Cossette has appointed former Airbnb senior creative director Driscoll Reid as the shop’s new chief creative officer.

In the role, Reid will spearhead the agency’s creative output in both Toronto and Vancouver. Reid will work closely with Cossette’s Sabaa Quao, whose position is expanding to chief creative and innovation officer, and Anne-Claude Chénier, who will continue to lead the creative output in Québec. Together, the agency says their leadership will be instrumental to drive innovation, inspire excellence and elevate Cossette’s creative product.

With more than two decades of experience spanning both the agency and client side, including his most recent role at Airbnb, Reid brings a wealth of expertise to Cossette’s executive leadership team. His distinguished career includes stints at such agencies as Wieden+Kennedy (Portland and Tokyo offices), TBWA Chiat/Day, and Sid Lee, along with in-house freelance collaborations with Apple and DoorDash. His journey has also taken him from agencies in San Francisco, Los Angeles, and now Toronto.

“[His] arrival underscores our commitment to investing in top-tier talent and pushing the boundaries of creativity,” Quao says. “Together, we look forward to leading the market with transformative campaigns that captivate audiences and set new standards for our clients.”

Driscoll will relocate to Toronto from Portland, Oregon, and will commence his role with Cossette at the end of April.

Cossette’s client roster includes McDonald’s, Yoplait and Amnesty International.