Leadership change at Scale Marketing

Scale Marketing, a full-service marketing and advertising agency, appointed Christine Formenti as Vice President of Traditional Media. Formenti brings extensive industry experience to the role, having worked across various facets of traditional media buying and planning. This appointment signals Scale Marketing's commitment to strengthening its traditional media capabilities alongside its digital offerings, reflecting a broader industry trend of agencies reinforcing their cross-channel expertise.

This leadership appointment reflects the ongoing relevance of traditional media channels — including television, radio, print, and out-of-home — within integrated marketing strategies, even as digital and programmatic advertising continue to dominate industry conversation. By elevating a seasoned traditional media veteran to a VP-level role, Scale Marketing is positioning itself to better serve clients seeking omnichannel campaign execution. This move underscores a competitive dynamic in which mid-sized agencies differentiate themselves by pairing digital agility with deep traditional media expertise, particularly as linear TV and audio remain significant budget allocations for many advertisers. The hire may also reflect growing client demand for media mix modeling and cross-channel attribution that bridges traditional and digital investments.