Omnicom buys into

Just a few months after Montreal-based ad agency Bos agreed to swap advertising services for a small piece of equity in fledgling (see 'Agencies taking stake in dot-coms,' Strategy, Nov. 22, '99), advertising and media buying behemoth Omnicom Group has...

Just a few months after Montreal-based ad agency Bos agreed to swap advertising services for a small piece of equity in fledgling (see ‘Agencies taking stake in dot-coms,’ Strategy, Nov. 22, ’99), advertising and media buying behemoth Omnicom Group has picked up a 20% stake in the Web-based employee recruiting firm.

In announcing the deal last week, New York-based Omnicom said the main benefit of its investment in San Francisco, Calif.-based will accrue to its recruitment advertising firm, Bernard Hodes Group, which is already working with Recruitsoft to develop an integrated Web-based hiring system.

While on the surface it might seem odd for Omnicom to be buying into employment-related ventures, the company’s executive vice-president and chief financial officer Randall Weisenburger said in a telephone interview that it’s all part of a broad-based approach to marketing.

‘Given what’s going on in the digital world, you really need to think much broader than what might be viewed as traditional advertising or marketing,’ he said. ‘Recruitsoft is a technological platform that assists companies in managing their whole HR process, and that goes everywhere from constructing and placing ads to managing the resumés that come in.’

While Bos’ stake in Recruitsoft is nowhere near that of Omnicom, Bos vice-president Claude Carrier says that never in his career has one of his clients been owned in part by another ad agency interest. He adds that while the situation hasn’t spurred any talks between the two stakeholders, ‘you never know.’

In Canada, Omnicom’s holdings include BBDO Canada, Palmer Jarvis DDB, TBWA Chiat/Day and Optimum Media Direction Canada. Harrison, Young, Pesonen & Newell has a seat on the Omnicom board, but operates autonomously.

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.