People on the Move: Jonathan Hoffman Joins Starcom as Chief Experience Officer

Also on the Move: Jay Sampson, David Gale, Tahira Bhatti-McClure

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Jonathan Hoffman
Jonathan Hoffman

Jonathan Hoffman has joined Starcom USA as chief experience officer, a newly created position focusing on idea generation and experience platform development. Prior to joining Starcom, where he served in a consulting capacity for six months preceding this appointment, Mr. Hoffman was president-chief creative officer at Campbell Mithun in Minneapolis. During his time at the agency, Campbell Mithun won accounts including H&R Block, National City Bank, Famous Footwear, Syngenta, Fiserv, SuperValu, Siku Vodka and The Unconvention. From 2000 to 2005, Mr. Hoffman was vice chairman-executive creative director at Starcom sibling Leo Burnett in Chicago. Before that , Mr. Hoffman acted as the chief creative officer at Leo Burnett in Warsaw, Poland, from 1997 to 1999.

Machinima has named Jay Sampson exec VP-global ad sales and trade marketing. In this newly created role, he will be charged with scaling the company's advertising sales team around the world, as well as expanding its partnerships with global brands and ad agencies. Mr. Sampson was formerly the general manger of Microsoft Advertising's Emerging Media Sales and U.S. Agency Relations organization, where he was responsible for defining the advertising opportunities with Xbox Live and MSN (casual) Games, the Microsoft Mobile Media Network and all online and advanced TV-video business. He joined Microsoft in 1997 as one the first media-sales executives for the company and went on to hold a number of positions within the organization.

MTVX, MTV 's new cross-media group that will incubate, develop and produce platform-agnostic content for TV, online and mobile, has selected David Gale to head the group as exec VP. Mr. Gale is an award-winning film producer who oversaw MTV Films for over a decade. He and the and the MTVX team have already developed several properties together that have been extended to various MTV 360 platforms, including the music series $5 Cover and horror movie, Savage County.

NBC Universal has appointed Tahira Bhatti-McClure VP-diversity and cable operations, NBC Universal Cable Entertainment and Cable Studios, charged with organizing diversity efforts related to the division's programming and sourcing, in addition to working with human resources on workplace diversity initiatives. Ms. Bhatti-McClure was previously VP-marketing operations, USA Network and Syfy. In her new role, she will retain her previous responsibilities in support of USA and Syfy. A veteran of broadcast and cable production, she joined the company in 1995 as a production manager for movie stunts, specials and USA Live.

Omnicom digital-marketing agency Critical Mass has promoted John McLaughlin to chief operating officer and Scott Ross to senior VP-executive technology director. Mr. McLaughlin has been with Critical Mass since 1999 and has led teams for several of its largest clients and programs, including Hyatt, NASA, Procter & Gamble and the Las Vegas Convention and Visitors Authority. He has been promoted from his previous role as senior VP-general manager of Critical Mass' Chicago office. Mr. Ross formerly served as VP-technology in Critical Mass's Toronto office, working across Citi, Infiniti, Gucci and other clients. Prior to Critical Mass, he spent 10 years with MacLaren McCann, where he led their technology practice.

Media Contacts, the global digital-media network of Havas Digital, has named Leon Barsoumian, VP-insights director. Mr. Barsoumian joins Media Contacts from Digitas, where he led the analytics team that serviced 12 P&G brands across two offices. In addition, he has led social analytics and insights projects servicing Merrill Lynch and Bank of America.

Brenda Saget Darling has been named VP-publisher of Dwell. Ms. Saget Darling, who has held executive titles at More, Elle Decor, House and Garden, the New Yorker and Traditional Home, will oversee Dwell's print vehicles as well as its targeted digital strategy, and will be based out of New York.

Gary Calega has joined as VP-marketing. Mr. Calega most recently served as president of Agilone, a marketing-intelligence software company. Prior to that , he ran business development for SendMe Mobile, and was at eBay as head of business seller acquisition and its consumer-electronics business before that .

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