Extreme Group has struck Sylver, so to speak, with the appointment of Phil Sylver as its newest CD.

In his new role Sylver will oversee the creative product coming out of the agency’s Toronto office and help to further craft the creative voice for its Toronto-based clients. He arrives at Extreme from Toronto-based The Hive where he spent the past four years as CD, and was the creative force behind campaigns for Reebok Hockey and the Canadian re-launch of Miller Genuine Draft and its ‘Nothing to Hide’ platform.

‘The first thing that attracted me to Extreme was camaraderie, and it’s not just how they relate to each other, but it’s how they treat their clients too,’ said Sylver in a release.

‘I think experience is one thing, but what’s great about Phil is his attitude and his approach to his work and it aligns completely with the way we like to work,’ says Shawn King, VP/CCO, Extreme Group. ‘He’s driven and I think he’s ready to take on this kind of role and help take us to the next level.’

Stints at Taxi, MacLaren McCann, Downtown Partners and Bensimon Byrne can also be included on Sylver’s résumé, with a long list of experience working on accounts like GM, Coca-Cola, Nestle, Microsoft, Pfizer, Chapters, RBC, OLG and Telus.