• by Fern Siegel , May 6, 2008

Starcom USA is focused on mining consumer insights that can be used to create people-centric campaigns--and it has tapped Senior Vice President Kathy Kline to lead the charge.

The agency's consumer context planning (CCP) practice will service its roster of blue-chip marketers. Kline will report to Starcom USA President/Chief Strategy Officer Steven Buerger. Kline has been asked to orient every Starcom employee in the application of insights--defined by the agency as "illuminating human truths whose discovery inspires unique connections between individuals, their environments and our clients' brands."

Her mission is to advance CCP on the planning agenda of interested clients--fostering close partnerships with strategy, activation and research--and develop and expand CCP talent at Starcom.

"Our ultimate goal is to elevate the CCP discipline to an integral and consistent part of the way that Starcom--and the industry--does business and make it a key source of competitive advantage across our client roster," said Starcom CEO John Muszynski.

Prior to joining Starcom, Kline worked for 15 years as a brand planner in Leo Burnett's research department. Her accounts included McDonald's, Allstate, Pillsbury, Heinz, Fruit of the Loom, American Girl and Disney.