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The Local Collective Expands Leadership Team with Laura Noseworthy and Omar Morson

12/09/2022
Advertising Agency
Toronto, Canada
168
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Laura takes on role of vice president, client services, while Omar joins as creative director, head of design

Creative agency The Local Collective today announces the expansion of its leadership team with a pair of key hires. Laura Noseworthy enters its ranks as vice president, client services, while Omar Morson joins as creative director, head of design.

Laura has held senior roles at boutique agencies for most of her career, along with marketing and communications positions in government, publishing, and the arts. She has led both account and creative teams to produce award-winning work for brands across North America and across a broad range of sectors, including highly regulated spaces such as cannabis, healthcare and energy. Whether it’s leading a national campaign, handling a complex digital project, managing stakeholder relations, or building a brand from the ground up, Laura has a unique ability to seamlessly blend process with creativity to achieve results that matter.

In the year ahead, Laura is particularly excited to contribute to The Local Collective’s evolution in a multifaceted context - growing as people, growing the team and their reach, and growing the cultural influence of their client partners.

Laura Noseworthy comments: “The appeal in joining The Local Collective is rooted in their people and perspective. Matt and Kaitlin have been in my orbit for years. They’re great people leaders, business leaders, and partners to their clients - it shows in everything they do. Their ethos of using local insights to create cultural influence is not only unique, compelling, and ultimately effective, but it also is something I can personally contribute to, having roots in both the east and west coast. This approach makes the work more people-focused, the connection to community tighter, and the outcomes more meaningful.”

Omar, meanwhile, has over 20 years of industry experience, performing in leadership roles at a wide array of some of Canada’s finest design, advertising, and branding firms. Bringing a diverse and awarded design pedigree to each project, ranging from branding to packaging and local to global campaigns, he has worked with such notable brands as Mini, Budweiser, Kraft, Hard Rock, Corona, and Samsung.

With over sixty design awards under his belt as a key team member and as a solo designer, Omar has also led design departments to international recognition.

Now at The Local Collective, Omar looks forward to creating top-tier work with clients who are partners in the process, while also having the opportunity to fully expand the team’s creative capabilities.

Omar Morson comments: “When I met Kaitlin and Matt over a year ago, I encountered rare people who were genuine to a fault and shared a passion for creative awesomeness. They’re willing to have uncomfortable conversations, defend the approach, and celebrate the work. You’d hang out with them, because you’re free to be yourself. Individual voices and opinions are encouraged to develop a good idea into something truly special. There’s no elaborate corporate mantra, awkward shareholder-driven mission statements, or soulless data analytics-influenced solutions. Creativity is it, and clients partner with them because of their honest and open approach to making something that over delivers. It’s a no brainer.”

Matt Litzinger, co-founder and chief creative officer of The Local Collective, comments: “Laura and Omar are the perfect fit for The Local Collective because they’re just great humans! They’re talented, driven, entrepreneurial, but as we were looking to expand our leadership team, we also wanted to find people we liked and admired. Fun, smart, silly, kind. So much focus has been put on agency culture and how to re-establish it in the new post-covid environment - to us, the best way to maintain culture is to surround yourselves with people you think are great. The rest takes care of itself.”

Kaitlin Doherty, co-founder and president of The Local Collective, adds: “Expanding our leadership team with these hires is key at a time of organic growth and new business wins. This will help us serve our existing business needs with continued creativity and passion, while also focusing on new opportunities. We've been very deliberate about our growth, and have always believed that the quality of our relationships and work should be the driving force behind it. We have about a 70% average of award-winning work produced on all our client partners' businesses - that doesn't happen if you're focused just on size. We intend to continue this process: growth through the quality, not through the quantity.”

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