• by Amy Corr  @MediaPostOTL, March 4, 2014

Daniel Ryback and Rich Schneider joined Starcom USA on the agency's Novartis account. Ryback serves as vice president/director overseeing the over-the-counter (OTC) businesses and Schneider is vice president/director managing the Alcon business. Both will be based out of Starcom's New York City office and will report to Lily Chakrabarty, senior vice president/director. Ryback joins Starcom from Zenith Media where he managed the strategic approach for multimedia campaigns for the Caesars Entertainment account. He started at Zenith in 2010 where he first led the Verizon FiOS business. Before joining Zenith, Ryback spent three years as an account director at Initiative working on the Bayer Consumer Care business where he developed and implemented communications plans for brands including Midol, Citracal, Alka-Seltzer and Alka-Seltzer Plus. Most recently, Schneider led strategic planning for the Novo Nordisk Diabetes franchise and the national advertising launch of Victoza at Direct Advantage. Prior to that, he led media planning at Mediacom for Bayer Consumer Healthcare's top selling analgesics brands, including Bayer Aspirin, Aleve, Midol and Vanquish.