Earlier this year, MediaVest launched a video investment and activation (VIA) division to plan and buy video ads, whether online, on video on demand or on TV. Print and out-of-home now will be placed alongside video underneath the investment and activation umbrella. The structure will allow the agency to plan and buy traditional and emerging media without silos.
In a statement, Laura Desmond, CEO of the Starcom MediaVest Group, said the integration will provide clear benefits. "It enables best practice sharing across media. With the consumer firmly at the center, we are quickly moving away from the commodity of traditional buying and aligning resources against a behavior-focused approach to investment, which is both strategic and quantifiable."
The integration means Donna Speciale will move from her position as president-VIA to president-investment and activation, with the heads of video, print and out-of-home all reporting to her. Christine Merrifield will be promoted to senior VP-director of VIA and operations. Anne Elkins will step into Ms. Merrifield's previous position as group director at MediaVest.