TBWA\Group Canada has completed its leadership team with a major addition, bringing award-winning creative Adam Reeves in as chief creative officer.

The move bolsters TBWA\Group Canada’s senior ranks, formed last year when Omnicom-owned agencies Juniper Park\TBWA and DDB Canada consolidated their leadership teams under CEO Eve Rémillard-Larose.

Reeves, who will work across both agencies, previously took on creative leadership positions in the U.S. with ad agencies like R/GA and Goodby, Silverstein & Partners. His work has been recognized with Cannes Lions, Effies and Webby Award wins, as well as a Grammy Award, an Emmy nomination and two inclusions in the Museum of Modern Art’s permanent collection.

Rémillard-Larose and Des Jones, CSO of TBWA\Group Canada, told strategy that Reeves was a good fit for the role because of his ability to develop big ideas across different mediums, along with a passion for staying on top of how technology in marketing is evolving.

“We were looking for somebody who could make a creative department that other creative people would queue up to work with,” Jones says. 

Rémillard-Larose adds: “We’re overseeing two iconic global brands that stand for very different things. So looking [at] Adam, [we found] someone who was able to embody those two brands and what they stand for, motivate both sides, and talk to clients and make sure that we find the right agency solution for what the clients want.”

Reeves’ portfolio includes writing and creative direction on such campaigns as “Jingle Hoops” for the NBA, the VR project “Dreams of Dali,” “Dream On” for Adobe Photoshop’s 25th anniversary, Doritos Rainbows, HBO’s “Imagine” and a variety of Super Bowl commercials for Pepsi.

Upon taking on this new role, Reeves says he wants to develop cutting-edge work for TBWA\Group Canada that moves people: “work that earns its way into culture first and foremost that is iconic in the living room; work that people actually take notice of; and then great campaigns, great ideas brought forth through the media.”

He adds: “I really think some of the brands we have are open and primed to use all kinds of media for disruption and all kinds of media for storytelling.”

Bringing Reeves aboard indicates TBWA\Group Canada’s intention to bring global expertise to their work in Canada, by hiring someone who has worked with major brands in the U.S. and developed global connections, and who is now bringing that experience and perspective to Canadian work.

With Reeves’ hiring, Rémillard-Larose says the company’s goal is to embrace the power of global insights, tools, resources and expertise that’s available to them through TBWA and DDB to the Canadian creative industry, adding that they have a unique opportunity to be involved in two networks. Rémillard-Larose says that she, along with Reeves and Jones, have been part of creative work that has connected with and shaped culture, and their goal is to deliver more work of this nature.

“The power to move is DDB’s mantra; it’s all in the emotions and the big ideas,” Rémillard-Larose says. “TBWA is all about the disruption. We’ve written the books and have been first to market with innovation. So I think the three of us have this amazing, unique moment in time where we can grow these two agencies in the Canadian market.”