Shetty Leads Hill Holliday Strategy Group

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Following on the heels of other advertising/media agencies merging functions, Boston-based Hill Holliday said it would combine brand planning, media, and content into one integrated strategy group.

Hill Holliday veteran executive Baba Shetty, who had headed up the agency's digital operations, has been named to a new position: chief strategy officer.

"This structure formalizes what's already been working for us," stated Karen Kaplan, president of Hill Holliday. "Rather than disconnected islands of insight, we've hard-wired together all strategic disciplines to bring clients the thinking that drives success in the modern media and business landscape."

Shetty says the agency has been informally doing much of this for the last eight months.

"We've had great success at Hill Holliday by tapping media and content as strategic disciplines focused on consumer behavior and response," Shetty noted, by tightly "linking those disciplines to the insights that great brand planning can generate."

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Kaplan says Shetty and agency Chief Creative Officer Lance Jensen will be leading much of these efforts going forward.

For the past five years, Shetty was the most senior executive for media and digital at Hill Holliday. He worked on the Bank of America, Liberty Mutual, Dunkin' Donuts and TJX Corp. accounts. Before coming to the agency, Shetty was managing director at Fallon Worldwide and a research director at Forrester Research. He also had an eight-year stint at BMW.

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