Jeff Liang is the new chief digital officer at Assembly, replacing Alan Smith, who had joined the MDC Partners' media network last March.
Liang was previously svp, media lead at Starcom Mediavest Group, where he developed the Publicis agency's capabilities in audience buying, programmatic, biddable media, data and emerging technology. He also led the team that created the Samsung 'selfies' integration stunt on the 2014 Oscars broadcast, where host Ellen DeGeneres played with a Samsung phone and handed a Galaxy Note 3 to actor Bradley Cooper so he could take a selfie of himself and other stars including Brad Pitt, Meryl Street, Kevin Spacey and Jennifer Lawrence surrounding the show's host.
In addition to SMG, Liang has logged in 16 years at MDC media competitors including PHD, Universal McCann, Mindshare Interaction, Avenue A/Razorfish and Omnicom Worldwide. At Assembly he'll oversee the agency's staff of 100 and report to Martin Cass, the CEO of both Assembly and MDC Media Partners who was formerly president of Carat USA.
Cass praised Liang's vision and skills, saying the executive will continue to build out Assembly as a provider of "best-in-class" digital resources and ensure the agency's partners are integrated into those offerings.
Last year was Assembly's first full year in its current formation, having been created in 2014 from MDC media entities TargetCast, RJ Palmer, Doner Media and IMS (Integrated Media Solutions).The agency, headquartered in New York, currently works for clients like Expedia, Arby's, Autotrader.com, The UPS Store, AMC, Timberland, Truth, 1-800 Contacts, FOX Sports, and Vans. It has a staff of 450 people with offices in five North American markets.