BooneOakley Launches Media Unit

BOSTON Independent BooneOakley has launched a media department under Demian Brink, 34, who joins as a partner and media director at the Charlotte, N.C., shop.

Previously, Brink was vp, associate media director at The Martin Agency, an IPG operation in Richmond, Va., where he worked on BF Goodrich, Hanes, JP Morgan Chase, Nascar and Nick at Nite, among other accounts, as well as on new business. Prior to that, he held media positions at Fallon and Campbell-Mithun, both in Minneapolis.

“Why creative agencies have shed media duties over these last several years, just as the opportunities for creative use of media have exploded, is a mystery to me,” said cd David Oakley. “I’m tired of watching the red tape of dealing with an outside media shop strangle creative ideas. [Demian] understands the value of creative that influences media, and vice versa.”

Brink added, “Given the control consumers now have over their media experiences, the most brilliant brand message is fairly useless if it isn’t delivered in a relevant and engaging way.”

In a sense, the move mirrors the larger trend of rebundling services, the latest example being yesterday’s move by Publicis Groupe to form The Idea Factory by combining some staff and offerings from Leo Burnett, Digitas and Starcom Mediavest.

BooneOakley also works for Halo vacuums, Bloom supermarkets, Nascar, CarMax, HDNet, First Charter Bank and Visit Charlotte.