In February, media agency veteran Sasha Savic was named to the dual role of US CEO Attivo and CEO Attivo Media.  

Now the firm has unveiled the new media network that Savic has developed and will now oversee. 

The media network is called Salar Labs, which will operate as a distinct entity within Attivo Group. According to the company it will serve as an engine for the entire Attivo ecosystem, elevating audience-first strategy and real-time optimization across all brand touchpoints—including creative, PR, and social media—for partner agencies Hill Holliday and DNY. 

Early users of the network, based in New York, are urgent are chain CityMD and Chamberlain University—billed as the largest nursing school in the United States. 

Attivo, based in New Zealand, acquired Interpublic agencies Hill Holliday and DNY (FKA Deutsch New York) two-plus years ago. Since the acquisitions it has expanded its U.S.-focused data, tech and consultancy services. 

The media network takes its name from the consultancy that Savic ran before joining Attivo.  He initially founded Salar in 2023 as a marketing automation consultancy to help brands rebuild legacy workflows. Salar means “leaper,” in Latin, and is meant to reflect the idea of navigating complex, shifting market currents.  

"There is a powerful argument to be made for putting media first," said Savic. "The old model of developing creative in a vacuum and treating media, PR, or social as an afterthought is too slow for today's market. By placing advanced media strategy and audience optimization tools at the beginning of the creative process, we ensure that work .... commands the narrative. Media shouldn't just distribute a creative idea, it should drive it, directing exactly where, when, and how a campaign will achieve maximum impact."