LOS ANGELES Karen Polsky started yesterday at Universal McCann, the Interpublic Group's media agency for McCann-Erickson WorldGroup, as senior vice president and managing director.
Polsky, 35, had been a freelance "communications architect" for the San Francisco agency, among others, in the year since she left TBWA\Chiat\Day, also in San Francisco, where she worked as a managing partner and media director since 1998, overseeing media billings of over $200 million. She replaces Allison Fowler and reports to Rob Kabus, executive vice president and director of strategic planning at McCann-Erickson, San Francisco.
Polsky said her communications specialty starts with the realization that "advertising media is only one way of connecting consumers and a brand…Communications architecture is about discovering the touch points that drive you through the door." Those touch points include paid and nonpaid methods, she pointed out.
"What I was starting to explore at Chiat as an agent-for-hire was the question of how you sequence all of the opportunities for communications, from the TV commercial to the bumper sticker, shopping bag or the magazine article," said Polsky, "then find a way to quantify that, identify the correct strategy and prove that it works."
Polsky first worked at Universal McCann on a new-business review for Mattel last year. The media services arm's clients include Microsoft, AMD, Del Monte, KNTV and California Table Grapes.