GM Planworks, the General Motors' dedicated unit at Publicis Groupe's Starcom MediaVest Group, has added Mason Franklin as a senior vice president, strategic research director. Operating under Planworks executive director of strategic planning, Franklin will look to increase the Detroit agency's consumer context planning capabilities. Prior to joining Planworks, Franklin was an account planning director at sister Publicis agency Chemistri in Detroit. Over his 16-year career, he has helped develop communications strategies for a number of brand categories including food, automotive, luxury items, travel and corporate. Most of his career was spent at the New York and Detroit offices of D'Arcy Masius Benton & Bowles (the latter of which eventually became Chemistri.) He also worked at N.W. Ayers & Partners in Detroit from 1988-89.