Mark Francolini
Y&R Toronto announced Thursday that it has added five new members to its creative team, part of chief creative officer Israel Diaz’s ongoing effort to transform the WPP agency into what he called a “more creative powerhouse.”
The new hires, all of who have joined the agency over the past month, include creative directors Mark Francolini and Jonathan Smith; art director Cheryl Geonanga; and writers Appanna Cetranda and Cole Rosenberg.
Diaz said that the five creatives share a desire to help transform the agency’s creative product. “They want to help build something,” said Diaz. “There’s that desire to be a part of something bigger, so that five years from now we can all look back and say ‘That was a great turnaround story.’”
Diaz said that Y&R’s creative reputation has been “flatline” for the better part of the decade, but that it is slowly being built back up through the combination of better work and a simplified approach to business. “It’s coming to fruition, but I just need the right mix of talent to take it to the next level,” said Diaz. “We’re getting there.”
Francolini arrives at the agency from Zulu Alpha Kilo, where he spent the past five years working with clients including Bell Canada, Audi and Coca-Cola. His creative partner Smith was most recently at TBWA Toronto, working on clients such as Nissan, Petro-Canada and Visa, but also has international experience at the South African TBWA/Hunt Lascaris, Net#Work BBDO and Leo Burnett Red Nail.
Jonathan Smith
The two will be partners on the Ford of Canada account; Diaz said he also plans to spend more time working on Ford, the agency’s biggest client. “It’s also our biggest opportunity,” said Diaz. “There’s no reason why it can’t be brand of the year and be consistently awarded. It’s a great client with great products and they’re amazing to work with.”
Geonanga’s agency experience includes stops at Taxi, DDB and John St., and awards for her work with Durham College and Rethink Breast Cancer, while Chetrandra’s experience includes stints with Clean Sheet, Bos and Leo Burnett. They will also form a creative team working on a variety of clients.
Rosenberg’s resume includes stints at Taxi and Leo Burnett, producing work for clients including Telus, Canadian Tire, McCain, Bell and Kellogg’s.
Y&R Toronto currently boasts approximately 120 staff, but Diaz said the agency remains in “reinvention mode.” It recently took on an unnamed financial services client (Diaz wouldn’t say who) and plans to continue growing the staff.
