MRM Worldwide in New York has hired Jason Culbertson, who was most recently at Atmosphere BBDO, as a creative director on its U.S. Army account. As an entrepreneur, Culbertson is known as the founder of industry commentary platforms AgencyScoop.com and Ad Battle. "It's becoming second nature for people to engage in social media all the time on every type of available screen," Culbertson said. "Even the new digital TVs come equipped with Twitter and Facebook on their interfaces. Marketers have to know how and when to engage in the places consumers live on the Web." Culbertson has used various tools and techniques to help create campaigns for consumer-facing companies. At Atmosphere BBDO, which he joined in 2006, he was a senior art director working on Citibank, Bud Light, Target, Hertz and AT&T. "Jason's expertise in using Web-based social platforms and his knowledge about emerging media will serve the Army's efforts well in the dialogue we have developed with the target audience," said Michael Jacobs, agency evp, ecd.