“I Feel like I’m Joining a Superhero Team”: Driscoll Reid Discusses His Move to Cossette
Earlier this month, Cossette made waves when it announced the arrival of a new chief creative officer. After all, under fellow chief creative officer Sabaa Quao and senior vice president, creative, Anne-Claude Chénier, groundbreaking work was already pouring out for multiple accounts across the country - from the likes of McDonald’s to the SickKids Foundation. In short, it was a move people might not have been anticipating.
However, considering Driscoll Reid’s reputation, it makes sense why the leadership team would want to snap him up. Boasting over two decades of experience both agency and client side, including tenures at the likes of Wieden+Kennedy (Portland and Tokyo offices), TBWA\Chiat\Day, and, most recently, Airbnb, his arrival signals a fundamental desire to drive innovation and creative excellence across the agency’s offices. And, on a personal level, it represents the esteemed creative’s first venture into the Canadian market - something he’s excited about for several reasons, including, naturally, the chance to eat a peameal sandwich at Toronto’s St. Lawrence Market.
To learn what inspired the move, how he’ll be integrating into the leadership team, and what his take on the Canadian market is, LBB’s Josh Neufeldt sat down with Driscoll for a chat.
LBB> Obviously, the big news is that you’ve just joined Cossette, taking on the role of CCO. Congratulations! What inspired this decision, and what does it mean to you?
Driscoll> Thank you! Merci! I see it as an opportunity to join an incredible team, at an iconic agency, in a country that I love and have family in. And at this current moment in our industry, I also saw it as a chance to help shape and be on the front of what our industry looks like in the future.
LBB> What do you perceive the present status of the agency to be, and where are you trying to take it going forward?
Driscoll> I’ve always admired Cossette from across the border. It’s a name and an agency that has consistently pioneered the industry for 50 years in Canada. Plus (pun intended), being part of such an incredible network of agencies within Plus Company – a Canadian and private network – will only continue to help grow Cossette through collaboration and synergies. So, I’m excited to be part of that legacy and expand Cossette’s impact not only across North America, but also on a global scale.
LBB> And, on a personal level, what are you hoping to accomplish?
Driscoll> It’s an opportunity for me to continue to grow as a leader and contribute to shaping incredible work. I have been fortunate to have great mentors in my career, and am eager to pay it forward by mentoring younger creatives, while also providing support to the more senior members of the creative department.
Additionally, being able to team up with Sabaa Quao is so exciting. He’s an incredible innovator who inspires not only myself, but everyone around him. The combination of our talents and experiences will greatly benefit both our work and the agency. I’m looking forward to not only working alongside him, but also learning from him.
LBB> Tell us more about this partnership with both Sabaa Quao, and Anne-Claude Chénier. How will you be working together to elevate Cossette across the country?
Driscoll> I first met Sabaa a year ago, and from the get-go, we had an instant connection, not only about where the industry is heading but also just on a human level. We immediately got along. While we will be collaborating as chief creative officers, Sabaa’s role is also expanding to chief creative and innovation officer, and I couldn’t be more excited for him and for the agency.
As for Anne-Claude, she has created such incredible work at Cossette over her career. I’m eagerly anticipating learning from and working with someone who has not only been at the agency, but also seen its evolution over the years. I feel like I’m joining a superhero team!
LBB> Let’s talk a bit more about your career as a whole! You’re taking on this position after a two year stint at Airbnb - what made now the right moment to come back agency side?
Driscoll> I loved being at Airbnb. It’s an incredible company with a group of exceptionally talented creatives, and I made some of the best work of my career while there. Getting a chance to work there, as well as freelancing at Doordash and Apple, gave me an opportunity to experience and learn what it’s like to work at the best internal creative departments. And when it comes to going back to the agency side, I’m thrilled by the prospect of working with the diverse range of clients that an agency like Cossette attracts. That’s why I got into advertising in the first place: the opportunity to learn about, create work for, and influence a variety of subjects and interests.
LBB> Moreover, with this move, you’re coming to Canada for the first time. After a career largely spent in the US, as well as Japan, how’re you feeling about taking on a new market?
Driscoll> Excited! I always love experiencing and getting to know a new culture. And while there are similarities to the US, Canada is obviously unique. I have several good friends working in the industry in Canada that I’ve met over the years, and I’m looking forward to working alongside them in the same country.
LBB> With that in mind, how does Canada compare, and where do you think its place is on the global scale?
Driscoll> Globally, I feel Canada has a great reputation for creative advertising. Our environment greatly influences the creative output, and as a culturally diverse and open-minded nation, particularly in today’s world, this presents great potential for the kind of work that can be produced. I’m excited to be part of that.
LBB> Building on this, how will you leverage your past years of experience to push Cossette’s creative to the top? Are there any key values from your time in the US you’ll be emphasising?
Driscoll> I’ve been extremely fortunate to have worked at various agencies and organisations throughout my career, viewing each opportunity as a chance to learn and grow. The people I’ve worked alongside and the leaders I’ve learned from have shaped me and prepared me for this opportunity.
Early in my career, while I was at WK12, learning from the incomparable Jelly Helm, we made a poster that included 13 different thoughts/ideas on advertising (this was 20 years ago, as of this year). It’s become a de facto bill of rights for me, and is something I always go back to when I need to ground myself. I’m excited to share this philosophy with others at Cossette, continuing to foster a culture of growth and learning.
LBB> In the new position, you’ll be responsible for work coming out of both Toronto and Vancouver. How will you be juggling each office to ensure no quality is lost? And, how will you be familiarising yourself with the unique market each city caters to?
Driscoll> There are great people currently working in both offices that I’ve gotten to know, and I’ll be working closely with them to help maintain the high standard of work.
On a personal note, my wife is from Toronto, and we’ve spent a lot of time there as a family prior to this opportunity. It’s an incredible, global city – one I feel very comfortable being a part of.
Meanwhile, I’ve also spent most of my career on the West Coast of the US, and love the similar vibe in Vancouver. While they are both unique markets, there are more similarities than differences.
LBB> Finally, with your move to Toronto, is there anything you’re particularly excited to do or see upon settling in?
Driscoll> As I mentioned, my wife is from Toronto (and I grew up in Vermont), so being closer to family on both sides is a big part of my excitement. But just as important, getting to live in such an internationally diverse city. Toronto is often referred to as the most culturally diverse city in the world. Half the population was born in another country. And there are over 140 different languages spoken. It feels uniquely global for a North American city.
Additionally, Toronto is the third-largest tech hub in North America, and I’m excited to be part of all that comes with living in a growing city that has that kind of energy. Also, getting to eat a peameal sandwich in St. Lawrence Market.
