Strategic marketing agency 62Above named Brad Ficek to a newly created post: director of digital activation.

Ficek will lead the agency's digital advertising efforts, driving advanced analytical and in-house programmatic capabilities for clients. 

Ficek reports to vice president of media Jennifer Bollman.

“It is imperative that we ensure our clients pay for valuable, engaging impressions now and when the cookie-pocalypse finally happens,” Ficek said. He added the team will “activate a tech stack that allows us to fight fraud, reach real people and push how we measure true behavior change.”

An 18-year ad vet, Ficek previously led paid media efforts at Vail Resorts. He also led media for national clients Hotels.com and Fruit of the Loom at Crispin, Porter & Bogusky.

The San Diego-based 62ABOVE primarily works with clients in the travel, tourism and hospitality industries. Client work includes See Monterey, Caesar’s Entertainment, Curio Collection Hotels by Hilton and Qualcomm.