Brand loyalty is the bread and butter of digital marketing agency Fuel Youth, and with that in mind, Chris Greenfield has re-joined the L.A. and Ottawa-based company as president following a decade-long hiatus from parentco Fuel Industries.

Working out of the company’s Ottawa studio, Greenfield will lead the US$20-million agency with a sharpened focus on digital delivery of gamification, education, new platforms for kids entertainment and loyalty programs for brands.

Since his departure from the company in 2005, Greenfield held roles at Toronto-based Downtown Partners (which closed its doors in 2008) and Canadian research firm IpsosAsi.

His return to Fuel, whose clients include Mattel, Hasbro and McDonald’s, will also mark a greater devotion to the agency’s brand retention programs as well as web and mobile technology platforms, among other things.

Fuel Industries launched Fuel Youth in 2012  in an effort to evolve its brand and business focus around kids, tweens, teens and young adults.