Caroline Breton (left) with Andrew Bulmer.

Caroline Breton has signed on with Active International as the managing director of a new independent media agency it plans to launch in Canada.

The to-be-named agency will launch in the spring, with Breton at the helm.

Breton most recently led a team of 80 across several global clients and new businesses as SVP and chief client officer at Dentsu’s Carat. She was responsible for the agency P&L while also managing client relationships at the senior level for Kraft, Subway, P&G, GoodLife and Manulife. Prior to Carat, she was SVP and regional media lead at Mindshare Canada, managing a team of 40 on the Ford and Lincoln Canada business.

Active International is a corporate trade and media company. It provides media planning and buying services, though its traditional area of expertise helping companies manage excess inventory and recover write-downs (which it largely provides in the form of funding media budgets). Across the 13 countries where it operates, it manages more than $1 billion in media buying annually.

Details about its new, dedicated media agency brand are being kept under wraps, at least for the time being.

“With some ambitious plans in the works, we knew Caroline was the right person to lead the development of an exciting new brand we are launching soon,” Andrew Bulmer, president and managing director of Active International Canada. “Her impressive track record and experience in the industry will be valuable assets for our team and our partners.”

“It’s an honour to join Active International’s team and I’m looking forward to this opportunity to develop and shape a new innovative Canadian media brand from the ground up,” Breton added. “Active’s reputation and award-winning culture was a huge draw for me.”