Starcom Names Video Innovation Director

NEW YORK Starcom has hired Tracey Scheppach as vice president and video innovation director, the agency said today.

Scheppach’s role is to determine how the agency’s clients can best use new technologies like video-on-demand and digital video recorders to effectively transmit ads and other messages to consumers.

Commenting on the appointment, Starcom CEO John Muszynski said in a statement that “the ability of television to deliver sight, sound and motion will preserve its dominant role in the marketing mix, but television evolves every day from the box that sits in our living rooms to a proliferation of video screens and touch points.”

In her new role, Scheppich, 36, will oversee Starcom’s Video Investment Group, which is charged with placing clients’ advertising dollars across a variety of emerging digital media, including VOD, DVRs and video that is streamed over the Internet and to various wireless platforms.

Reporting to Starcom executive vice president and group client leader Chris Boothe, Scheppach will also be responsible for Starcom’s TV 2.0 practice, a consulting function centered on emerging television distribution technologies.

Prior to Scheppach’s arrival, Starcom clients’ specific needs in the emerging TV technologies arena were handled by Tim Hanlon, senior vice president and director of emerging contacts at Starcom MediaVest Group.

Hanlon will now focus on the broader corporate role, working with Scheppach and Adam Gerber, senior vice president and group director of strategy and innovation at MediaVest, and clients at both Publicis Groupe-owned media agencies.