JPL Expands Paid Media and Analytics Practice to New York City

Ad agency JPL announced today that it is expanding its paid media and analytics practice to New York. The Harrisburg, PA-based integrated marketing agency, with clients including The Hershey Company, Quest Diagnostics, Rite Aid and the American Chemistry Council has made talent acquisition in digital media and analytics a priority for growth.  

Brian Aitken will head the New York office in his new role as managing director, leading JPL’s digital media and analytics group throughout the company. He heads back to New York after joining JPL one year ago from ASSEMBLY.

“Our New York office will give us access to the world’s best digital media and analytics talent and more opportunities to work directly with top ad tech companies to develop the latest solutions for our clients before they go to market,” said Aitken, who built his digital marketing career at agencies including Edelman Digital, Emergent Order and Ketchum.

Aitken will report to Bill Kobel, vice president, strategy and integrated communications at JPL and will work between both offices and will continue to be hands on with the agency’s top clients.  

“Brian is the visionary and catalyst to evolve JPL’s data and technology capabilities in the digital advertising capital of the world,” Kobel said. “He will be the pacesetter to advance our digital team, while ensuring that our values and culture will be carried through as we grow.”

Former General Motors’ analyst Jon Elordi, who has been with JPL since last summer, will join Aitken at the New York office as digital marketing data analyst. Talent acquisition is the top priority for JPL, and the agency plans to make a half dozen hires to work in paid media and analytics this year in New York and Harrisburg. This move is part of a strategic growth plan for JPL, which is focused on building business with existing clients and in pursuing new opportunities, especially in the healthcare and higher education verticals.  

JPL was founded in 1989 as a production company working with brands like long-time client, Hershey, and has grown into a full-service marketing agency with over 100 people. As more and more advertising agencies are venturing into production, JPL is well-positioned to continue to leverage this offering from its roots. In 2017, JPL formed a corporate partnership with the Philadelphia-area college and university enrolment marketing agency, Paskill Stapleton & Lord (PS&L). JPL also owns d’Vinci Interactive, a Maryland-based provider of learning solutions that it acquired in 2013.

The agency has been shortlisted by Digiday’s Work Life Awards as 'Most Dedicated to Employee Growth' and has been named a 'Best Place to Work' in Pennsylvania 17 straight years.