Deutsch/LA Recruits Wines as Media Director

LOS ANGELES Caleb Wines has been hired at Interpublic Group’s Deutsch/LA as senior vice president and group media director, confirmed Colleen Kelly, partner and director of media planning, to whom Wines will report.

Wines was at Omnicom Group’s TBWA\Chiat\Day as group director of strategy. “We looked all over the country and found him right next door,” Kelly said.

Wines was “running the Apple business” for the last seven years at TBWA\C\D, Playa del Rey, Calif. Before that, he worked on Mattel at WPP Group’s Ogilvy & Mather, Culver City, Calif.

Wines said he likes the “new challenges” of his assignment at Deutsch. “It’s a great category, combining travel and technology,” he said. “Apple was a challenger brand, and Expedia is the segment leader.”

“Deutsch is in good shape with its advertising for Expedia,” Wines said. “I look forward to helping with that momentum.”

Kelly said Wines’ hiring represents the agency’s commitment to Expedia. “We haven’t had anyone 100 percent dedicated to Expedia in the past,” she said, adding that since the Marina del Rey, Calif., agency landed the business in 1999, the account has more than tripled in size, prompting the shop to play catch-up. “Caleb has a great research background and he’s very analytical,” Kelly said, “And Expedia is looking into how targets are segmenting.”

Deutsch also made other hires in Kelly’s department: Danica Stefanini as media supervisor; Brandon Birkmeyer and Kirsten Burnett as media planners; Hannah Kim as assistant media planner; and Monika Miller as associate media planner.