Rival Appoints Bill Santare as Principal, Paid Media to Lead U.S. Growth

Rival, the independent, integrated marketing consultancy, has announced the appointment of Bill Santare as Principal, Paid Media. Based in the agency’s Boston office, Santare will lead Rival’s paid media practice in the United States, bringing nearly two decades of experience in performance marketing, ad tech, and cross-channel measurement to the growing independent agency.

In his new role, Santare will expand Rival’s paid media capabilities across the U.S. market, overseeing strategy and execution for the agency’s roster of clients. His hire reflects Rival’s continued investment in senior talent as the agency scales its North American presence.

Santare joins Rival from a career spanning both holding-company agencies, including Havas and Digitas, and independent firms such as Known and Modern Impact. He has built a reputation for assembling high-performing teams, transforming legacy media operations, and translating complex data into growth strategies for global brands.

“The U.S. is the most competitive, advanced, and innovative media market in the world — and we need someone who is going to drive Rival and our clients forward in that complex environment,” said Jenna Cummings, Co-Founder and Chief Media Officer at Rival. “I know Bill is the right choice — he’s brilliant, driven, and experienced. I’m so excited to see the challenger solutions that someone with his deep experience in performance media and ad tech will add to our already impressive roster of media talent.”

“I’ve always been drawn to teams that challenge convention rather than follow it,” said Santare. “Rival embodies that mindset, from the research behind its challenger playbook to its use of technology and AI to rethink the agency model. I saw an opportunity to do my best work, help clients do theirs, and collaborate with some of the smartest people in the industry.”

Source: Rival

  Appointment, Bill Santare, Independent Agency, Integrated Marketing, Paid Media, Rival