PEOPLE: PLAYER PROFILE: KUBINSKI BRINGS BIG-BRAND EXPERTISE TO TECH SERVICE: NEW UNIT PREZ AT MEDIAPLAN TO SELL SOFTWARE, CONSULTING TO MAJOR MARKETERS

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When Steve Kubinski was director of advertising at Whitehall Laboratories, parent American Home Products Corp. had the first marketing department to use Radio Shack's TRS-80 computers.

The use of technology in the industry has changed a lot since then -- Mr. Kubinski started at AHP in 1977 and left in '83 -- and Mr. Kubinski has been a part of it, adding some technological features of his own.

Last week, he joined MediaPlan Inc. as president of a new division marketing media-planning technology to advertisers, after a career with major national marketers such as AHP, Nestle Foods Corp. and Kellogg Co., which he served until recently as director of advertising.

LAUNCHING UNIT

Mr. Kubinski is now charged with launching Advanced Marketing Analytics, which will offer consulting and technology products to help clients plan media more effectively.

"I've known the principals of MediaPlan -- Carl [Spaulding] and Bob [Wolf] -- ever since they started that company," said Mr. Kubinski. "It's a company I have a lot of faith in."

Moving from marketer to MediaPlan is not that big an adjustment, Mr. Kubinski said, noting that he has been both familiar with his new company's development and active in the development of media planning technology.

In fact, Mr. Kubinski was the first client using MediaPlan's Manas software for managing media planning when he was ad director at Nestle, from 1983 to '91.

"I'd been involved with them and share a desire to help develop software," said Mr. Kubinski.

After departing Nestle in 1991, Mr. Kubinski left the advertiser side to found Genessa Corp., a company that specializes in designing and building computer systems for marketers and agencies. While at Genessa, he built two software products: Client Tracking Financial System, a financial package for tracking media expenditures, and CableCar, a package for developing proposals and tracking media inventory.

He moved away from technology again in 1995, when Kellogg recruited him to become director of advertising.

CLIENT-SIDE EXPERIENCE

Mr. Kubinski's client-side experience made him a good choice to lead MediaPlan's new efforts, said Mr. Wolf, CEO of MediaPlan.

"Steve comes from that world -- from the brand management world," he said. "If we want to get into that world, we need people from that world."

Advertisers are now "looking at the whole picture of media and marketing together," Mr. Wolf said, and they require new technological tools.

Advanced Marketing Analytics' trio of products allow users to create media plans by inputting not only demographic data but also behavioral parameters, such as brand loyalties, and generate plans with schedules, frequency and ad flights to match target audiences.

Mr. Kubinski already has begun talking to potential clients, although he declined to name them.

While MediaPlan is based in Utah, the new unit will operate from Mr. Kubinski's home town of Portage, Mich.

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