In the past two years, Scarfi led the agency in partnership with Chairman Jonathan Nelson and Chuck Russo, chief development officer. Nelson was named CEO of Omnicom Digital last October, while Russo left the agency to join Corbett Accel Healthcare Group as chief experience officer in July 2009.
Scarfi, who joined the agency as its 40th employee in 1996, said she will focus on growing the agency’s analytics practice, as well as its predictive modeling capabilities.
“The more we can have data predict the outcome of consumer behavior and sales, the more it can inform us in the type of creative we work on for our clients to drive sales,” she said. “Marrying data from across the different digital platforms helps us be more proactive as marketers.”
Scarfi added that another goal is to grow the agency globally, in particular through aggressive expansion into Europe.