BIMM has hired strategist Adam Luck in the newly created role of vice-president of digital strategy & planning as part of its expansion into digital one-to-one marketing.
“He’s a smart guy who gets where the digital space is going, and its importance in the path-to-purchase of the consumer,” said BIMM CEO Mike Da Ponte. “Given that we’re an agency that’s all about consumer engagement on a one-to-one level, Adam’s going to be a great addition to the team.”
Luck comes from Grip Limited, where he directed client accounts such as Stella Artois, Budweiser, KFC and the Sunnybrook Foundation. He has a long history in digital and interactive strategy, with seven years at Grip and previous stints at Fjord Interactive and Cossette.
Luck will focus on the strategic side of BIMM’s digital operations for its automotive, financial and telecom clients. “We’ve been investing very heavily into the digital space for some time, but this is a bit of a shift to focus more on the strategic side of the business more than the operational side,” Da Ponte said.
Da Ponte said the hire is part of the agency’s eight-year metamorphosis from traditional database direct-response to digital consumer engagement, which is where he sees the future of one-to-one marketing. Going forward, the agency plans to develop its capabilities in experiential marketing, which Da Ponte sees as the next step in cultivating an all-around consumer engagement platform.
