• by Wayne Friedman , July 27, 2011

Starcom USA CEO Lisa DonohueStarcom USA has created a new position -- a chief experience officer. And the agency has tapped veteran senior executive Leo Burnett and Campbell Mithun media executive Jonathan Hoffman for it.

Starcom says Hoffman will leverage creativity and ideas to boost the emotional relevance and effectiveness of the shop's media plans. Hoffman reports to Starcom USA CEO Lisa Donohue and will be a member of the agency's managing board and a member of Starcom MediaVest Group's global product committee.

From 2000 to 2005, Hoffman was vice chairman/executive creative director at Starcom sister agency Leo Burnett in Chicago. Before that, Hoffman was president/chief creative officer at creative agency Campbell Mithun in Minneapolis.

"The message is absolutely inseparable from media, and in this job, I feel I have the unique opportunity to build advantages for our clients based on that notion," says Hoffman.

Starcom says he will be responsible for working across a range of clients, helping to expand the agency's efforts beyond traditional paid media to include aspects of human experience.

In this role, he will act across disciplines and serve as a liaison to the creative and digital resources that reside in VivaKi and across Publicis Groupe.

"The world encompasses an infinite number of channels, so tomorrow's agency must embrace new types of talent to stay ahead," said Donohue. "Jonathan is truly unique in how he functionally unites all elements of media and creativity under the umbrella of a powerful idea. He represents a new solution for new challenges."