In Brief: Cossette picks new head of strategy in Vancouver

Plus, Universal Music Canada rebrands its in-house creative agency and Innocean promotes two to VP roles.
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Cossette promotes Max MacBeath to lead strategy in Vancouver

Max MacBeath has been named head of strategy at Cossette Vancouver.

In his elevated role, MacBeath will lead strategic planning across key accounts, which include McDonald’s Canada, Tourism Yukon and Curling Canada.

MacBeath joined Cossette in 2020 to oversee the agency’s Walmart account. At the time, he was coming off a stint at VCCP in London, where he led strategy work on accounts including O2 and Canon.

Last year, Cossette Vancouver picked up work for the likes of  Coast Capital, WorkSafeBC and Pacific National Exhibition (PNE), as well as organic growth on existing clients.

Shed becomes Universal Music Group for Brands

Universal Music Canada has rebranded its in-house agency Shed Creative as Universal Music Group for Brands, aligning it with the company’s global brand strategies division.

UMGB operates in 74 markets globally, using its understanding of culture and roster of musicians to help brands connect with consumers. Beyond the name change, the agency will now work more closely with the global team to expand its reach and access more resources.

Founded in 2016, Shed had previously worked with the likes of Fido, Samsung, OLG, Scotiabank’s Scene platform and cannabis brand RIFF.

Innocean names a pair of new VPs

Alice Choe and Joanne Matthews have both been promoted to VP roles at Innocean Worldwide Canada.

Choe joined Innocean in 2020 as director of social media, coming off a client-side stint at Huawei. In her new role as VP of social media, she will continue to oversee the agency’s social media and content creation team, in addition to taking on additional management responsibilities.

Matthews came to Innocean in 2014 as a media director from Rain43, primarily working on the agency’s Kia team. As VP of media planning and strategy, Matthews will manage the Kia media planning team and support further agency growth.