Digitas has hired former Newsweek Daily Beast CEO Baba Shetty as its chief strategy and media officer for North America.
Shetty left NewsBeast in June, after less than a year. There, he helped oversee the storied magazine's transition into a digital format. Prior to joining the media brand, he worked as chief strategy and media officer at Interpublic Group's Hill Holliday in Boston.
At Publicis Groupe's Digitas, he'll report to North American CEO Tony Weisman, who took the agency's reins earlier this year, following its merger outside the U.S. with LBi. Based in Boston, Shetty will oversee the agency's media, content and social disciplines.
“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 Weisman in a statement. “Baba is uniquely qualified to accelerate Digitas’ growing media capability to an unparalleled competitive advantage, creating truly real-time marketing and story-telling. We’re delighted to welcome him onboard.”