Draft has promoted Michael Davis to senior VP-director of Emerging Media, a new post at the Chicago agency.

Michael Davis

Davis' promotion signals the growing importance of non-traditional media as marketers experiment with marketing tools that reach consumers on their terms.

Davis founded Draft's Emerging Media Group in 2003, overseeing work in interactive retail, mobile messaging, video on demand and content sharing.

"With consumers now more in control than ever, reaching them when, how, and where they want and can be reached has become imperative," Davis said in a statement. "Emerging media allows us to go far beyond interactive marketing and include the creative use of broadcast and digital tactics as a means of empowerment. Retail environments are prime venues, with emerging media providing a compelling way to deliver content directly to consumers who can use the messaging immediately, offering clients real-time measurable results."