The Best Indie in Canada? That’s the Goal for Dino Demopoulos at The Hive

Some exciting news came out of the Canadian advertising industry earlier this month when it was announced that Dino Demopoulos – one of the most well-established strategic minds in the business – had joined The Hive as chief strategy officer. A man who needs little introduction, having worked on some massive campaigns at both networks and indies alike (including BBDO Proximity, DDB Tribal Worldwide, No Fixed Address, and GUT), his arrival has big implications, both internally and on a broader level.

Specifically, Dino joins The Hive at a pivotal juncture in its 30-year-plus history. Having steadily added new pieces to its leadership team across the past year, including chief executive officer Josie Daga, chief client officer Hilary Roberts, and co-chief creative officers Lauren McCrindle and Erin Wendel, this latest appointment signals that the agency is now poised to elevate its offering across the board. From the pursuit of sharper work to truly driving impactful results for clients, the next chapter starts now and will be one to watch, especially in a time when Canadian independents have been on a hot streak.

To learn more about what’s to come, why he joined, and the role strategy can play in this bigger picture, LBB’s Jordan Won Neufeldt sat down with Dino for a chat.

LBB> Dino, congratulations on your move to The Hive! What inspired you to join, and what does this opportunity mean to you?

Dino> I was inspired to join The Hive for a few reasons. First, I’ve been working with the agency for a little while now, and through that, I’ve gotten to know the team. It’s a talented, collaborative, and ambitious group – three things I think are essential in an agency.

Second, I’ve always been drawn to the energy and drive of independent agencies. Some of the best work in the industry is coming from independents, and I love the opportunity to help shape the next chapter of an agency with such a strong and respected history in this market.

For me, this is about working with great people, including leaders I deeply respect, like our new CEO, Josie Daga, and doing impactful work. It’s as simple as that, but also as exciting as that.

LBB> What are you hoping to accomplish in your new position, both on a personal and agency-wide level?

Dino> At an agency level, I want to hold strategy to the highest standard at The Hive by applying strong strategic rigour to understanding our clients’ businesses and by using strategy to fuel creative excellence. At the end of the day, great strategy isn’t an end in itself; it’s about making the work sharper, more impactful, and ultimately, driving success for our clients.

On a personal level, I find mentoring the next generation of strategists deeply rewarding. One of the most fulfilling parts of this role is helping to develop talent, and I’m excited to do that at The Hive.

LBB> In many ways, this appointment is said to represent the agency moving into its next stage of growth. On a strategic level, where are you hoping to take things? What is your mandate for The Hive?

Dino> I would say the mandate is a shared one. And that mandate is very simple: to be the best partners we can be to our clients, and to deliver the absolute best and most effective work possible. It doesn’t need to be more complicated than that.

In order to achieve this, I strongly believe that nothing is more important to the three ‘legs of the stool’ (creative, strategy, and account leadership) than being cohesive, collaborative, and working together to nurture a strong creative culture in which everyone thrives. It sounds simple, but that takes hard work and committing to a shared ambition – which is what we have – and I have no doubt that we’re going to do this.

LBB> Building on this, how will you be helping the agency reach these aims in the months to come?

Dino> For me, it begins with setting a high bar – both strategically and creatively – and ensuring that we are always collectively focused on making great work. As CSO, that means bringing increased rigour to how we conduct research and uncover insights, and clarity to how we define client problems. It’s also about ensuring creativity is applied with purpose – to solve real business challenges in original, compelling ways.

My goal is to build the conditions for strong strategy to thrive: sharpening our tools, collaborating deeply with creative and account leadership, and being an indispensable partner to our clients as they navigate increasingly complex challenges.

Beyond the work itself, a big focus will be nurturing talent. I believe great people make great agencies, so we’ll be intentional about fostering a culture where our people feel energised, supported, and able to do the best work of their careers.

LBB> Thus far, what have the early days been like? With such big goals, how has the settling in process been gone?

Dino> The early days have been quite smooth. I’d already been collaborating with The Hive over the past couple of months, so I came in with a good degree of familiarity, having worked closely with the team on a number of projects.

