EastWest Creative in New York has appointed Cliff Medney director of concept development and Amy McPoland account director. Medney will develop strategies and concepts for EastWest's children's marketing initiatives and support West Coast clients. Previously, he was senior vice president of strategy and creative at Media Designs and founded Cliff Medney Enterprises, a concept development and marketing company. McPoland will be responsible for the Kraft brand assignments, as well as the agency's kids, sports and packaging initiatives. Prior to joining EastWest, she was director of brand marketing at MaMaMedia and senior product manager of marketing at Mattel Media, the online division of Mattel Inc.