories Tourism and the Government of the Northwest Territories.
“They gave me the opportunity to try some new things, and as creative people you always grow through new experiences,” said Amaral. “I’ve always wanted to see that part of the world, and what better way of doing it than to go and hang out with some really cool people?
“It was the most beautiful skies I’ve ever seen and the cleanest air I’ve ever breathed.”
A division of Consumer Impact Marketing, Launch debuted in 2004 with a core expertise in promotional and experiential marketing. It has since worked with clients including Adidas, BMO, Colgate-Palmolive and Dell.
Amaral said that developing marketing strategies for the “last three feet” of the sales process is a welcome challenge after spending much of his career doing traditional TV and print work.
“In your career as a creative person, sitting back and doing things that are predictable and comfortable can never push you to your best work,” he said. “I think this is going to be a great time. I really think the last three feet [of the sales process] is a very interesting place to be.”
In a release, Launch vice-president, managing partner Liesbeth Teerink described Amaral as a “proven leader” and said that he would be a valuable asset to the agency. “His remarkable background will further strengthen our abilities as a leading creative agency to produce inspired, forward-thinking marketing campaigns for our clients,” she said.
