In a world where emerging technology is creating more and more opportunities to contact consumers with the sight, sound and motion impact of video, each day creates new challenges for marketers to tackle. In his role at Starcom USA, Chris Allen is at the forefront of developing new models within the video space for investing clients’ dollars and reaching consumers in new, accountable and compelling ways on behalf of some of the world’s biggest marketers. Fortified by a strong background in national broadcast buying, he continues to make great strides in advancing an exceptionally progressive industry. Fueled by a relentless passion for learning, Allen drives to obtain better, smarter and faster information to enhance agency media plans.

In his role, Allen helps lead Starcom’s Video Innovations Group and is charged with determining best practices and standards for emerging video technologies. As such, he helps invest clients’ advertising dollars across cutting edge video contact points such as addressable advertising, online video, DVRs, Video On Demand, IPTV, interactive TV, mobile video and more. Allen dedicates his time to helping Starcom and the industry understand metrics – such as TiVo’s Power||Watch™ and Stop||Watch™ and second-by-second set-top box measurement – and how they help the industry move towards greater precision in measurement.

Allen is also an active contributor to the VivaKi program The Pool, a testing initiative built on the collaborative participation of a select group of clients, content providers and tech companies—all of whom are “pooling” insights and resources in pursuit of future engagement models while still in the development stage.

Allen joined Starcom in 2007 from GSD&M, where he was named VP in 2003.  His innovation talents were realized when he oversaw AT&T’s $2 billion rebranding effort after its merger with SBC Communications where he managed all national television and radio buying initiatives.  His expert knowledge and experience was called upon a second time when AT&T partnered with Cingular and Bell South, and Allen again oversaw all broadcast buying for the client, proving that he is a top-tier media thinker. Allen also served on the agency’s Operations Committee where he was responsible for staffing and managing all operational aspects of the Chicago office. His position enabled him to shape best-practice processes for national television and radio buying.

In 1997, Allen moved to GSD&M’s Chicago from its Austin office to strengthen the national broadcast buying group and he started as a national broadcast planner and was later promoted to associate director. His great capacity for learning and mastery of new skills allowed him to manage broadcast buying duties for virtually every GSD&M account, including AT&T, MasterCard, DreamWorks, the U.S. Air Force, Chili’s Grill & Bar, Pennzoil, United Healthcare and more.  Allen negotiated the best value for his clients and constantly sought new and innovative ways to gain effective and significant exposure. His formidable capacity to adjust to the ever-changing landscape of media buying platforms allowed him to negotiate upfront deals and manage sponsorship contracts on Fox NFL, ESPN Radio, NPR’s acclaimed multiplatform Story Corps, and more. Allen began his career at GSD&M in 1995 as a media coordinator demonstrating leadership while working on local print and broadcasting.

When he is not negotiating to find an edge for his clients, Allen can be found at his home in Lakeview or jogging by the lakefront. He graduated from the University of Texas in 1994 with a B.S. in advertising.