TBWA\Toronto has a new strategy head, with Neale Halliday today announced as chief strategy officer.

Halliday, who joined the agency from research-based communications consultancy The Red Room, has been tasked with leading strategy for clients including Visa, WestJet and Yellow Tail. He will also work closely with CMO Julia Foster on driving new business.

“We are pleased to have someone with Neale’s acumen and insight join our team,” said Jay Bertram, president, TBWA\Canada and Latin America, in a release. “He will be integral in helping us help our clients grow brands with meaning that resonate with their audiences.”

Halliday brings over 20 years of experience to TBWA\Toronto, having worked at numerous agencies, inside and outside of Canada, prior to his turn as owner of The Red Room. They include BBDO Detroit, OMD Canada, BBDO Canada, FCB London and BBDO UK. The Disruption philosophy behind TBWA’s creative process is what drew him to the agency, he says.

“There is no value in doing things the way they have always been done. We need to look at the patterns of meaning and alter them, tip the scales in our favour,” said Halliday in a release. “Disruption is pursuing a vision of what the brand is there to do, pursue what it could become for people and creating meaning for them. What I love about TBWA is they have taken this philosophy and created from it a process for creativity. It is the way they live it here that really appeals to me.”