In his first senior-level hire since becoming CCO, Israel Diaz has welcomed Bruce Sinclair into the Y&R fold as CD, working predominantly on the Ford account and with Y&R CD Chris McGroarty.

Sinclair, who officially began at the agency at the end of March, brings with him a robust background in digital having worked at Vancouver-based Burnkit, Tribal DDB, Blast Radius and MacLaren McCann Interactive. It’s part of an effort on Y&R’s part to not only beef up its digital discipline, but continue its creative overhaul.

‘We are doing a lot of stuff operationally in terms of the agency, fully integrating the model and taking away the silos,’ says Diaz. ‘The whole digital aspect is something we want to permeate throughout the entire department. That’s been my focus in terms of hiring the right kind of people here that have a wide knowledge. [Sinclair] brings a well-rounded approach to advertising, design and strategic marketing, a very 360 approach.’

Diaz adds that Sinclair’s ability as a mentor will help to build a culture at the agency that has its talent thinking with that same well-rounded mentality as the agency continues its revamp.