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

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

KD looks to the older end of millennial market

'Cheese the Moment' matures the message but keeps it playful

Ads You Must See: The other kind of football

Two bold, captivating spots celebrate soccer culture

Jessica Schnurr joins 180LA

The 30 Under 30 alumnus moves to the U.S. next to another Canadian expat

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Agency of the Year 2015: Leo Burnett

A new business approach, a bold new philosophy and an Emmy cap a great year

Tech Player of the Year 2015: Shopify

This industry-changing, billion-dollar unicorn is moving at full gallop

Quaker stays focused on family in new national effort

'Don't Question Yourself' honours parents' decisions and staying the course