Former Sega and Sony exec Richard Freedhoff has joined Reason Partners as executive vice president, account management and business development.

The hire aims at bolstering the hybrid traditional and digital advertising agency’s new media, social media and gaming expertise.

“Richard has extensive consumer marketing experience and deep expertise in digital platforms. We’re looking forward to breaking new ground for our clients as we help them achieve not just increased awareness for their products but measurable bottom-line results,” Peter Holmes, Reason Partners president and creative director, said Thursday.

Before now jumping to the agency side of the business at Toronto-based Reason Partners, Freedhoff helped launch Sega’s Canadian arm as director of sales, and later held the same post for Sony Computer Entertainment of Canada, where he helped launch the Playstation.

He was also chief operating officer at Hip Interactive, the video game marketer.