Inventa appoints new president
Vancouver brand experience agency Inventa has appointed Alexa Freudigmann (pictured above) as its new president, replacing agency founder David Nichols, who continues in the role of CEO.
A nearly 23-year shop veteran, Freudigmann was recently Inventa’s senior VP and partner.
Under her previous leadership roles, Freudigmann has been behind major Canadian marketing initiatives including Vancouver 2010 Olympics, 2015 FIFA Women’s World Cup and #BCTECH Summit.
Current Inventa clients include Nintendo, Circular Materials, BC Hydro, BC Lotteries, the Grey Cup Tour and the Province of BC. Inventa was also recently selected alongside agency partner BrandLIVE to activate the Vancouver FIFA Fan Festival in 2026.
Grey adds executive post
Fernando Hernández (pictured) is Grey Canada’s new executive creative director. He most recently held the group creative director title at Ogilvy, also out of Toronto.
Previously, Hernández served as group creative director with Rethink. Before that, he was R/GA’s ECD, based in New York City.
His industry experience spans Latin and North America, including about 14 years with Leo Burnett in both its Toronto office and also his home country of Colombia.
In his career, he has worked across a wide variety of global brands including Apple, Frito-Lay, Virgin Mobile, Google, IKEA, Coca Cola and Kraft Heinz.
Mint adds group strategy director
Patrick Henderson has joined indie creative agency Mint as group strategy director based in Toronto.
Henderson will lead brand and integrated communications strategies across the agency and previously held positions at Dentsu Creative, Zulu Alpha Kilo and VML (Formerly Taxi), and led strategy across numerous accounts, including Rogers, Subway Canada, Sephora and Nestle.
Pigeon grows by three
Patrice Boudreault has joined Pigeon Brands as associate creative director, bringing extensive experience in the communications and entertainment industries, including the past 10 years as CD of the Cirque du Soleil Marketing Creative Studio.
With experience across design studios, advertising and international creative agencies, Boudreault has also contributed to work for Labatt, Chrysler, Provigo, Bélair Direct, Famous Players, Agropur, Re/Max, Yoplait and Les Producteurs de lait du Québec.
Julie Michaud joins the Pigeon team as a senior project manager and has experience in project management and marketing in the food industry.
Michaud began her career at Publicis, Publicité Martin and Cossette before moving to the Bay Area where she spent nearly 10 years overseeing marketing communications for a San Francisco chain of French restaurants and managing projects for organic grocer, Good Earth.
Camila Hadji is Pigeon’s new account supervisor, bringing with her more than six years of experience in agencies such as Tam-Tam/TBWA, BBR and Cossette. She has done work with clients such as Alliance de l’industrie touristique du Québec and Desjardins.
The Greater adds a board chair
Michael Downey, former CEO of Tennis Canada, has just been named chair of the advisory board at The Greater, a Toronto-based strategy consultancy and social enterprise with a focus on sport.
The Greater has worked with clients such as MLSE Foundation, Wheelchair Rugby Canada and Tennis Canada.
