F=ma names Tim Walsh head of media at The ID Agency

F=ma said Tuesday that media strategist Tim Walsh has joined The ID Agency as head of media, expanding its paid media capabilities for automotive and enthusiast brands. The move adds senior media leadership as the group pushes to connect car culture, live events and performance marketing into one platform.

Why it matters: - The hire expands The ID Agency’s ability to offer paid media strategy and execution for automotive and enthusiast brands. - F=ma is trying to turn car culture, motorsports, media and live experiences into a single platform for brands. - The added media capability could help clients tie audience targeting more closely to measurable business results.

What happened: - F=ma announced that Tim Walsh has joined The ID Agency as head of media. - The appointment was announced in Los Angeles on October 27, 2026. - Walsh will lead the development of The ID Agency’s media offering. - The agency said the goal is an integrated, performance-driven approach for automotive and enthusiast brands.

The details: - Walsh has 17 years of experience building integrated media strategies across digital, traditional and emerging channels. - His background includes search, paid social, programmatic, connected TV, streaming audio, linear television, print, radio and out-of-home. - Walsh founded SHIFT Media in 2020. - SHIFT Media was a boutique media and performance marketing agency serving brands in e-commerce, financial services, travel and hospitality, food and beverage, healthcare, education, outdoor and luxury retail. - Before SHIFT Media, Walsh held media leadership roles at Schiefer Media and SCS. - Those roles supported growth and audience engagement for automotive aftermarket brands including Bilstein, Classic Industries, Royal Purple, Edelbrock and Prestone. - Walsh’s broader agency experience includes work with Marriott, Wyndham, DREAM Hotel Group, TCL, the Los Angeles Zoo, CooperVision and Bad Ass Coffee of Hawaii. - Victor Carrillo, CEO of The ID Agency, said Walsh’s addition expands the agency’s media services, including digital, TV and print placement. - Carrillo also said Walsh’s automotive background will help the agency target messaging more precisely. - F=ma CEO James Schiefer said Walsh brings media expertise, entrepreneurial experience and a practical understanding of brand growth needs. - Schiefer said Walsh strengthens The ID Agency’s ability to deliver more integrated solutions.

Between the lines: - The hire fits F=ma’s broader effort to unify its portfolio around enthusiast culture and measurable marketing services. - Walsh’s consulting style appears aimed at translating business goals into media plans rather than just buying placements. - The group is leaning on cross-platform assets, including first-party data and audience reach, to compete for brand partnerships. - Walsh said the combination of The ID Agency, GRIDLIFE, RACER and 321 Action Action creates an unusual opportunity in car culture and motorsports.

What's next: - The ID Agency will keep building on its experiential and marketing foundation while adding paid media strategy and audience insights. - F=ma said the expanded offering will give brands more ways to reach automotive enthusiasts through an integrated platform. - The broader F=ma portfolio is positioned to combine media, live events, marketing strategy, creative production and original entertainment for partners. - Walsh said he plans to build a first-class media business unit around how brands operate today.

The bottom line: - F=ma is betting that a deeper media bench and tighter portfolio integration will make The ID Agency more valuable to automotive brands seeking both cultural relevance and measurable performance.