CLEARWATER, FL – December 6, 2025 – Bluewater, a fully converged advertising and production agency, announced the appointment of Shelby Nichols as Senior Vice President, Media Investments & Innovation, leading the agency’s Traditional and Connected TV (CTV) Media division. Nichols will drive media investment strategy, spearhead innovation initiatives, and advance data-driven growth as Bluewater expands its integrated performance offering.

Nichols brings over 20 years of experience across traditional, digital, and streaming ecosystems, partnering with brands such as Kroger, Arby’s, Shriners Children’s, and Wounded Warrior Project. Her expertise in modernizing media planning, measurement, and optimization has helped advertisers maximize performance across platforms.

“Shelby’s leadership at the intersection of television, digital, and data-driven marketing aligns perfectly with where Bluewater is headed. Her experience modernizing how brands plan, measure, and optimize video investments makes her an invaluable addition to our team.” said Gina Pomponi, President & COO of Bluewater.

Throughout her career, Nichols has led national campaigns that bridge strategy and execution, building technology frameworks and data partnerships to ensure accountability and impact.

“I’m honored to join Bluewater and help accelerate the growth of our media practice while delivering innovation and measurable value for our clients,” said Shelby Nichols.

About Bluewater 

Bluewater is a fully converged advertising and production agency that unites strategy, creative, production, media, and commerce under one roof. With a 38,000 sq. ft. production facility in Clearwater, Florida, Bluewater partners with brands to deliver measurable growth through creative storytelling, innovation, and data-driven marketing.