Media services firm M2 has hired Darren Hardeman as its new vice-president, digital, as it continues the transition into what president Leeanne Comish described as a “digitally led” organization.
Hardeman joins the IPG Mediabrands agency from GroupM’s Maxus network, where he spent three years as managing director, planning and digital. Hardeman’s career also includes a nearly five-year stint as director with Excelerator Media, as well as director of operations and audience at Olive Canada Network.
He is replacing Will Pate, who left his role as M2’s VP, digital strategy in July to return to his roots in tech start-up with the launch of a new venture called Not So Stealth Startup.
Comish told Marketing that M2 cast “a very wide net” in the search for Pate’s successor, seeking potential candidates within both media vendors and tech companies. The search lasted approximately 12 weeks, she said.
“We ended up coming back to someone who had strong digital media experience, client service and people leadership skills,” she said. “He just had the right combination that met the needs we have for our current organization and clients.”
Comish said the hiring criteria for media agencies is changing as digital and data play an increasingly important role in clients’ media strategies.
“Agencies have to hire not for the rules of the past or even today, but for the roles of the future,” she said. “That means a lot more data analysts [and] content creators. The role we play today versus the agency of the future is very different. We’re really hiring for where we think media is going.”
Hardeman will oversee digital strategy for all M2 clients, as well as the agency’s digital capabilities as it moves towards becoming what she called a “hybrid organization” that places an emphasis on both digital and offline acumen. He will also be responsible for leading M2’s thought leadership in the digital space through appearances at industry conferences, etc.
M2’s client roster includes RBC Royal Bank, Dairy Farmers of Canada, Wendy’s Restaurants of Canada, Wind Mobile, Sleep Country Canada and Tourism PEI. It is the ninth largest agency network in the country, according to the most recent figures from RECMA, with an estimated $440 million in billings in 2014.