I’ve also worked with Josie and a few others at the agency in the past, and this made the transition even easier. That level of trust and familiarity, combined with the calibre of talent assembled at The Hive, made the decision feel like a very natural next step.

As for the day-to-day, it’s actually been exactly what I love about this role: going deep into understanding our clients’ businesses, spending a lot of time with our account and creative teams, and helping shape the work with our very talented CCO’s Erin Wendel and Lauren McCrindle. All in all, I’ve been especially energised by the creative talent we’ve brought on at The Hive. It’s a very talented group, and it’s made me incredibly optimistic about what we’re building together.

LBB> You mentioned earlier that you’ve always been drawn to independent agencies – tell us more about this! As someone who has worked on the network side as well, what made this move appealing at this moment in your career?

Dino> The last few years have shown me the potential and unique power of independents when they get it right. There’s an agility, a leanness, and a focus that make them incredible places to do great work.

Being at an indie also means fewer moving parts, less bureaucracy, and more freedom to do what we believe in; I think it’s really that simple. Plus, we have the liberty to move quickly when our intuition and instinct tell us to.

However, not all independents are created equal. I wasn’t looking to wind down Chroma Strategies (my consultancy) to join just any indie – it needed to be the right choice. One with a strong creative ambition, talent, and – very importantly – a culture in which strategy can have a meaningful seat at the table. That was critical, and The Hive checked all those boxes. It was clear to me that there was a tight cohesion between departments, and a strong ambition to do great creative work. That’s the kind of energy I get excited about, and it’s the kind of place where I feel I can contribute in a very meaningful way.

LBB> With that in mind, where do you think The Hive’s place is within the local scene at the moment? And how does this influence the steps you’ll be taking in 2025?

Dino> There’s definitely a buzz around indie agencies in Toronto right now, and not just here, but across the industry more broadly. Simply put, it’s where a lot of the most exciting work and momentum seems to be coming from.

Over the last few years, we’ve seen a few new players do very well, which is of course great for the overall creative scene in Canada. But what’s important to remember is that The Hive isn’t new – we’ve been around for 30 years. That kind of track record is rare, especially for an independent.

What excites me is the opportunity to take The Hive’s legacy and build on it with fresh energy and ambition. The Hive is fiercely independent, and our place in the market reflects a balance that is somewhat unique: we have the experience and depth of a long-established shop, but paired with the ambition and agility that are driving the best independents. I think this balance will shape our next chapter. In 2025, our goal and ambition is simple: to be the best indie in the country. That means building on what has come before us, while pushing toward the future with even sharper thinking, bolder creative, and a renewed ambition.

LBB> Another thing you touched on earlier is that with this move, you’re working with Josie Daga again. What has the opportunity to reunite been like, and how will you be collaborating on these collective aims?

Dino> Reuniting with Josie has been great. We’ve worked together before, and there’s a baked-in trust and mutual respect between us that’s both rare and incredibly valuable. We tend to see eye-to-eye on most things, which is huge when you’re trying to move quickly and stay aligned.

Just as importantly, when we don’t see things in quite the same way, we’re able to have healthy, productive debates, which I think is essential. No ego, just a shared commitment to finding the best answer for the agency, the work, and ultimately, our clients.

That kind of relationship creates real cohesion and focus. It means we can move fast, stay aligned, and not get distracted from what matters: doing great work. Josie and I both believe deeply in what The Hive can become, and I’m confident that our partnership will be a big part of what gets us there.

LBB> Finally, moving back to you, is there anything fun you’d like to share with your new coworkers, or things they should know about you?

Dino> Well, outside of strategy, I’m usually very busy on my creative projects, especially music. I’ve got a few DJ gigs coming up in April, which I still love to do fairly regularly. My twin brother, Terry, and I just released a new 12-track album (we’ve been making music together for years, and we’re still at it). I’m always working on new music, so that’s consistently bubbling in the background.

When I’m not making music, I spend a lot of time behind a camera – particularly street photography. I’ve run a few workshops here, in New York, and in Berlin, and I’m planning on doing more of that now that the weather is getting better.

Strategy might be my day job, but I’m never too far from either a DJ booth, a studio, or a camera!