MDC Partners has launched a new out-of-home unit called EnPlay-Environmental Display and hired well-regarded OOH veteran Connie Garrido to run it.
The senior team also includes managing partners Lauren Barbara and Melissa Lerner.
The new operation currently works with MDC clients, such as AMC Networks, Amazon’s Audible, Arby's Restaurants, Timberland and Vans.
The company is positioning itself as “legacy free,” using the newest technology in partnership with firms like Vistar Media so that brands can zero in on specific audiences versus impressions.
Martin Cass, CEO of MDC Media Partners, the holding company’s media management arm, said: "Connie, Lauren, and Melissa have long been pioneers in the space. They have proven track records, and are trusted by clients and media owners alike. They are perfectly aligned with our vision of putting technology and transparency at the heart of business."
Added Garrido, who was previously CEO at both Posterscope and Mindshare’s Wow Factory, added: "There is huge investment in technology and mobile integrations being made by out-of-home media owners. We believe the industry is ready for a new model agency that fuses the best of this innovation with compensation transparency so clients can be confident they're receiving the maximum value from their OOH investments."
Barbara and Lerner worked with Garrido at both the Wow Factory and Posterscope.