Beyond Interactive Adds Digital Design, New Execs

WPP-owned MediaCom has undertaken what it calls a strategic realignment of Beyond Interactive, its digital marketing and media unit. Renamed Beyond Interaction, the agency has expanded its digital capabilities, traditionally focused on data and media services, to include digital design.

MediaCom said it has also better integrated Beyond’s digital services with its general client offerings and made six senior-level hires over the past nine months in digital strategy and analytics roles.

Founded as Beyond Interactive in 1995 and acquired by WPP-owned Grey Global Group in 1999, the firm was aligned with Grey media agency MediaCom in 2001. “We have always been a media and a data-centric organization,” said Beyond Interaction CEO Harvey Goldhersz. “We believe that if we can understand what’s driving results and contributing to success, we can be effective.”

New executives include Jon Winsell, who oversees capability development as managing partner and director of client services; Laura McFarlane, hired as managing partner and chief strategy officer; Srishti Gupta, who was named senior partner, media insights and analytics director; and Nick Zylick, partner and director of CRM. On the creative side, Tom Walker is senior partner and creative director and Jeff Malmad is senior partner of innovation, responsible for emerging media and mobile.

In addition to the hires, the realignment assigns clear reporting structures that more firmly establish Beyond Interaction as the digital arm of MediaCom.

The intention is that every MediaCom client will have the ability to integrate digital, said Goldhersz. “It’s our belief and expectation that Beyond will be a strong digital integration� for clients who want that service, and have digital as a standalone service for clients who want that service,” he said.

Beyond Interaction services include media planning, media buying, creative production, database marketing, mobile marketing, word of mouth, and strategic business consulting.