Digital agency Essence has hired Oscar Garza, formerly of Electronic Arts (EA), to lead a new effort to bring programmatic buying solutions to clients in North America.
Garza started this week as director of programmatic and audience, tasked with building a new team based out of Essence’s San Francisco office.
As director of acquisition for EA since 2011, Garza brought the company’s programmatic buying capabilities in-house across display, social and video. Garza also led advertising strategy for direct-to-consumer campaigns, including for the popular title "Star Wars: The Old Republic."
“The rapid adoption of programmatic channels is allowing us to provide a new level of transparency, efficiency and measurement to our clients,” said Essence’s CEO for North America, Christian Juhl, in a statement. “We expect to spend over $300 million in programmatic over the next year, working with leading partners in the industry.”