Marketing TV: The Changing Media Model

Last year, Starcom 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, joined the U.S. role of chief experience officer at Starcom in Chicago.President of global ops John Sheehy, who joined the agency around the same time, too, came from Leo Burnett, where he led the Kellogg business. At Starcom, as president of global operations, his task is to further integrate SMG's Human Experience practice across the SMG ecosystem. Talking about Starcom's strategy of hiring people not necessarily with a media background Sheehy said the hires are made keeping in mind the agency's core belief of "creating experiences that transform behaviour."While it leverages its partnerships and the global network to source talent, Sheehy said, the hires reflect the company recognises the fact that the agency model is changing. On the agency's recent P&G loss, Sheehy said Starcom looked at it as an opportunity to focus on other areas of operations and reallocate talent on different accounts.The agency, said Sheehy, has shown resilience bagging at least 12 new accounts post P&G, including big names such as Yahoo and Mars & Wrigley.