Mr. Novenstern was executive vice president of sales and marketing for Sportvision, a TV technology company, and had been a longtime major sports buyer for Omnicom Group's BBDO Worldwide, New York, for clients such as Pepsi-Cola Co., Visa USA and Federal Express.
The media department at Deutsch does all media buying and planning for clients Mitsubishi, Snapple, Revlon and Expedia.com. Peter Gardiner, executive vice president and media director, is in charge of the department.
Mr. Novenstern will also work with the unit called Initiative at Deutsch.
"The unit was set up to make buys in the upfront," Mr. Novenstern said. "It is in existence when we need it to be in existence for the benefit of our clients."