TrueAction, the digital marketing services unit of GSI Commerce, this week appointed Stuart Bogaty as its new vice president of interactive marketing services. Most recently, Bogaty served as EVP and global managing partner at Universal McCann, where he was responsible for driving all North American digital media for Johnson & Johnson.

At TrueAction -- known as GSI Interactive until earlier this month -- Bogaty will focus on executing new media opportunities to drive incremental revenue for clients. In addition, he will oversee the development of clients' media plans, as well as build and manage new and existing New York relationships.

"His focus in social media and role in digital marketing makes him an invaluable resource," Nick Pahade, president of TrueAction, said of Bogaty. "Stuart has a long track record of building great brands."

Bogaty is reporting directly to Pahade, who made news over a year ago when he left Publicis to run what was then known as GSI Interactive.

The agency was initially formed in 2006 to expand GSI's capabilities and services to include media, strategy and creative for its clients, which include marketers such as the NHL, the NFL, Toys R Us, Timberland, Charlotte Russe, Dick's Sporting Goods, Sports Authority, Calvin Klein, RadioShack, and Kate Spade.

"TrueAction is a new breed of agency that behaves like a client side resource with a singular focus on driving results," said Bogaty.

Based on revenues, TrueAction now ranks as one of the top 10 interactive ad agencies, yet few on Madison Avenue have ever heard of its previous name, GSI Interactive, because its business model has remained below the radar of higher-profile digital shops.

Prior to Universal McCann, Bogaty held key senior management positions at other companies within WPP, including OgilvyOne, mOne, and neo@ogilvy. At mOne, Bogaty was credited with starting its search engine marketing practice.

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