Interactive marketing agency R/GA, New York, will now offer media buying in addition to the strategic and media planning services it currently delivers.
The development is designed to support the R/GA Universal Planning model uniting all planning decisions under one roof. The agency’s media planners and buyers are integrated into client teams that include creative directors, technologists and strategic planners.
R/GA said this integrated approach will also help the agency offer both paid media such as online advertising and search marketing, as well as non-paid ploys including word of mouth, relationship marketing efforts and buzz-building.
To support this expansion, the agency hired Joy Lin as media director, a new position responsible for managing daily online media planning and buying. She is charged with creating programs that include search marketing, mobile advertising, rich media display ads and content partnerships.
Ms. Lin previously worked as media director of Agency.com’s New York office. She was in charge of developing brand awareness and direct response campaigns for clients such as Fisher-Price, Choice Hotels and The Discovery Channel.
In her new job Ms. Lin reports to Ken O’Donnell, R/GA’s group media director.
A unit of agency holding giant Interpublic Group of Companies Inc., New York, R/GA handles interactive marketing for clients such as Nokia, Subaru, Verizon, Nestle Purina PetCare, Avaya and L’Oreal Paris. The agency was launched in 1977.