Toronto-based Innocean Worldwide Canada has shaken up its senior management team in what executive vice-president, client services, Garry Lee said is an attempt to add some fresh thinking to the agency.
Lee confirmed Tuesday that Innocean parted ways with senior vice-president and executive creative director Gary Westgate, who had been with the agency since 2010. Westgate’s departure follows the recent arrival of Simon Duffy as co-creative director.
Duffy began his 20-year career at agencies in England before arriving in Canada in 2000 as art director at Gee Jeffery & Partners (now Blammo). His subsequent career stops have included TBWA\Toronto, where he developed the Cannes Lion-winning “What do you love to do? Why aren’t you doing it?” for AGF; Saatchi & Saatchi, where he worked on the Toyota business; and Cossette, where he worked on the Bell Canada assignment.
He was most recently CEO of Pirate Island, a freelance creative services company that provided services for agencies including BBDO Paris, Euro RSCG, Juniper Park, DDB London and Innocean.
As a freelancer, Duffy recently art directed Innocean’s recent “Gaspocalypse” spot promoting the Hyundai Sonata Hybrid. The 60-second spot had just one broadcast airing on this year’s Canadian Super Bowl telecast before moving online – where it has garnered more than 3 million YouTube views.
“His portfolio says it all – he’s been there, done a lot,” said Lee. “He’s got great passion for the integrated product, from digital to experiential and advertising.”
Duffy will partner with fellow co-CD Nelson Quintal on Innocean’s Hyundai business. The first work from the new creative partnership is expected in the fall, while Lee will now embark on what he described as a “creative exploration,” seeking a replacement for Westgate.
“I’m really fortunate to have two pillars like [Duffy and Quintal] to manage the creative product, but the three of us are now going to explore what we want to be and who we need [to add] to augment our creative department,” said Lee. “I’m looking forward to meeting some great talent out there based on what we need and the Hyundai brand needs.”
Lee told Marketing he hopes to identify some potential candidates within the next month. “The sole purpose is to meet the best talent in the country and see where we net out,” he said. “I’m going to be acting very quickly and very aggressively.”
Lee spent 12 years with Cundari before taking the job at Innocean last June. At the time, he said he was excited by the opportunity to work on Hyundai – a brand he first worked on as an account supervisor at Bates Canada in the mid-1980s.
Lee said Innocean has produced a “really smart body of work” for Hyundai and praised Westgate for playing an “instrumental role” in building the brand, but stressed that there’s always room for improvement.
“In today’s digital age it’s changing rapidly, and… it’s not just about ads,” he said. “It’s time for us to sit back and reflect on what we need as an organization, and look for people that want to be part of one of the most exciting car brands in the country.”
While Lee said he wasn’t displeased with Innocean’s creative product, he said the management change was undertaken to bring about some fresh approaches to the Hyundai business.
“Brands evolve, and Hyundai is evolving in such a strong way that it’s time for some fresh thought,” he said.
Since his arrival Lee has bolstered Innocean’s account management with the November hire of Daniel Buckley as VP, group account director, while one of his first hires was director of strategy, Paul Kron.
“We brought in a new discipline regarding strategy and account management and I’m really pleased with how that has gelled,” said Lee. “Now it’s time to focus on the creative product and build an even tighter team.”
