Isobar Canada has created a new executive role within the agency and selected former Citi Cards Canada executive Matt Carter to fill it.

As SVP and managing director of the Aegis Media agency, Carter will oversee Isobar’s 40-person team and work with clients of sister agencies Carat and Vizeum to ‘drive convergence,’ Aegis Media Canada CEO Jacques Dorion tells MiC.

‘We chose Matt because he’s a natural leader, he’s very client service driven, accountable and he’s a specialist to build the bridge between digital and traditional media for all Aegis clients,’ Dorion says.

Previously, Carter was VP of e-business at Citi Cards Canada, a division of Citigroup. He also co-founded Sonic Boom Creative Media, a Toronto-based digital media agency.

Isobar Canada clients include P&G, Citigroup, Mattel, Suzuki and McCain.