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CHICAGO In a continuing trend among media companies, Starcom MediaVest Group has added five new consumer context planners to work on its U.S. and Asian operations.
The CCPs are modeled after the company’s highly successful GM Planworks unit, which employs a 12-person CCP and strategic research team. The primary function of the CCP is to identify the consumer insights that drive media interaction and brand perceptions to enhance the development of communications programs.
Three of the client-dedicated CCPs will go to MediaVest, working on the Coca-Cola Company, Kraft and Procter & Gamble brand teams.
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