NEW YORK – December 13, 2013 – TBWA\Chiat\Day New York is restructuring and recruiting to its strategy team, solidifying digital at the heart of daily brand planning and building for future client needs.
The agency is focusing on further broadening the role of the strategist to include search, social and digital media proficiencies and to essentially, bridge traditional strategy and digital strategy, TBWA\Chiat\Day New York said in a press release.
The new team hires include:
Jared Cohen, Senior Digital Strategist, who brings with him client-side experience as Global Digital Manager for Samsung Electronics. Jared’s expertise lies in analytics, insight and inclusion. Jared is also known for his entrepreneurial vision that comes from his background in Internet radio content production.
Nicole Hering, Brand Strategist, formerly of digital agency 360i, was a strategist for Downy, Kraft Cheese and NBC Universal.
Dakota Green, Planner, was a former Strategist at Woods Witt Dealy & Sons where he helped start the department and worked across all of their clients (Hickory Farms, Duracell Powermat, Cheerwine, Jam Bluetooth Speaker, Le Mystere (bra), Cuddl Duds (leggings), and PURE Insurance.
Building on TBWA’s social community center are the following new recruits:
Gabriela Colletta, Social Community Manager on brands including Planter’s Mr Peanut and the Michelin Man. Gabriela moved from TBWA Worldwide where she worked at the heart of strategic thought leadership in the Disruption Works hub.
Darren Nesbitt, Social Community Manager, previously helmed community management at Avrett Free Ginsberg (&AFG) on accounts like Clear Eyes, Dramamin, BC Headache Powder and Just Bloom Box. Alongside Darren, Eri Miyagi and Marise Lim, from Pratt Institute, join as Designers.
The social community center will work closely with Chicago’s TBWA\Engage analytics and search team in the ongoing battle for brand behavior and social dialogue on a large-scale.
Ed Castillo, Head of Strategy, commented “We’re attracting planners for whom digital and technology are instincts, not reflections. We don’t want our process to require a digital strategic bolt-on.”
Aki Spicer, Director of Digital Strategy, added “The AOR’s role, today, demands high digital and social leadership, even when the client may have digital agencies in their mix. Terms like ‘content factory’ and ‘responsiveness’ and ‘always on’ have become daily asks in the boardroom, and we’re now armed to steward our brands and ideas through this new landscape.”
Castillo added: “We’re finding it important to install very strategic-minded people who can see the bigger brand picture, even as they may craft the tiny technicalities of tweets and pins. Getting it right in social is both an executional challenge (speed, accuracy, analytics) as well as a matter of creative finesse (voice, tone, brief alignment). We’re careful to get the right balance.”
