Tribal Worldwide‘s Toronto office is adding a new mix of talent to its roster in an effort to change the perception that it is strictly a digital agency.
It has hired seven new staff members across a number of roles, from associate creative director to copywriter, in response to client calls for it to lead broader campaigns, says Josh Stein, creative director at Tribal Toronto.
“It’s about change,” says Stein. “We have deep roots in digital. It’s in our DNA. But our clients are relying on us for more than just digital work.”
Diego Bertagni
Among the seven new hires is Diego Bertagni, who takes on the role of associate creative director. Bertagni, who comes from Buenos Aires, was behind award-winning campaigns for Salta Beer and Coca-Cola, Tribal says.
Jarrod Beaton becomes Tribal’s director of user experience, based on a background of creating customer-centric online experiences for such global brands as 3M, Kraft, BASF, and AT&T.
Frank Macera, whose previous clients include General Electric, Swiss Chalet and Procter & Gamble, was hired as senior copywriter.
Kevin Filliter becomes senior art director, based on his background working with companies such as Future Shop, Ronald McDonald House Charities and Habitat for Humanity.
Jamie Spears, copywriter, and James Leake, art director, are a creative duo who has worked together on accounts such as EuRail, Red Door, Mobilicity and Valvoline.
Norma Penner becomes design lead at Tribal after 11 years of experience and an award-winning portfolio of work for Joe Fresh, Maple Leaf Foods and Intel’s Ultrabook Holiday Campaign.
The new staffers arrive as clients rely more heavily on agencies to determine where they can best reach their target audience among today’s growing mix of traditional, digital and social.
“For a lot of clients… they’re looking to us to figure it out. We need to know where the audience is,” Stein says. “And to have just a laser focus on digital, maybe that’s not the right thing.”
Tribal has positioned its lineup change as “breaking the digital silo,” so that it can take on more of a “pivotal leadership role” with clients.
