FUSE dives deeper into data with strategic digital hire
Industry insights guru Steven Alegrias adds audience & media intelligence expertise to boost agency’s content development
FUSE continues its evolution as a leading content agency with the strategic hire of Steven Alegrias as digital media director.
The hire is in keeping with the agency’s shift to offer a greater level of data intelligence and its desire for more effective content development, to further its clients’ businesses. With a career that has taken him from the worlds of publishing to media to agency, Mr. Alegrias brings a deeper understanding of both audience and media insights that will play a valuable role in FUSE’s focus on content development and distribution.
“Staying current in content means understanding where the industry is going, and the content distribution side of the equation is rapidly evolving,” explained Adam Bleau, VP & partner, FUSE Marketing Group. “With Steven joining our team, his capabilities in digital and media offer us the opportunity to build strong relationships with the platforms and offer a better window into what is coming in the market. This will allow us to have a strong pulse into how that space is changing.”
Recently, FUSE realigned its focus to respond to the client demand to understand content’s role throughout the purchase funnel by adding deep competency in advanced social listening, intelligence and analytics, to the development of multifaceted storylines.
“Driving media effectiveness means not decoupling social media creative from social media buying and optimization, and this is even more important as we move down the funnel,” said Mr. Alegrias. “I look forward to strengthening FUSE’s capabilities in digital and media and ensuring that our client’s brands are being seen by the right people at the right time across the right channels.”
Mr. Alegrias brings a unique understanding of the challenges that brands, agencies and media partners currently face. To-date, his insights have been applied to clients including FCA, Freedom Mobile, Wendy’s and Boston Pizza, among others. He’s developed and executed digital paid media strategies for Unilever brands including Axe, Dove and Hellmann’s, ABInBev’s Budweiser, Bud Light and Alexander Keith’s, and Johnson & Johnson’s brands Tylenol, Nicorette and Band-Aid. He also enjoys the renown associated with being on the award-winning team for Budweiser’s Red Light campaign, garnering a Media Innovation Award, Atomic award and a Festival of Media Award.
“This is just the beginning,” said Laurie Dillon-Schalk, FUSE VP strategy & insights. “Steven is remarkably intuitive and perceptive when it comes to the digital space and a brand’s place in it. His hire is the next phase of our evolution as an agency, and we will continue to evaluate new areas and technologies that will help propel our clients’ business forward.”