Veritas - Cowell and Sy

Veritas bolsters G&I Lab with digital and social media talent

Jason Cowell and Jonathan Sy join agency’s “cerebral cortex”

Toronto-based Veritas Communications has made two key hires to its Growth & Innovation Lab. Described as the agency’s “cerebral cortex,” the lab is part of its new hybrid business model meant to combine the best of what PR and advertising agencies offer.

Jason Cowell has been hired as director of digital creative strategy. Cowell has 20 years’ experience as a creative director in New York, Amsterdam, L.A. and Toronto. Most recently, he was creative director at BStreet in Toronto. Prior to that, he was creative director at 58Ninety.

Jonathan Sy has been named VP, social media and analytics. Prior to joining Veritas, Sy was senior director, digital at Edelman in Toronto. Before that, he was director of digital communications for Edelman China.

In the process of looking for an executive creative director, Veritas president Krista Webster met with Cowell (pictured above on left). “While Jason has 20-plus years as creative director, the most powerful aspect that he brought to the table was his understanding of the convergence of strategy, creative and digital,” said Webster. “So I ended up creating a role for Jason because I felt that convergence was so important to the lab.”

The agency is still looking to fill the ECD position and Cowell will be a “tremendous complement” to that person, said Webster.

“Jason helps me get closer to the creative level that I’d like the G&I to represent,” she added. “Veritas at its core is an influencer marketing agency that comes from a creative standpoint. Jason allows us to go deeper in terms of creating ideas that go beyond being influencer marketing and PR in isolation to creating sustainable campaigns that I know will benefit clients.”

With Sy (pictured above on right), Webster said, “It was love at first brain. I fell in love with Jonathan’s mind… I really wanted that digital/social thought leader who understood the importance and opportunity of what social and digital can mean in terms of analytics and insights.

“He makes us stop and be more accountable in terms of the benchmarks we use to measure social and digital and [ensures] the account teams are thinking holistically about how that plays into their bigger mix of tools.”

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match