Two Capital C partners are leaving the Toronto-based agency next month to join package design shop Hunter Straker.
Matthew Diamond, partner in charge of business development, and James Fraser, managing director, retail, will join the Toronto-based Hunter Straker on March 15.
"I've known Hunter Straker for 15 years," said Diamond. "I started my career at Kraft Foods and Hunter Straker was my package design agency." Diamond said he forged a close professional relationship with founder Rod Straker. Capital C has also collaborated with the 14-person boutique design firm for work on PepsiCo Canada.
Diamond said Hunter Straker's small size presents an opportunity for growth, part of what drew him to the new position.
"I've been at Capital C for almost 10 years and when I came, there were probably the same number of people as there are now at Hunter Straker," he said. "I've had an incredible experience here, but the reality is Tony [Chapman] is really excited about this business. He's not going anywhere and he's firmly entrenched. It's time for me to be the one who can help set the vision... I think a small environment suits my personality a bit better."
Diamond's new title will be partner and managing director, while Fraser will be partner and "retail guy."
Capital C founder and CEO Tony Chapman said he won't be filling Diamond's role because "in terms of new business, we're in great shape this year. We're in very serious discussions with a few [potential clients]. I'm not worried about new business at all."
However, Chapman is in talks with "a robust short list" of external candidates to fill Fraser's role, and is looking to merge the retail operation with the agency's strategy and insights group, led by Livia Zufferli.
"Retail was always an island in our place, and yet we've built this robust strategy and insight group under Livia," Chapman said. "The ability of working retail and digital branding and channel planing together as a collaborative team really excites me."
Capital C is also preparing to relaunch with a new agency model in May that Chapman said better promotes the agency's goal of marketing Canada as a testing ground for international brands.
