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R2C Group, the data-driven creative and media agency, announced today that is has hired Patrick Acosta as SVP, Media Director. Acosta will be responsible for a team of 60+ media planers and buyers across three offices nationwide, managing strategy and growth for the TV, digital, radio, and print practice. He will report to R2C Group’s CEO Michelle Cardinal, operating out of the agency’s Portland headquarters.

Acosta is a seasoned media and analytics executive with over 20 years of agency and global marketing experience. Before joining R2C Group, he was SVP, Global Director of Analytics at MullenLowe U.S. During his five-year tenure, Acosta helped establish an industry-leading analytics group that secured client wins including US Cellular, Royal Caribbean and National Geographic Channel, growing the agency’s analytics revenue by 75% in just one year and maintaining a growth rate four times faster than the overall agency. Prior to MullenLowe, Acosta headed media services as AT&T’s Executive Director of Insights and Innovation. There, he led the first successful media mix modeling project in AT&T’s history, which was critical in optimizing the company’s $2 billion media budget. Prior to that Acosta had a five year stint at The Martin Agency, helping to double telco Alltel’s subscriber base leading to an acquisition by Verizon as well as assisting in client acquisition of Walmart and UPS. Acosta began his career at MVBMS in New York, managing MCI, Duncan Donuts and Evian. When he’s not working, you can find him fishing on a river with his kids or going toe-to-toe with wild boars!

“I admire R2C Group’s unique Transactional Brand Building approach,” said Acosta. “The future of advertising will be smashing data and creativity together to develop meaningful brand experiences while driving value for clients. R2C Group is well positioned to deliver this work for their clients and it’s what attracted me to the agency. I’m excited to be joining a team and a roster of clients with this fresh perspective of reaching the right customers, at the right time and with the right message.”
“Patrick is an enthusiastic strategic thinker and analytics-driven media executive,” said Michelle Cardinal, CEO of R2C Group. “Two things that are critical to our client’s success. That coupled with his impressive portfolio of major brand experience makes him the perfect fit for driving our media and analytics practice aggressively forward.”

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