Brescia Shifts Gears

LOS ANGELES–Some media agencies have responded to 21st-century challenges, such as cross-platform selling and convergence, by creating committees or divisions. Creative Media, however, has created a new position and reached outside the media community to fill it.

Anthony Brescia, formerly executive group director at Omnicom’s Merkley Newman Harty in New York, has joined sister shop Creative Media in New York as evp/chief marketing officer. He reports to president and CEO Mickey Marks.

Brescia, 49, shares the title with executives at other ad agencies, such as Arnold, Fallon and Leo Burnett. But it is rare for a media shop to have a chief marketing officer.

Moreover, most shops’ marketing-officer job descriptions emphasize business development. While that is part of Brescia’s function, his chief role is to keep the agency’s media strategies integrated and consistent.

“It’s becoming more and more about the deal, cost-effectiveness, integration, clout in the marketplace and [how] to surround the customer with our message,” said Brescia. “What we want to do here is enhance the strategic link between creative execution and media execution.”

“This is the natural evolution of media,” said Marks. “What we’re saying is now everything needs to be working together according to an overall strategy, and that is the role of a chief marketing officer.”

At Merkley, Brescia worked on Citigroup, BellSouth and Travelers Insurance. Before that, he spent 14 years at BBDO working on Campbell’s soup, General Electric, Gillette and other blue-chip accounts.