Advertising agency Baldwin&, Raleigh, has hired its first in-house director-level strategist, Ashley Yetman, who will hold the agency-wide title of Director of Brand Strategy. Previously those duties were handled via a partnership with The Paragraph Project, Durham.

Previously, Yetman was a Director of Brand Strategy at Eleven, San Francisco, where she worked on Apple, AAA (Triple A) and Callaway Golf, among other clients. Before that, she was a Senior Account Planner at Venables Bell &?Partners, San Francisco, on the agency's Audi and HBO?accounts.

Ashley Yetman states, "Baldwin& understands that Millennial and Gen Z consumers' expectations of branded experiences and content will only continue to rise, and that brand strategy will become an ever more critical agency capability."

The agency has also hired Sara Carter as Brand Strategist; she and Yetman are the nucleus of the newly created brand strategy department. In addition, the media department has also hired two strategic specialists, Sr. Digital Media Strategist Holly Sigler and Assistant Media Planner Jennie Eastman. (All four hires fill newly created positions.) The media and strategy groups will work closely to help create and implement clients' branded experiences.

Baldwin& is a digital/advertising/design/brand/content practice in Raleigh, N.C. Clients include Krispy Kreme, Cree LED?Lighting, Seventh Generation and Ponysaurus Brewing Co.