Creative director Joe Amaral is embarking on a new challenge, joining Mississauga-based marketing and communications agency 5th Business as its vice president and creative director.

“Joe brings our clients and creative team an impressive track record of brand building across diverse categories, [including] traditional and new media and most recently experiential marketing,” Stuart Lewis, 5th business President and CEO, says in a release.

Amaral’s career has included creative director stints with Cossette, TBWA/Toronto and most recently at experiential marketing agency Launch! He has produced work for clients including  McDonald’s, Nissan, Infiniti, Whiskas and Uncle Ben’s and has been in the Communication Arts and at the Cannes Lions International Festival of Creativity.

In his new role, Amaral will be responsible for increasing clients’ share position and build effective differentiation strategies.