True Media Canada is experiencing a growth surge and has brought on two senior industry veterans to augment its Toronto office. Claire Crombez has signed on as associate media director. She previously held senior posts at MediaCom, OMD Canada, and Starcom MediaVest Group. Sebastian Novak, formerly of AdParlour and Wavemaker, has joined the agency as senior media manager.

The new hires reflect True Media’s continuing new business growth since last year, including the win of NEO Financial, a Canadian Calgary-based tech company that reimagines the way people spend, save, and earn rewards. A national TV campaign for NEO was recently launched during the Toronto Raptors’ Kyle Lowrey return game, as part of an integrated multi-channel investment.

In addition to NEO, effective the beginning of April, True Media formed a strategic alliance with Ottawa’s Vector Media and now assumes all media buying and management services for Vector’s clients. That client roster includes the Arthritis Society, the Wilder Institute, and the Ontario Teachers Insurance Program (OTIP). Vector Media has shifted its sole focus to providing counsel in paid advertising strategy development.