Omnicom Group's Porter Novelli has brought on one of Yahoo's senior marketing execs as it aims to renew its digital offering.
Joe Shantz, former director of marketing insights at Yahoo, has joined the firm in the role of senior VP-digital analytics.
It's a move that indicates Porter Novelli is seeking a fresh start and new perspective after a wave of departures by senior leaders, including the firm's CEO, chief financial officer, chief marketing officer and global president. After all, Mr. Shantz isn't your typical PR agency hire: At Yahoo, he was responsible for channel optimization, including email, online, TV and radio. Before that he spent two years with MySpace as director, analytics, overseeing search marketing and optimization, as well as email.
He has had some agency experience though, and at Omnicom. Mr. Shantz earlier in his career held research positions at media agency PHD and ad giant BBDO. He also served as director of digital-media research at Turner Broadcasting, according to his LinkedIn profile.
According to a statement announcing his new role, he'll be responsible for identifying and creating new digital tools and channels for audience engagement and analysis. He will report to Karen Van Bergen, senior partner and managing director of Porter Novelli's New York office.
Said Ms. Van Bergen in a statement, "With digital analytics taking an even larger role in communications programming, Joe's ability to translate 'big data' into 'big ideas' will drive new perspectives and new opportunities for clients."
The firm's recent CMO, Michael Goldberg, had also joined the industry from the ad space, but he left the PR firm to rejoin the ad industry in a position at Deutsch after just months on the job. It's understood that Porter Novelli is still conducting a search for a number of its top spots.