Long-Time EVP at IPG Shop Tierney Moves to Independent Media Maverick
NEW YORK, NY – FEBRUARY 21, 2017 – Independent media agency Crossmedia announced today that it has hired Greg Siano as Managing Director. Previously, Siano was Executive Vice President, Director of Media Services at the IPG shop Tierney, where he worked for 19 years. Siano will lead all media planning and buying efforts for Crossmedia’s new client U.S. Bank. In December 2016, the agency was named media agency of record (AOR) for U.S. Bank, the 5th largest commercial bank in the United States.
Siano’s jump to Crossmedia is a dramatic new chapter in a long, experienced career. He is moving from a company that is part of a vast holding company global network to a leading independent, maverick media agency that focuses on innovative strategic thinking and creative execution as well as transparency and accountability in all of its buying, planning and analytic practices.
At Tierney, Siano was on the IPG shop’s seven member executive team and was responsible for management of 20% of the agency’s staff. He was the media discipline lead, managing a full-range of services including research, strategic media planning, activation, and holistic performance monitoring/analytics for online and offline channels across 20+ clients. Before Tierney, Siano was a VP, General Manager at Jordan, McGrath, Case & Taylor, New York, where he managed the Novartis (Ciba/Sandoz) Agency-of-Record Media Planning and Buying relationship from 1994-1997. At Jordan, he also worked on Nestle USA, Reebok International, Tenneco Packaging and P&G brands. Before Jordan, Siano was a Senior Media Planner at DMB&B, New York, working on P&G and General Foods accounts.
Siano’s hire reflects Crossmedia’s rapid expansion following an unprecedented streak of new business, agency of record wins and prestigious assignments, including U.S. Bank, Nissin Foods, Nandos, Terra’s Kitchen and Dogfish Head Brewery. A futuristic, integrated, creative media agency that focuses on solving problems, Crossmedia combines in-depth strategic capabilities with state-of-the-art analytics services and transparent buying practices, catering to brands that are looking for an alternative and independent media partner.
“This is such a great opportunity,” said Siano, who will divide his time at Crossmedia between their New York and Philadelphia offices. “To be able to be part of an agency that is clearly redefining what a media services agency can, and should be is incredibly enticing. The decision to jump on board was an easy one. “
“Greg elevates our game,” said Kamran Asghar, CEO Crossmedia. “He’s an ultra-experienced agency manager and media master who has done significant time at two of the biggest institutions in our business. As Crossmedia has upsurged and grown, with blockbuster additions to our client roster and a burst in new staffing, we’ve been in need of an executive who has not only been there and done all that, but also someone who will inspire and enrich our culture. That’s Greg in a nutshell. We’re grateful he took the leap into our wild ride.”
About Crossmedia
Crossmedia is an independent full service communications planning and media services agency with offices in New York, Philadelphia, Los Angeles, Dusseldorf, Hamburg and Berlin. It has earned two Advertising Age Best Small Agency awards and was named by Adweek as a pioneering “New Model Agency,” the only media agency recognized in these categories. A fully transparent alternative to traditional media agencies, Crossmedia focuses on close creative collaborations with clients and agency partners, and provides real-time media analytics. Crossmedia clients include U.S. Bank, GNC, The Hartford, KIND Healthy Snacks, New Era Caps, Nissin Foods, People Magazine, Ventura Foods, Dogfish Head Brewery, Whole Foods Market and White Castle.
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