Toronto-based full-service agency Fuse Create is adding integrated media capabilities to its repertoire, having hired Luke Moore as its first vice-president and managing director of of media.

Moore arrives from full-service Toronto agency Cundari, where he was EVP and general manager of operations and media. He has served in several media and business development executive roles at shops since 1997.

Fuse Create has had a digital media operation for the last three years, but Moore is charged with building a team that can offer broader planning and integrated media services — both for new and existing clients. The agency currently works with Sony Pictures Canada, CIBC and Ricola, among others.

“These days, the planning side of the equation is getting more important,” Moore says. “If you get it right strategically, you can really drive client business. So much of the rest of the media business has become commoditized.”

Fuse Create has partnered its growing media services with its FiQ business intelligence desk and its shopper marketing service. Moore says he has been designing a data-driven planning tool for some time, and FiQ’s suite of measurement and reporting tools and the agency’s overall digital expertise makes it an ideal place to make it a reality, he says.