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.