Toronto-based MSLGroup has hired Caroline Murphy to co-lead the agency’s expanding consumer practice group, alongside MSLGroup veteran Nadia Beale.
Murphy will focus on serving clients and growing the agency’s portfolio in the lifestyle category, and Beale will focus on the agency’s style and beauty portfolio. They each hold the title of SVP, consumer practice leader.
Murphy joins the agency from Mosaic Sales Solutions, where she was VP, digital, social and PR. At Mosaic, she oversaw brands including Loblaw, Coca-Cola, Diageo, Labatt and NFL. She has also previously held senior management positions at Harbinger, Veritas and DDB PR.
MSLGroup’s client roster includes about 25 style and beauty brands, as well as a few lifestyle brands. “Nadia, along with a team of VPs, has built the breadth of that work,” said Gayla Brock-Woodland, president of MSLGroup. “We wanted to expand the leadership team so we could branch out even further into other categories. Caroline brings unique and deep experience for these new frontiers.”
The agency would like to grow its client base in food and beverage, travel and tourism, consumer technology, consumer health and automotive.
Aside from Murphy’s expertise on big consumer brands, her digital expertise was also a deciding factor in the hire. “We’re working across paid, owned and earned, but we’re amping up paid digital across the board,” said Brock-Woodland. “As well, experiential continues to be a big focus… and experiential is core to digital.
“[Caroline] has an ideal background in terms of both the digital and the experiential for fully integrated digital communications.”
