Lena Petersen to join strategic advisory firm MediaLink as first Chief Brand Officer
Petersen was previously EVP, Global Product and Partnership at Starcom MediaVest Group, and before joining Starcom was VP, Corporate Communications at Leo Burnett
NEW YORK, NY – August 2, 2016 — MediaLink, the strategic advisory firm serving companies at the intersection of media, marketing, advertising, entertainment and technology, today announced that Lena Petersen is joining the company in the newly created role of Chief Brand Officer, reporting to Michael E. Kassan, Chairman and CEO.
As Chief Brand Officer, Petersen will be responsible for developing and amplifying MediaLink’s brand marketing activities. Since 2010, MediaLink has developed ancillary programming tracks at Cannes (Daily Dose); CES (Brand Matters); and The Technology of Storytelling (dmexco) that have since become major thought leadership platforms. She will augment existing owned franchises and develop new visibility platforms at leading global conferences and tent-pole events. Petersen will also be responsible for agency relations, including sponsorship opportunities, event ideation and branding and art direction for all programs and franchises. Petersen’s role will bifurcate marketing responsibilities, which will allow Dee Salomon, MediaLink’s CMO, to concentrate on the strategic marketing needs of our growing roster of clients.
Petersen joins MediaLink from Publicis Media, formerly Starcom MediaVest Group (SMG), where she was EVP of Products and Partnerships, orchestrating a series of industry-first brand partnerships and events, including agency-led experiences at Cannes, dmexco, CES and Mobile World Congress, many in partnership with MediaLink.
“Lena is particularly adept at producing disruptive platforms and approaches that differentiate companies in crowded operating environments,” said Michael Kassan. “As MediaLink continues to grow and looks to expand globally, Lena’s focus on the MediaLink brand is ever more important.”
Petersen is credited with having elevated the reputation of SMG and its clients through innovation industry alliances and programming with the Association of National Advertisers, TED, Vanity Fair New Establishment Conference and GSMA. Petersen also co-directed SMG’s Global Product Committee and is attributed with reinventing SMG’s award program. Her efforts helped earn SMG nearly every major Agency of the Year title, including top honors at the Cannes Festival of Creativity, EFFIE North America, Festival of Media, EuroBest and Dubai Lynx.
Petersen joined SMG in 2000 from Leo Burnett to help launch Starcom as a stand-alone media agency. At Leo Burnett, she was responsible for marketing communication efforts for the global network and its executives. Prior to joining Burnett, she worked in state government as Assistant Press Secretary for the Office of the Speaker and Illinois House Minority Leader. She will operate out of MediaLink’s Chicago office.