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Starcom has added a leader from the creative agency world in the latest example of the blurring of lines between different types of agencies.
Jonathan Hoffman, the former president and chief creative officer at Campbell Mithun, assumes the U.S. role of chief experience officer at Starcom in Chicago. The position is new and underscores the desire of media, digital and traditional creative shops to broaden their offerings.
"The world encompasses an infinite number of channels, so tomorrow’s agency must embrace new types of talent to stay ahead," said Lisa Donohue, Starcom's U.S.
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