NEW YORK: Makovsky is planning to launch a consumer brand marketing practice next week with MD Denise Vitola initially at the helm.
The unit will officially launch on Monday, initially led by Vitola in partnership with technology and medical technology VP Meredith Klein. Vitola, who will continue in her MD role, said she wants to have a leader in place for the practice in the first quarter of next year.
At launch, the consumer brand practice will launch with a focus on consumer health, technology, and finance. Yet Vitola said the practice could work in virtually any segment and is "not excluding anybody."
The goal of the unit is to help brands explore and leverage new forms of engagement and storytelling.
Setting up a consumer practice at Makovsky was part of the plan when Vitola, formerly MSLGroup North America’s consumer practice director, joined the agency in September.
"Marry [my experience] with what this agency has been doing and its subject area expertise and it is a natural sequence for us to launch this practice at this time," she said. "We are poised and ready for clients as they are heading into 2016."
Vitola has worked with companies such as Abbott Nutrition, Procter & Gamble, the Home Depot, PayPal, and eBay.
"When some people look at consumers, they do not necessarily understand or apply rigor to developing insightful campaigns that are entrenched in the thought-provoking areas that we are starting out in," Vitola said. "Our key differentiator is understanding the consumer in a really in-depth way and understanding an industry and marrying the two together."