Richmond Savings goes with Rethink

Richmond Savings Credit Union has reunited with some old friends. The financial services provider has handed its account to Vancouver-based Rethink Communications, the fast-growing shop formed last fall by three key players from Richmond Savings' former agency, Palmer Jarvis DDB....

Richmond Savings Credit Union has reunited with some old friends. The financial services provider has handed its account to Vancouver-based Rethink Communications, the fast-growing shop formed last fall by three key players from Richmond Savings’ former agency, Palmer Jarvis DDB.

The account was awarded without a review. PJDDB resigned the business earlier this year, in order to pursue the coveted CIBC account.

Rachael MacKenzie, manager of marketing communications for the Richmond, B.C.-based credit union, says the decision to go to Rethink was an easy one to make.

As another small, West coast-based company, Rethink has a culture that meshes well with that of Richmond Savings, she notes. And, of course, it was Rethink principal Chris Staples who helped to spearhead the credit union’s successful "Humungous Bank" campaign – which mocked the arrogance and indifference of the big banks – when he was creative director at PJDDB.

"Obviously there’s a great deal of familiarity with who we are," MacKenzie says. "We’re not walking in cold and having to re-educate people about our business."

For his part, Staples says the agency will need to gather some fresh consumer insight before deciding on a creative approach.

"The world has changed a lot since the launch of ‘Humungous Bank’ six years ago," he says. "Consumers have changed. We want to make sure we’re still striking a chord before we move forward."

For Richmond Savings, the recent split with PJDDB was difficult but necessary, MacKenzie says.

"Our needs have changed on both ends," she says. "They were ‘that West Coast agency’ when we signed up with them, but they’re not anymore. They’re a national agency and…we weren’t big enough for a truly national agency."

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.
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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.