Home  › Media › Media Buying
barbara-cipolla

Barbara Cipolla to Spearhead Growth at Digitas

  |  June 15, 2011   |  Comments

She replaces Liz Ross, who moved to Mediabrands Ventures in January.

barbara-cipollaDigitas has hired media industry veteran Barbara Cipolla as executive vice president and chief growth officer. She'll lead business development efforts for Digitas USA, a member of Publicis Groupe's VivaKi, reporting to CMO Seth Solomons. She replaces Liz Ross, who moved to Mediabrands Ventures in January.

Cipolla thinks that Digitas' combination of creative assets, analytics, media and CRM positions the agency to not only provide vision but also the capabilities clients need to get consumers to take action.

"One of the biggest challenges is confusion, and our job is to bring some clarity and vision and real accountability," she told ClickZ.com. "We have all the pieces to do it, and no one else is talking about it in the same way."

Cipolla aims to expand existing client relationships and go after new clients in categories like travel, hospitality and telecom where the agency already has expertise. In May, Digitas was named digital agency of record for Chili's.

Expanding client relationships doesn't necessarily mean attempting to consolidate more of their business, Cipolla said, but rather "taking a stronger position. We'd look to provide more leadership and a deeper relationship with clients." She noted that Digitas has won more than 60 percent of pitches in the past year.

Cipolla joined Omnicom's OMD Worldwide as chief marketing officer in October 2009, after two years as president of MediaCom. Her 20 years of experience includes high-level jobs at Mediaedge:cia, Ingalls Advertising, and Arnold Communications Worldwide.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...