Kate Sirkin

Global Research Director
Starcom MediaVest Group

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As a 20+ year -veteran of the media business, Kate Sirkin, executive vice president and global research director, Starcom MediaVest Group (SMG), oversees a massive worldwide budget as she manages emerging media trends, data and support for SMG clients, initiates proprietary studies and acts as the company’s voice on critical media issues.
A native of England, she joined Leo Burnett’s London office in 1988 as a media researcher and moved to the head office in Chicago in 1997.
Throughout her career, Kate has spearheaded a number of research initiatives that have helped to expand the field of media research, from early investments in brainwave monitoring to evaluate impact on attention levels to tv programs and commercials and eye tracking in pursuit of optimal OOH placement and content, to television optimization, single source analysis and fusion. Kate has also developed parameters to determine the value and effectiveness of advertising in big-ticket TV events (i.e. Super Bowl, Oscars and the Olympics.).
Sirkin’s current role provides her the opportunity to develop strategic alliances with key players in the industry that can help support SMG's leadership in the market. She is currently working on improving the way the industry thinks about diversity measurement, developing applications that help delivery more effective human focused brand experiences and partnering with the large portals to generate new knowledge that really optimizes the digital recommendations we make for our clients brands.

She is a founding member of MASB (Marketing Accountability Standards Board), past executive and board member of the ARF and now CIMM.  Kate was promoted to the SMG board in March 2005.

 

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