New Noise appointment echoes growing digital convergence

People Moves

by Gariné Tcholakian
Media in Canada

Noise Digital has just appointed Michael Milardo as its co-creative director. The move, which follows the opening of Noise's Toronto office earlier this year, is part of the agency's efforts to strengthen its resources to address the needs of an ad client base that is seeing increasing convergence between traditional and digital.

The award-winning copywriter's first project with the agency, "Zombie Singles", won the Bronze Cyber Lion at Cannes last week. (Milardo, who worked on the campaign on a contract basis at the time, helped set the tone and a unique sense of humour to the zombie dating profiles which contributed to the user experience.)

The newly created role is being shared with Noise's current CD, Brock Ellis, with whom Milardo will be working to develop campaigns for clients including Nokia, Sony PlayStation, Ferrero, Tic Tac and Johnson & Johnson.

"We believe that ideas dictate the media," Mark Nishiguchi, managing partner at Noise Digital tells MiC."Media and creative are becoming one strategic and planning entity, and technology is the reason why these lines are blurring. It reflects the fact that digital is not a singular communication channel: it's the thread that links all media channels together, so Michael's knowledge and expertise in traditional channels is critical to our strategic positioning as a full-service digital partner."

"It's pretty clear where the industry is headed, and I wanted to be a part of that," said Milardo, in a release. "A great idea can live in any form; moving online with Noise just made sense. They work with global brands, and there's a ton of opportunity online."

Formerly of Rethink and TBWA, Milardo's past experience also includes working for BBDO Berlin and Ogilvy Copenhagen, and with clients like Bell Mobility, Vancity, BC Lotteries, HSBC, Volkswagen, Sobeys Foods and McDonald's. He's won over 30 awards, including Communication Arts, One Show Interactive, the Clio Awards and London International.

"Digital agencies are no longer just adapting existing creative for the web," said Nishiguchi in a recent release. "We now have a lead role in overall campaign development. Michael's expertise strengthens our ability to deliver breakthrough creative, strategic insight and technical ability."

Expanding further on the statement, Nishiguchi later tells MiC: "In order for truly integrated executions to be successful, media needs to be at the centre of planning and strategy. In a more fractured media landscape it is becoming more important to acknowledge that earned media vs. paid media is becoming the norm vs. the exception. Truly successful agencies will create time, not buy it."