15-Year Starcom Vet Lena Petersen Joins MediaLink as Chief Brand Officer

Strategic advisory firm MediaLink appointed Lena Petersen as chief brand officer. In the newly-created role she will be responsible for developing and amplifying MediaLink’s brand marketing activities while reporting to chairman and CEO Michael E. Kassan.

“Lena is particularly adept at producing disruptive platforms and approaches that differentiate companies in crowded operating environments,” Kassan said in a statement. “As MediaLink continues to grow and looks to expand globally, Lena’s focus on the MediaLink brand is ever more important.”

Petersen joins MediaLink following over 16 years with Starcom (now Publicis Media). Most recently she served as executive vice president, global product and partnership, beginning in April of 2012. Previously, she spent 11 years as senior vice president, director of marketing communications after arriving a year earlier as vice president, marketing communications. Before joining Starcom in June of 2000, she spent over four years with Leo Burnett as vice president, corporate communications.

Also joining MediaLink is senior vice president Jennifer Kasper, who will “partner with MediaLink’s retailers and ecommerce companies to explore how mobile and innovation at point of sale has influenced their go-to-market strategies and customer journey mapping.”

Kasper arrives at MediaLink after over 15 years with Macy’s, most recently serving as senior vice president, customer strategy. She arrived at Macy’s as a marketing manager in 2000, receiving a promotion to marketing director nearly three years later. Since then she has held a variety of marketing and customer strategy roles on the way to her most recent promotion.

“Organizations across the board are facing challenging transitions,” MediaLink president and COO Wenda Harris Millard, explained. “Jennifer has had a front row seat for one such transformation, being instrumental in helping Macy’s reposition itself as a forward-thinking brand. She has the necessary perspective to help our partners navigate similar journeys.”

Colle+McVoy Names John Doyle Executive Director of Brand Experience

GlaxoSmithKline is Reviewing its Global Media Account

P&G Launches North American Media Review

Procter & Gamble has launched a review of its North American media business, Adweek reports.

P&G is the largest advertiser in the U.S., spending an estimated $2.6 billion annually, according to Kantar Media. The account is currently split between Starcom’s MediaVest, which handles most of the business in the U.S. and Dentsu Aegis’s Carat, which handles media buying in Canada. It is unclear if either agency will participate in the review.

The move follows the decision last summer to divest or shed 90-100 of its brands and the appointment of Kristine Decker as brand director, North America brand operations in January. Late last month, P&G also announced its desire to “make deep cuts in the number of advertising agencies it works with, hoping to save up to half-a-billion dollars in fees.”

Pet Food Maker Gives Away ‘Collar Cams’ to Document Your Dog’s Day

There will be no question about who rummaged through the trash, shredded the sofa or butt-scooted across the carpet. The pet cam will tell all. But that's not really the purpose of this lightweight collar camera, the centerpiece of a digital campaign for Nature's Recipe pet food. The device is supposed to capture the world from your dog or cat's perspective, snapping photos so you can create an online scrapbook under headings like "So That's What My Shins Look Like."

The campaign, from JWT's Digitaria in San Diego, public relations firm Hill+Knowlton Strategies, media shop Starcom and social agency VaynerMedia, launched recently with online scrapbooks from bloggers and pet advocates. (Nonspoiler alert: there's lots of sky, trees and food bowls in a day in the life of a pet.)

From now until March, animal lovers can win their own collar cams and, possibly, a pet-friendly vacation as part of the "Nature's Recipe for Moments" contest. Or they could just end up with a bunch of pictures of the inside of their toilets.