This week, the love-fest known as Broken Heart Love Affair turns two, and 40 strong with the addition of two new chief creative officers Craig McIntosh and Jaimes Zentil, along with creative director, design Rasna Jaswal and 10 others in various roles across the agency as the group continues to fundamentally change the creative agency model and build its deep bench.
Adding the widely celebrated and awarded chief creative officers, Mcintosh and Zentil brings the total CCO count to five – reinforcing Broken Heart Love Affair’s commitment to the most senior, awarded talent working directly on clients’ brands.
“Craig and Jaimes bring so much to us. Their incredible creative talent and commitment to the craft speaks for itself, as demonstrated by multiple Cannes Lions, D&AD Pencils, One Show Pencils and dozens of Clios and LIA’s,” said partner, Jay Chaney. Adding, “they’re also amazing colleagues and incredible humans whose chemistry with our team is proven over many years and campaigns. The contribution they will make to our special culture here is something that - while not recognised at awards shows - is an important part of why we chose them to join us on our mission.”
The pair will play dual roles as creative leaders in the agency and as part of the UsPLUS Super Team - the unique all-in creative jam session offering that gives clients direct access to the brightest creative and strategic minds in advertising all at once, creating transformative brand platforms with predictably transformative business outcomes.
The creative team is further augmented by the addition of Rasna Jaswal in the role of Creative Director, Design. Formerly of JWT, Interbrand, Taxi and McCann, Rasna’s work is renowned in Canada and has been recognised at every major award show. Rasna has worked in a freelance capacity with the agency almost since its inception.
The agency continues to scale, increasing the client success team by five, adding directors Kayla Christenson who joined from Anomaly; Dane Armstrong who brings both client and agency experience most recently at Pizza Pizza; Shannon Griscti who comes from Sid Lee along with supervisor Annabel Harding; and coordinator Olivia Cousineau from MendRX in Halifax. Director of technology, operations and enterprise Security, Michael Mercado joins the operations team from Stagwell Group.
Broken Heart Love Affair’s content and production studio Lifelong Crush has also added to the ranks since announcing two new creative directors last month. Integrated producer Demi Veselinovic comes from Sauce Productions (Wunderman) and brings both client and agency experience including JWT, GRIP and Canadian Tire; production designer Daniel Ong specialises in digital, branding, & UI design and has also worked at Canadian Tire; copywriter Jax Cohen and art director Andee Kintanar both join Lifelong Crush from The Kitchen (Kraft Heinz).
“We are building a deep bench and this amazing talent is the proof. Our ‘Talent Hoarding’ philosophy is anchored in a deliberate process of scouting, not the wide-net recruiting approach that is typical in our business,” said chief business officer Bev Hammond. “Our new team members are recommended by our team and identified as not just some of the best talent around the industry, but also proven great colleagues. Individuals who bring the right alchemy of skill and human kindness that ensures they will excel in our unique system.”