• by Steve McClellan  @mp_mcclellan, February 13, 2012

Ad shop Gyro has named media agency veteran Richard Lefkowitz to the new position of connection planning director for the agency’s North American operations.

Lefkowitz, based in New York, will lead the full-service shop’s media practice in North America and work closely with the shop’s new business team.

He reports to agency CEO and Chief Creative Officer Christoph Becker. Commenting on the appointment, Becker called media "front and center in the creative process," adding that Lefkowitz "understands how to maneuver with the ever-changing media channels.”

Prior to joining Gyro, Lefkowitz was an independent media consultant. He worked with New York agency DiGo on several new media pitches. Separately, he assisted several clients with their agency search efforts.

Earlier, Lefkowitz was a New York-based managing partner and media director with Cossette Communications, the Canadian ad shop. In 2001, the Quebec-based agency purchased the media agency Post & Partners, which Lefkowitz co-founded. He remained with Cossette through 2007 before forming his consultancy.

Previously, he served as executive vice president with TBWA, overseeing accounts including Absolut, AOL and Bridgestone.

Gyro’s U.S. media clients include Ryder Trucks and Lincoln Financial. The shop won the Lincoln account last July, and six weeks ago kicked off a new $20 million campaign for the client. It includes Lincoln’s new tagline “You’re in Charge,” which keys off the digital era’s shift toward greater consumer empowerment. The new campaign includes TV and radio spots as well as print and online ads.