Toronto-based Allard Johnson Communications yesterday announced it has launched a new digital division, BabyRobot, that will focus on digital strategy, design and development. This includes mobile application development, augmented reality, digital point-of-sale, interactive digital display and experiential marketing.

‘It’s strictly a digital engagement group that will provide full services in areas of engagement,’ says Terry Johnson, CEO of Allard Johnson. The services of Allard Johnson, an agency of the MDC Partners network, still includes all media buying and placement, he tells MiC.

The new division, also based in Toronto, will be led by Cameron Wykes, formerly of Zig, DDB and Sympatico.ca, as managing partner, director of digital engagement. The agency hopes Wykes’ understanding of online culture and consumer behaviour in the online space will help clients better understand their target audiences and encourage campaign participation.

‘The future and the growth of digital innovation is something that all agencies are addressing. It’s something that we feel the need to continue to invest in that area and grow that segment of the market,’ says Johnson.