Starcom USA has named Brandon Starkoff as vice president and mobile activation director, charged with growing the agency's presence in mobile.

The Chicago-based executive will add that role to his existing global client service duties.

"I've been charged with leading Starcom USA's understanding of mobile marketing and providing industry-leading insights to clients hungry to compete in this space," Mr. Starkoff said.

Although the position was created more than a year ago, Mr. Starkoff was only recently offered the post.

"We continue to formalize the mobile discipline here with increased, dedicated support," Mr. Starkoff said.

Starcom USA is the full-service media unit of Starcom MediaVest Group. Its 900-plus employees offer services in media management, response media, and Internet and digital communications.

Mr. Starkoff has previously worked on creating and implementing mobile programs for Starcom USA clients as part of his account management duties.

The agency has run mobile campaigns including SMS text messaging and integration with outdoor advertising and events.

Starcom USA also deployed the industry's first mobile brand accountability study.

Mr. Starkoff will now help develop the agency's mobile standards, communications strategies and best practice.

"We think of mobile as a platform versus seeing it as a tactic," Mr. Starkoff said.

"We recognize mobile's power to link all other contact points to provide greater value to our clients' customers and prospects," he said. "There's a lot of potential to use mobile as the primary portal for consumer-centric brand experiences."

Mr. Starkoff has held his current global account position since the past three years. Previously, he worked on the Sun Microsystems account as associate media director. He joined Starcom USA in 1999.

The executive will report to Starcom USA president and chief activation officer Chris Boothe for his mobile duties.

Where does Mr. Starkoff see mobile marketing and media evolving?

"Mobile's potential lies in its development into a robust, location-based platform that will offer consumers the ability to connect with others instantly from anywhere at any time," he said.

"The growth of applications and increased sophistication of devices will facilitate connections that can be leveraged to our clients' advantage with proven results."