After a short-lived career in publishing, former Newsweek Daily Beast Co. Baba Shetty is headed back to agency life in Boston. He's been tapped to serve as chief strategy and media officer at Publicis Groupe's DigitasLBI.
It's the same title he held at Interpublic Group of Cos.' Hill Holiday prior to joining Newsweek.
Newsweek said in June that Mr. Shetty was leaving after just nine months on the job. In that time he was tasked with an ambitious redesign of the magazine's website that rolled out in May. The company subsequently put the website on the block.
For Digitas, the hire comes as it is building out its media capability, increasingly handling not just digital creative or media, but full-scale media buying and planning responsibilities for clients such as Lenovo and Motorola.
"Baba is a brilliant brand and digital strategist with 25 years of industry expertise and a proven track record of innovation in both the agency and publishing worlds," said Tony Weisman, CEO of DigitasLBI North America, in a statement confirming the hire. "Baba is uniquely qualified to accelerate Digitas' growing media capability to a unparalleled competitive advantage, creating truly real-time marketing and story-telling. We're delighted to welcome him onboard."
Mr. Shetty will report to Mr. Weisman. As part of his new responsibilities, he'll also oversee BrandLive, Digitas' effort to use a "newsroom" approach to generate branded content for clients.