Makovsky ramps up digital practice

NEW YORK: Makovsky & Co. appointed Reginald Christian and Daniel Scholz to the newly created roles of VP and digital creative director, and director of digital media, respectively.

NEW YORK: Makovsky & Co. appointed Reginald Christian and Daniel Scholz to the newly created roles of VP and digital creative director, and director of digital media, respectively.

Both Christian and Scholz will work as strategic counselors for clients in the agency's areas of financial and professional services, health, technology, and energy, said Timothy Kane EVP, practice leader, branding and digital marketing.

“We find that the importance of digital media to public relations is growing all the time,” he added. “We want to make sure the expertise is spread throughout the staff. We want to have some specialists in here to really bring strength to the programs that we're developing.”

Makovsky's digital practice most recently completed a repositioning of the Ambrose Employer Group brand and the launch of its website.

Kane said all areas are growing in the digital space, but in different ways, such as increased presence of social media in financial services because of clearer compliance guidelines from FINRA and the SEC. Meanwhile, he said, healthcare is seeing a flow of information change toward a more “democratic dialog” between authority figures, scientists, researchers, doctors, and patients.

Christian will support the agency's clients to translate messaging strategies into branded digital experiences and platforms for conversation management, as well as lead social media policy development, standards, and education. His 20-plus years in the industry includes client-side brand management at Time Warner Cable, and digital and traditional advertising at McCann, Atmosphere, and DDB. Christian has worked on campaigns for UPS, L'Oreal, and Microsoft.

Meanwhile, Scholz will counsel clients on a variety of digital areas, including email design, website development, and integrated social media platforms. His career spans 10 years of experience in creating and managing digital properties on both the client and agency sides. Scholz's work has included programs for Casual Male Retail Group, Guardian Life Insurance Co., and The National Down Syndrome Society.

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