Today, Allen & Gerritsen (A&G) announced that Brian Babineau has joined the Boston-based advertising agency as Chief Strategy and Engagement Officer, a newly created role. At A&G, Babineau will be a part of the Executive Leadership Team and will oversee brand strategy, engagement strategy and media and distribution strategy.

Babineau joins A&G from Arnold Worldwide, where he was Executive Vice President, Social Content Systems. At Arnold, he specialized in driving customer engagement through brand strategy, content strategy, influencer partnerships, social activation and strategic partnerships.

Babineau has spent his career creating and executing holistic campaigns for premier brands, including: Progressive, Jack Daniel’s, New Balance, Hasbro, IBM, AT&T, Dunkin Donuts, American Express and Allstate.

“Strategy always has been at A&G’s core, and Brian will give our clients another expert resource as we together craft brand strategies and engagements that drive business outcomes for modern marketers,” said A&G CEO Andrew Graff.

“Brian brings to A&G an unparalleled knowledge of how brands can tell their stories and engage audiences in the digital world,” continued Graff. “This skillset is essential as consumers continue to expect authenticity from brands. I’ve long admired Brian’s work and his passion for truly integrated campaigns, and I know he will be a tremendous asset to our agency and to our clients.”

Previously, Babineau held the role of Senior Vice President, Director of Media & Marketing at Digital Influence Group, where he led the development of fully integrated digital marketing strategies and experiences. Babineau also spent 10 years at Digitas where he was Vice President, Director of Media; there, he led the integration of clients’ branded content and social experiences.

“The best modern brands are relationship-building brands,” said Babineau. “These are brands that have a strong conviction about their culture and the world at large, and bring that conviction to life through both traditional and experiential methods. Modern strategists not only help articulate a brand’s point-of-view, but also work to translate that perspective into organic, intelligent and human activations and behaviors that live on all channels. I’m really looking forward to diving into this purpose-centric work with A&G’s clients.”

“A&G’s people-centric culture is also second to none,” continued Babineau. “I believe wholeheartedly in Andrew’s outcomes-first vision for the agency and its client work, and I couldn’t be more excited to roll up my sleeves and get to work with the team he has assembled to implement that vision.”