An 18-year ad industry veteran, Finkelstein was most recently senior VP and executive creative director at Proximity Canada – BBDO, which he joined in April 2013 . Prior to that, Finkelstein spent eight years at Grip Ltd., where he was a creative partner and was instrumental in building the agency’s digital practice.
Twist Image CEO Mark Goodman told Marketing the timing was right for a “new energy” and “new direction” at the agency, which was acquired by WPP Group earlier this year
“Our association with WPP and the types of clients that we’re working with now, on a North American or even global level, is requiring us to think bigger and think in a new direction,” said Goodman. But he said the “re-energizing” of the agency started in September 2013, when Karla Congson joined as executive strategy director. “This is all part and parcel of what’s happened to the agency in the last year,” said Goodman.
Finkelstein will lead the creative team at Twist Image and work directly with clients on growing their brands with digital marketing at the forefront. His portfolio includes award-winning digital marketing work for iconic brands such as Visa, Nike, FedEx, Budweiser, Johnson & Johnson, Levi’s and Honda.
“We’ve been following his career for many years as we were building our agency and he has an amazing portfolio of work,” said Goodman. “The timing was just perfect for us to have someone with his experience and his passion for the blend of technology, creative ideas, digital and digital marketing strategy… He brings all the pieces together at a very senior level.”
Finkelstein replaces Virginia Magaletta, who had been in the role for six years.