Havas Media Group (HMG) Canada has expanded its capabilities in strategy and performance with the hire of two new VPs.

Elizabeth Lem (pictured above, left) has been hired as VP, managing director and head of MX development.

Havas MX (Media Experience) is HMG’s strategy-focused media planning system, built around tools that aim to keep the human insights in increasingly tech-reliant media plans. Lem’s mandate is to implement the methodology, which was first launched globally in 2019, across Canada.

Lem has over 15 years of experience in media, starting in direct response and digital, eventually carrying the measurable media mindset to her work at agencies including MediaCom and OMD. She has spent the last three-and-a-half years at m/Six, first as head of strategy before being named managing director in January.

Peter Papageorgiou, meanwhile has joined as VP, digital solutions and performance to lead the data team. He comes from CIBC, where he served as head of audiences, though he is not new to the agency world, having started his career in PHD’s digital department working on several client verticals.

Both new VPs report directly to Noah Vardon, who stepped into the role of president in June.