Toronto-based The Hive has appointed Neil McPhedran to the newly-created position of digital and consumer engagement vice-president. He will lead the agency's mobile commerce, social media and consumer interaction marketing initiatives. McPhedran was most recently co-founder of GreenShag.com and a principal at Digital Wallet Ventures. Prior to that, he spent six years as managing director of Tribal DDB Toronto. He has also worked at Palmer Jarvis and Big House Communications.