Tribal DDB in Toronto has welcomed a new CD into the fold. Louis-Philippe Tremblay has been announced as the person who will lead the agency’s creative department going forward.

‘LP brings depth and breadth to the role having grown up in the digital space and rising to the top amongst leading integrated agencies around the world,’ said Andrew McCartney, managing director, Tribal DDB Toronto, in a release. ‘His greatest strength is his ability to champion inherently social creative ideas that generate strong brand engagement. This strength will benefit our clients through digital marketing campaigns and solutions that perform, driving strong results through consumer participation and sharing within their networks.’

Tremblay, who was born in Montreal, started his career at Sid Lee. Following that, he spent eight years spent outside of Canada working at shops like San Francisco-based AKQA, Wieden + Kennedy in London and, most recently, JWT in New York, where he oversaw global creative work on Microsoft. He arrives at Tribal DDB in Toronto boasting award-winning work – including Cannes Lions, One Show Pencils, Communication Arts awards and Digital Marketing Awards – for clients including Xbox, Coca-Cola, Nike, Red Bull, Nokia, Cirque du Soleil and Suzuki.

Tremblay says that it was his desire to try something different that brought him to Tribal DDB.

‘Throughout my career, each time I was changing [places], I tried to go to a new model, not to do the same thing,’ explains Tremblay. ‘The reason I joined JWT was to do the big agency and learn something that my previous experiences hadn’t brought me. After JWT I was looking to go back into something a little bit smaller, but without reproducing something I’ve already done. The size [and] style of Tribal and DDB just felt like a really good opportunity.’

He says that his primary goal in his new position is to bring some fresh energy to the table based on his previous experience.