David Kincaid joins L’Institut Idee

The former Corus and Labatt marketing exec will stay on as managing director of Level5.

David Kincaid is headed to L’Institut Idée, a global think-tank based out of Montreal, Toronto and Boston.

Kincaid joins as the business development and strategic advisor for the company, which is a joint venture between Montreal-based Bleublancrouge and Toronto-based agencies Scientific Intelligence and Wunderkind. The institute was originally conceived to help celebrate BBR’s 30th anniversary, which took place in 2013. It’s designed to generate “great ideas” for clients including Audi, Molson Coors and Wendy’s, offering strategic planning, product innovation and corporate culture and marketing communication guidance. Other members of the Institute include senior employees from the three agencies.

Kincaid will maintain his position as managing partner at marketing consultancy Level5, but divvy his time with L’Institut and other initiatives, according to a release.

Prior to founding Level5 in 2002, Kincaid was CMO at Corus and a senior marketing VP at Labatt, where he helped the brand expand into Mexico and Cuba, as well as launched Labatt’s iconic “Out of the Blue” platform in the late ’90s.

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