Baba Shetty. PRNewsFoto/DigitasLBi
Baba Shetty. PRNewsFoto/DigitasLBi

Digitas, a digital brand agency with a big presence in Boston, has announced the appointment of Hill Holliday alum Baba Shetty to the newly created role of chief strategy and media officer.

Shetty was most recently CEO at Newsweek/The Daily Beast, where he led the relaunch of Newsweek’s website after the magazine moved from print to an all-digital format. From 2005 until 2012, he worked at Boston ad agency Hill Holliday.

In his role at Digitas, Shetty will oversee the media, content and social capabilities, which includes BrandLIVE, a proprietary agency platform that creates relevance and value for brands every day. Shetty will be based in Digitas’ Boston office and will report directly to Tony Weisman, the CEO of DigitasLBi North America.

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“Baba is a brilliant brand and digital strategist with 25 years of industry expertise and a proven track record of innovation in both the agency and publishing worlds,” Weisman said in a statement. “Baba is uniquely qualified to accelerate Digitas’ growing media capability to a unparalleled competitive advantage, creating truly real-time marketing and story-telling.”

As of March of this year, Digitas had about 2,200 employees, including 650 in Boston. In 2006, Publicis Groupe, a French advertising giant, disclosed plans to buy Digitas in a $1.3 billion cash deal that sought to create the world’s largest digital marketing firm.

Publicis recently bought Amsterdam-based LBi, a firm whose skill set is similar to that of Digitas. Earlier this year, Publicis merged Digitas and LBi into a new entity called DigitasLBi.

In a statement, Shetty said: “We’re at a transformational moment in marketing, and only a handful of agencies can legitimately claim world-class status across the disciplines that matter most today—media and creative, data and technology. Digitas can; it’s a truly innovative agency whose combination of global scale, agility, and ability to connect data to real-time storytelling is unique in the industry. And their terrific marketplace momentum with leadership brands proves it. I’m thrilled and honored to be joining the Digitas team at this important time.”