/// Jonathan Hoffman, President of Experience Creation at Starcom
The experience age is redefining the relationship between people and brands. The agency of the future will be the mediator of a value exchange between these two constituencies. And Jonathan Hoffman is the person charged with evolving media agency network Starcom MediaVest Group (SMG) to its next generation role by planning and designing dynamic integrated experiences that evolve marketing from making people want things to making things people want.
Since joining SMG in 2011, Hoffman and his team strive to help clients – including Anheuser-Busch, Best Buy, Samsung and more – move beyond a transactional model with customers to a behavior-based relational model. They focus on creating ideas at the intersection of media and technology to increase the relevance and effectiveness of brand communication. Hoffman leads a team which plans and designs immersive, transformative experiences for innovative brands which blur the line between the digital and physical worlds.
Prior to Starcom, Hoffman spent over a decade in creative agency management, serving as president/chief creative officer at Campbell Mithun in Minneapolis from 2005 to 2009. In this role, he transformed the agency’s culture from one which prioritized legacy relationships to one prioritizing original ideas across all media. Hoffman also added world-class talent in all disciplines, built digital capabilities and focus (including I.A. and social strategy) and enhanced brand planning focus. Under his watch, Campbell Mithun won many client accounts including H&R Block (with a successful account defense in 2006), National City Bank, Famous Footwear, Syngenta, Fiserv, SuperValu, Siku Vodka and The Unconvention.
From 2000 to 2005, Hoffman was vice chairman/executive creative director at Starcom’s Publicis Groupe sister agency Leo Burnett in Chicago. A member of the Executive Committee, he had creative, strategic and managerial responsibility for a significant portion of the agency’s clients including U.S. Army, Nintendo, Allstate, Proctor & Gamble feminine care, Kellogg’s snack division, Hallmark, NCBA, Kraft, Showtime Networks, Museum of Science and Industry and The American Experience. During his time at Burnett, he helped bring in business including Polaroid, Crayola, Toys ‘R’ Us and Showtime.
Before his stint at Burnett in Chicago, Hoffman acted as the chief creative officer at Leo Burnett in Warsaw, Poland from 1997 to 1999. In this position, he transformed an agency outpost from a service office for large multinational clients into the twentieth most awarded agency in the world at the time, per the Gunn Report. Hoffman was responsible for bringing in large local clients – including EB Beer and the largest Polish pension fund – and new international clients such as Sony, Ikea and Nestle-Danone. During his time there, Leo Burnett Warsaw saw billings grow an astonishing 100%. He also led the agency in garnering significant international recognition including Agency of the Year in Central Eastern Europe in 1998 and 1999 and the first ever award at Cannes for an agency in Poland.
Hoffman is a multiple recipient of every major industry award, including Cannes, British D&AD, Clio, One SHow, Effie, Communication Arts, and The Kelly. Two pieces of his work are in the permanent collection of the Museum of Modern Art in New York.
Hoffman graduated from Vassar College in Poughkeepsie, New York with a bachelor of arts in English/drama in 1984.