Ad agency Moroch, a franchise specialist for marketers such as Honda, McDonald’s, and Planet Fitness, has named Jaquie Hoyos chief media officer. 

Since joining Moroch as EVP/media services in 2020, Hoyos has revamped the agency’s approach to media by introducing ways to understand local culture more deeply and measure local business impact.  

Her innovations are credited with helping many clients successfully address disruptions caused by the pandemic and made media capabilities a top selling point for the agency.  

“The pandemic rendered many clients’ historical learnings irrelevant, so we had to rethink audiences and how we discover them,” said Hoyos. “That’s put media at the center of our strategic approach. Essentially, we’ve re-imagined media as a sales engine that runs on local culture.”  

For example, Hoyos and team recast Google Performance Max as a local platform before the national product was even out of beta testing and have turned it into a key capability for Moroch. That’s made for significant results for such clients as Midas and Planet Fitness, while the agency will be rolling it out for McDonald’s this year. 

Reasoning that great media often comes down to collaboration among talented people, Hoyos has also changed the culture at Moroch. Since joining the team, she helped restructure pay and benefits, launched a mentorship program, and reframed performance conversations to emphasize contribution and identify what motivates team members. As a result, knowledge sharing, testing and learning, and collaboration have increased dramatically. 

“Jaquie is boosting our performance and raising our inspiration rate,” said Moroch CEO Matt Powell. “She’s upgrading everything that goes into more successful media, from redefining the basis of getting local marketing right to revamping our team management.” 

Before joining Moroch, Hoyos was group head for brand media at The Richards Group, after rising through the media ranks at Publicis Groupe’s Mediavest. 

The 43-year-old Dallas-based agency also works with Six Flags, Chuck E. Cheese, Hounds Town and others.