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. CEO.
The hire comes after a trial run of six months, during which Hoffman consulted at the media shop. Hoffman left Campbell Mithun in December 2009.
"The message is absolutely inseparable from media, and in this job I feel I have the unique opportunity to build advantages for our clients based on that notion," said Hoffman, who will report to Donohue.
Hoffman, 45, spent four years at Campbell Mithun. Before that, he was an executive creative director at Leo Burnett in Chicago.