Brent Poer has been promoted to president SMG LiquidThread North America, the branded content division of Publicis Groupe’s Starcom MediaVest
Poer will continue to report to SMG’s three media agency CEOs in the U.S.--Brian Terkelsen (MediaVest); Lisa Donohue (Starcom), and Chris Boothe (Spark).
Previously, Poer was executive vice president and executive creative director, SMG LiquidThread North America. His elevation to NA president fills a gap left by the elevation of Terkelsen earlier this year to the MediaVest CEO position. Terkelsen had been global head of the LiquidThread division, overseeing both North America and the expansion of the operation to about a dozen international markets in Europe, Asia and Latin America.
Poer’s remit includes oversight of the LiquidThread product and a staff of 65 content specialists located at SMG offices throughout North America. The division is currently working on 400 projects across 25 clients and spanning digital, television, mobile and publishing executions, according to the agency network.
"Content is central to creating human experiences that scale across platforms and devices," stated Terkelsen. He credited Poer with helping to drive growth throughout the branded content unit’s North American region. “This elevation reflects both the increased role of content creation and [Poer’s] expanded purview as the unit grows.”
Poer joined MediaVest’s branded content department in 2004, when SMG had three separate branded content operations, including Starcom Entertainment and Pixel. The three operations were merged to form SMG LiquidThread in 2010 with Terkelsen at the helm.
During his nearly two decades in the business, Poer has also held positions at Warner Brothers, where he launched theWB.com, and Lifetime, where he led integrated programs for numerous clients including P&G.