FCB Vet Given New Media Post

FCB Worldwide has created a new position, director of service brand media planning, and has appointed an 18-year FCB veteran to the slot to capitalize on new media opportunities for clients.
Tyler Schaeffer, 41, most recently senior vice president, group media director, was named to the position, reporting to Ellen Oppenheim, senior vice president, media director at the New York office.
FCB created the position because there are “more media choices out there for clients and target audiences,” Schaeffer said. “Clients are continually demanding increased effectiveness and increased accountability in their media spending.”
Using the shop’s proprietary tools, which measure how consumers interact with client products through various media, and forecast product and media trends, Schaeffer said he will create more efficient interaction between FCB’s media planning and strategic planning departments.
Schaeffer, who has a staff of 10, will continue working on such accounts as Lucent Technologies, AT&T, Chase Manhattan Bank and the Jamaica Tourist Board, among other clients.
–Kathleen Sampey