Michael Morelli (left) and Marty Hoefkes
The creative duo behind several heavily awarded campaigns for the Canadian Down Syndrome Society (CDSS) have a new home as the latest individuals to be brought in at Broken Heart Love Affair (BHLA) under its “talent hoarding” philosophy.
Marty Hoefkes and Michael Morelli have taken creative director roles at the agency, joining the agency from FCB Canada where they had been working in the same roles since last summer. The duo had a major hand in some of the most recognizable work for the CDSS, including “The Mindsets Paper” and “Endangered Syndrome.” Between their time at FCB and a previous stint at Leo Burnett, the pair have also worked on key campaigns for TD Bank, IKEA, Air Canada, OLG, BMO and Hershey.
At BHLA, they will work on a variety of the agency’s clients, including World Vision, the ROM and Lactalis.
“We have been huge admirers of Mike and Marty for years now. Not only are they super creatively talented, but we have only heard amazing things about them as people,” says Denise Rossetto, partner and CCO at BHLA. “Let’s just say editors know all in this business, and editors are huge fans of this incredible duo.”
The pair “actually came close to signing with Carlos [Moreno, current CCO at BHLA] and Peter [Ignazi, then ECD] at BBDO like a decade ago, and since then it’s been a bit of a ‘will they, won’t they?’ for us and Carlos,” says Hoefkes.
Broken Heart Love Affair has been relatively quiet on the hiring front since announcing several major additions in January, but sister agency Lifelong Crush also recently added a pair of creative leaders in CCOs Christina Yu and Derek Blais, and a new client services lead in Lindsay Day, as part of its growth into a full-fledged creative agency from BHLA’s content and production arm.
