Inizio’s Evoke announced Wednesday morning that Katie McCarthy is joining the agency to serve as media president.

In the role, McCarthy will be charged with leading the agency’s media platform, overseeing its cross-functional team of advanced media experts and partnering with clients on paid media and omnichannel initiatives.

McCarthy is an industry veteran with more than 20 years of experience in strategic media planning and campaign leadership. In her most recent role, McCarthy served as managing director of Initiative, a New York-based advertising company.

She also served as VP of communication strategy and analytics for Daggerwing Health and as VP, associate media director of Draftfcb.

In a press release announcing the hire, Evoke said that the addition of McCarthy signals that the agency is committed to further investing in its audience intelligence, omnichannel, media and activation capabilities on behalf of clients.

“Our ability to offer clients integrated and data-driven media and creative solutions has been a significant source of growth for the platform. Innovative media, audience, and activation solutions are as critical as ever in today’s omnichannel environment, and I couldn’t be more pleased to have Katie leading the charge,” Evoke CEO Reid Connolly said in a statement. 

McCarthy shared that she was enthused about joining Evoke and growing its omnichannel solutions. 

“Evoke unlocks so many possibilities, and it’s time for media to get its due in pharma and healthcare marketing,” she said. “Ultimately, media allows us to physically put life-saving education into the hands of patients, HCPs, and payers. And the ROI is clear. Media plays a critical role in achieving a brand’s commercial goals while providing a seamless, more equitable health experience for everyone in an authentic and agile way.”

Evoke, a 2022 MM+M Agency 100 honoree, has made a series of key leadership changes to start 2023.

Last week, the agency announced that veteran account manager Cheryl Fielding left Havas Health & You to join as chief client officer.

In March, Evoke promoted Jason Luis to managing director of omnichannel and Maryellen Royle to group president of communications. 

Last year, the company made five executive appointments to oversee operations at three offices in the U.S. and acquired a number of firms like digital innovation company Evolution Road, analytics shop Meltmedia and Research Partnership, while Inizio added data firm Propensity4.