Bensimon Byrne has improved its ability to read into kids and culture by adding marketing and consumer culture guru Max Valiquette to its ranks. He’s joined the Toronto-based agency as its new managing director of intellectual property and content development.

‘Max Valiquette is one of the most influential thought leaders on technology, contemporary culture and youth behaviour,’ said Jack Bensimon, president, Bensimon Byrne, in a release. ‘Creating successful campaigns for major brands relies heavily on consumer insight and Max’s skills in this area complement our agency approach to delivering effective award-winning strategy and creative to our clients.’

Valiquette, who was a founding partner of youth research and marketing firm Youthography (which closed its doors last year), will manage the content development of the agency’s Consumerology Report, which tracks views about the economy, individual financial expectations, spending intentions and attitudes towards key national issues on a quarterly basis. He will also be tasked with advising all agency divisions on new forward-thinking ways of adding value to clients’ strategic planning processes.

‘I’m really excited about joining Bensimon,’ says Valiquette. ‘I’d go as far as to say as they were my favourite agency in the country even before I’d arrived here. It’s a bunch of really smart people, thriving business units and a great integration of strategy and creative, which is exactly what I love. I’m completely thrilled.’

A regular speaker on youth culture, media and marketing, Valiquette has worked with many big brands, including Microsoft, Nike, Budweiser, Puma, Molson Canadian and Rogers. His background is also peppered with roles outside of marketing, including television host, pundit and media personality on MuchMusic and shows like CBC Radio’s Day Six and BNN’s Squeezeplay. He is also a regular contributor to Canadian Business magazine, the Wall Street Journal and the Globe and Mail.