Adrian Capobianco named Proximity president

Picking up the digital veteran is in line with the agency's data-first approach.

Adrian Capobianco is Proximity Canada’s new president, an appointment meant to strengthen the agency’s position of producing digital and data-focused creative.

Since 2013, Capobianco was managing director of digital at Cundari, whose client roster includes BMW Canada, Lancome, Dempster’s, Nike and Telus.

Proximity’s president role was left vacant last year when Tyler Turnbull moved to FCB Toronto in September.

Prior to joining Cundari, Capobianco held positions at IBM, Publicis and FUSE Marketing Group and launched his own agency, Quizative, which was acquired by Cundari.

Proximity’s data-driven approach – creating what it calls “intelligent experiences” – is in line with Capobianco’s self-described comfort zone with data and numbers.

Sales, client-led, third-party and social data, among others, all can help fuel the creative process, he says.

“No good creative person will ever say to me, ‘I don’t want better insights,’ and data gives better insights,” he says.

Going forward, Capobianco says he will be working on growing the business with both existing and new clients, and producing work that will stand out on the global stage. “It’ll be creative work but it’ll also be smart work that delivers results for clients.”

Proximity’s major clients include RBC, Rogers, Visa Canada, Mercedes, PepsiCo Foods and Campbell’s.