Detroit ad exec motors down to St. Pete agency

ST. PETERSBURG — Paradise Advertising & Marketing named Kristal Worthy director of media.

Worthy joined the St. Petersburg-based firm March 20. She will manage the five-person media department at the agency, and will oversee all media planning, research, strategy and buying — with an emphasis on digital, according to a statement.

Worthy relocated to the region from the Detroit metro area, where she ran her own boutique agency, Worthy Media Group, for more than three years. The agency developed brand marketing/media plans, provided media buying services and social media management for independent retailers, according to a statement.

Most of Worthy's previous media experience was focused in the auto industry, where she held leadership roles with separate agencies that did work for Ford and General Motors.

Paradise's clients consist largely of convention and visitors' bureaus, hotels and luxury/lifestyle brands. “I'm very excited about these categories — it's like a new frontier,” Worthy says. “I've worked with luxury brands, and am very grounded in digital, which is where our clients are increasingly directing most of their media efforts.”