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Press Release

Lowe Roche and Amuse CEO Monica Ruffo Restructures with New Creative Leadership

Canada NewsWire


- Pete Breton & Dave Douglass step in as
Chief Creative Officers to Serve in a National Capacity

MONTREAL, Dec. 14, 2011 /CNW Telbec/ - Since joining Lowe Roche as CEO in September, Monica Ruffo has been strengthening the Agency with a number of key hires, as well as two new business wins. Her latest move is a restructuring of the Creative Department with the creative succession of Geoffrey Roche and today announced that Pete Breton and Dave Douglass will join as National Chief Creative Officers. Breton and Douglass will have oversight of creative across the Toronto and Montreal offices, reinforcing the vision of one powerful, seamless team working across geographies and languages. They join from Cossette, where they were Co-Chief Creative Officers. Reporting directly to Ruffo, their official start date is January 3, 2012.

In shoring up resources and assessing existing and new client needs, Ruffo announced earlier four key management additions: Selma Filali as SVP, Managing Director of Amuse in Montreal, Dave Carey and Marie-Lise Campeau both as SVP Client Services in Toronto, and Erwin Rivera as VP Digital. Additionally, two new clients have been added to the Agency roster: Warner Bros. films was acquired in September, and the Agency has already received recognition for it's work with a Gold at the Canadian Media Innovation Awards for the launch of the film Contagion; and Groupe Média TFO, which will be launching a new campaign and new look in January.

"It has been an exhilarating few months, and I am very excited to be working with Pete and Dave again. They are passionate, driven and unbelievably talented, and we share a common vision of what constitutes great work," noted Ruffo. "One of the best things about our new management team is that everyone has worked with everyone else at one point or another in the past and has chosen to work together again. Our business is becoming increasingly complex and multifaceted, and I strongly believe that a powerful team of diverse talent that genuinely loves spending time together figuring things out is the foundation of awesome effective work."

Co-Chief Creative Officers of Cossette since 2008, Breton and Douglass worked on an array of clients including McDonald's, General Mills, Future Shop and Coke, and oversaw a team of over 100 creatives. A creative partnership of over 10 years, the duo has worked in the brand and retail space on global brands including Budweiser, Lexus, Quaker, Motrin and Stella Artois. Their work has been recognized in just about every major award show, both nationally and internationally, including Gold and Silver Lions from Cannes, The One Show, Clios and D&AD.

"This is an amazing opportunity to reunite with a truly like minded team, partner with some great clients and continue to deliver creative excellence as the company begins this new, exciting chapter," said Breton.

"Lowe Roche has a rich history of great creativity and we're really excited about the unlimited possibility of what's next," noted Douglass.

Lowe Roche and Amuse are both part of the Lowe and Partners Network's North American Anchor, Deutsch Inc., A Lowe and Partners Company. "With a deeper level of talent, intense focus on client business, and dynamic new business activity, Monica's energy and impact in her first 100-days is remarkable," said Deutsch Inc's CEO, North America, Linda Sawyer.  "Our goal was to further strengthen our standing in North America and broaden our national reach in Canada, and I am confident that we will have a tremendously exciting year in 2012."

Image with caption: "Pete Breton & Dave Douglass step in as Chief Creative Officers to Serve in a National Capacity at Lowe Roche and Amuse (CNW Group/Lowe Roche)". Image available at:

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