Diamond announced the hire of Jaimes Zentil and Craig McIntosh as CCOs on Friday in a major overhaul of the agency’s talent structure that will see Peter Ignazi take on the title of creative chairman.

The move means Zentil and McIntosh will once again work with Lori Davison, Diamond’s chief strategy officer and the former head of brand strategy and communications at SickKids Foundation. Zentil and McIntosh helped develop the groundbreaking “VS” campaign, launched in 2016,  alongside Davison during their time as creative directors at Cossette.

Zentil and McIntosh will be setting the creative vision for Diamond’s future as department leaders after departing the CCO roles they’ve held at Broken Heart Love Affair since the spring of 2022.

Ignazi has helped lead Diamond to a number of wins while developing work for clients such as TD Bank, PepsiCo, Sinai Health and Samsung since being named the agency’s CCO in October 2022. He also worked at Cossette, where he held the titles of CCO and global CCO during a seven-year career at the agency from March 2015 to February 2022.

Earlier this month, Diamond announced it will be developing a new brand platform for UNICEF Canada after being selected as the charity’s AOR. And in June, the agency hired creative director Sarah Deziel and group account director Valerie Mascarin.