PARSIPPANY, NJ: Coyne PR has named Luis Hernandez, former chief technology officer at Proof Integrated Communications, as its chief digital officer, the firm said Tuesday.
He is overseeing a team that works on digital strategy, development, broadcast production, and project management for clients, reporting to CEO Tom Coyne.
Hernandez noted how digital is more integrated in campaigns than ever before. He predicted that in the next five to 10 years, "we’ll no longer be calling it digital – that distinction will disappear."
"[Agencies] have to stop looking at digital as an element, but as a critical platform for all of it," he said. "Everything we’re doing is driving to an online destination, regardless of the channel."
Before joining Burson subsidiary Proof, Hernandez was MD at Burson and SVP of operations and delivery at Wunderman World Health. He has also worked at NearSource, Boldband, The Marketing Loft, and Third Street Interactive, according to his LinkedIn account.
While at Proof, he worked with clients including Accenture, Bank of America, Ford, and HP.