Independent agency Society, etc. has been growing its ranks in response to business growth over the last year.

Leading the new hires is Matt Iannacci, who joined the account lead of the agency’s Maple Leaf Sports & Entertainment business this month. Society, etc. first won digital buying duties for MLSE in 2019 and has since worked with the company across other paid media channels.

Iannacci joins from Beacon Media Group, where he was social media marketing manager.

Other hires Society, etc. has made since December include account lead Jonathan Solnicki (coming off stints at Sidi.io and FlipGive), as well as account specialists Stephanie Valentine, Neeki Jafari, Alexander De Sousa and Willow Henderson.

Agency president Mike Sharma attributes the hires to its business growth over the last year. On top of its growing MLSE work, new additions to Society, etc.’s client roster include snack bar brand Love Good Fats, crypto exchange Coinberry, footwear brand Manitobah Mukluks and a DTC assignment for Tetley. Last year, it also added assignment for U.S. retailer West Marine and Canada Basketball.