Woolmington Heads Media Kitchen

Paul Woolmington, who has been consulting at Kirshenbaum Bond & Partners for nearly six months, has made his role at the New York agency official. The 39-year-old former vice chairman and chief strategic officer at Young & Rubicam’s The Media Edge will become chairman and CEO of a joint venture with KB&P called Media Kitchen. “It’s a classical case of consulting to decide what to do next with [KB&P’s] media product,” said Woolmington. “It proved to be too compelling an opportunity to pass up. All the star signs were in alignment.”

The privately-held company, which initially will be housed in KB&P headquarters, will open with 60 staffers and $450 million in billings from KB&P clients like Wyndham Hotels & Resorts, Credit Suisse First Boston, Revlon, among others. It will offer clients media planning and buying, consulting, media management and “econometrics” or accountability metrics. “We want to create a new battleground that leverages creative thinking rather than CPM,” said Woolmington, who stressed that the company would use media-neutral practices.

With its own P&L, Media Kitchen will pitch business independent of KB&P and plans to partner with other U.S. and international creative agencies, primarily mid-sized shops that want to beef up their media capabilities, Woolmington said. The venture also may approach media buying firms for spot-buying projects. In the past, the agency has paired with CIA Medianetwork.

Woolmington left TME in January for what he described at the time as “a significant job at an existing operation” (Adweek, Jan. 15). Before TME, he was worldwide media director at Ammirati Puris Lintas.

KB&P has spun off various parts of its operations in the past: a year ago, it formed Dotglu by combining its digital-and direct-marketing arms, and in February, it launched Lime, a public relations company.