"Craig's talent as a global brand strategist and extensive experience working with some of the world's largest brands will be a tremendous asset to Fazer as we enter our next chapter of growth," said Irwin in a statement. "With Craig now alongside our executive team, we're poised to not only shape a brand's trajectory, but ensure hyper-relevance and growth."
"I knew my next move after leaving the big agency world needed to be with a shop with a strong, visionary founder, and that's Todd Irwin," said Bagno in a statement. "Founder-led firms care deeply about the product and aren't beholden to big agency constraints."
Bagno will work to expand the firm's service offerings, centered around a methodology of "de-positioning" to enable major brands to achieve business outcomes, according to the agency.
At Fazer, Bagno will work with Irwin to broaden and strengthen the firm's unique de-positioning framework, a proprietary strategic approach. The agency stated that de-positioning forges brand strategies that solve customer pain points through a fully integrated approach that threads through every stage of the marketing funnel.
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