Cossette Media has promoted Adriana Novoa to VP of responsible media solutions as it continues its investment in developing new, sustainable solutions.

Working with Brian Cuddy, SVP of responsible media solutions, Novoa will work on a a national mandate to bring the agency’s “Make Media Matter” mission to bear across its offices in Canada and its portfolio of clients.

Cossette launched its Responsible Media Solutions group in September, with Cuddy promoted to a new SVP role to establish and oversee it. Its mandate is to support innovation, product development and partnerships that will create positive and sustainable outcomes for advertisers, media owners and society at large.

Cuddy says Novoa’s promotion “helps us further our investment and commitment” to responsible media.

Based in the agency’s Montreal office, Novoa has been with Cossette Media for more than 11 years, most recently as an account director and business lead on the agency’s Government of Canada and Elections Canada accounts.

Axel Dumont, president of Cossette Media, says her experience on those accounts “combined with her passion for responsible media will make the perfect complement to Brian’s leadership and will allow us to continue the momentum we’ve built in this area.” In particular, the agency pointed to “unique expertise” Novoa has been able to develop in responsible media strategy, product, operations and measurement.