-By Eleftheria Parpis

NEW YORK Amy Sheil, former director of media at Fallon, Minneapolis, has joined Crispin Porter + Bogusky as co-director of the agency's media department, which has been rebranded analytics and message planning. Sheil, who began working at the agency's Boulder, Colo., office today, oversees the department with current director Jim Poh.

"The sheer amount of available choices makes today's media landscape more complex than ever before. Our jobs require a sharper focus on the metrics and far greater creativity in acting upon them," said Poh in a statement.

By restructuring the department -- which was first known as the media group and then the creative content distribution unit -- and bringing in Sheil, "We are able to strengthen our offering in both these critical areas [metrics and creativity]," he said.

While at Fallon, Sheil was responsible for planning and buying on accounts including Lee Jeans, NBC Universal and the Sci-Fi and Bravo networks. Prior to Fallon, she was associate media director at BBDO and Cramer-Krasselt.

Replacing Sheil on an interim basis is media services director Keith Faust.

Sheil was at Fallon just under five years, joining the shop as a group media director and promoted to media director last year.

Of the move to Crispin, she said: "I had a great time at Fallon and love and respect the work they do. Crispin is an agency of the same ilk. It's a bundled agency whose birthright is its creativity."