Justin Barocas, media planning director at Wieden + Kennedy, was promoted last week to media director. The new post recognizes his part in shap ing the department since arriving in New York in 1999.
The move formalizes his role as head of the office's $135 million, 10-person media department.
He reports to New York managing director Buz Sawyer, who said Barocas will get more involved in "general agency management and new business. He's demonstrated he's a true player and is now part of the senior management of the agency."
Barocas, 33, is taking on full media planning responsibilities for New York clients such as ESPN, Nike's Jordan brand, JetBlue Airways and the School of Visual Arts. He'll work closely with Tom Winner, global broad cast buying director for Wieden, New York, and its Portland, Ore., headquarters. Winner is also based in New York.
"We needed to have one person in charge of the media process here," Winner said. "This title acknowledges all Justin's hard work, enthu siasm and most important, his inexhaustible desire to combine creative and media."
For instance, last year, Winner said Wie den was one of the first shops to utilize LED displays on top of taxis for a client, namely ESPN. The ads included sports scores and a tune-in message for Sports Center.
Wieden's other media and creative clients include Nike and Amazon.com, for which Portland does the creative. Combined media buying for all clients is worth an estimated $350 million.
An eight-year veteran of the agency, Barocas started in Portland as a senior media planner.