When we usually hear the word “restructuring,” we figure the worst (yeah, we can be cynical/pessimists) in terms of staffing issues, but we’ve been told that is fortunately not the case at TBWA\Chiat\Day New York, which has overhauled its strategy team. The move includes a slew of new hires of Samsung alum Jared Cohen as senior digital strategist, 360i alum Nicole Hering as digital strategist and Dakota Green, ex-strategist at Woods Witt Dealy & Sons as a planner.
Omnicom-owned Chiat NY head of strategy Ed Castillo says, “We’re finding it important to install very strategic-minded people who can see the bigger brand picture, even as they may craft the tiny technicalities of tweets and pins. Getting it right in social is both an executional challenge (speed, accuracy, analytics) as well as a matter of creative finesse (voice, tone, brief alignment). We’re careful to get the right balance.”