The industry spent the weekend wondering where Carlos Moreno and Peter Ignazi were moving after news broke that they were leaving BBDO Toronto. This morning, the longtime creative partners turned up at Cossette as their newly announced chief creative officers.
The award-winning pair has led creative efforts at BBDO for nine years, overseeing work for clients such as RBC, Skittles and Campbell Company of Canada.
“The work they’ve done is not only smart, but it is also unexpected and pushes the boundaries in so many ways,” said Dave Lafond, president of Cossette in English Canada, in a statement. “It reflects the kind of integrated and groundbreaking creative leadership we are looking for at Cossette.”
For the last few months, Cossette has been on a hiring blitz, bringing aboard Steve Groh as vice-president and national brand director in Toronto, and making a number of creative hires in Vancouver. Lafond and Glenn Hunt, both hired by Cossette in late 2013, have been on a mission to rejuvenate the agency.
Lafond said since he joined Cossette, there has been a discussion about hiring Moreno and Ignazi, but formal discussions began late last year.
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“We were looking for a new challenge, new ways to flex our creative muscles, new opportunities,” said Ignazi. “When we met Dave and [strategy senior vice-president Jason Chaney], we were really excited by their enthusiasm and vision.”
“There’s great momentum and potential,” said Moreno. “From digital to data to having media within the company, it will really allow us to come up with ideas faster for our clients.”
In addition to his role as chief transformational officer, Hunt had been serving as interim chief creative officer. The new creative duo are set to assume those duties officially next week, and will report to Lafond.
Late last year, Cossette was acquired by BlueFocus, a Chinese firm looking to expand its business in North America.
Pictured above (l-r): Jason Chaney, Carlos Moreno, Peter Ignazi, Dave Lafond
