William Lower has left Lowe SMS, of Toronto, and opened where.its@, a new media agency providing interactive marketing services and programs.

Lower believes interactive media should be created with the same strategic objectives used in traditional advertising.

‘Computers are changing how we communicate, but they shouldn’t be changing what we communicate,’ he says.

Based in Toronto, Lower is working with a network of people in Toronto and elsewhere, including T.J. Knowles, of Like DAT Music, Los Angeles.

For the last year, Lower has been vice-president associate creative director at Lowe SMS, where he worked primarily on Ralston and Labatt, including the Labatt Copper X and Y campaign.

Before that, he was in the u.s. and had worked at other Toronto agencies.

He spent some time in Atlanta working as an independent on accounts such as Delta Air Lines; worked five years as executive vice-president creative director at Wells Rich Greene, New York, and was senior vice-president creative director at J. Walter Thompson, New York.