What do you do if you’re a global corporation that has hundreds of millions of dollars to spend on your ad strategy and you want to get the biggest bang for your buck?
Well if you’re Microsoft, Yahoo, Burger King, Disney or Coca Cola – you go to Starcom MediaVest, the media agency that will ensure that your marketing budget is stretched as far as possible.
Starcom Media Who?
Starcom MediaVest is part of the Publicis Groupe with its headquarters in Chicago. It currently employs 6,000 people in over 100 offices located in 68 countries across the globe, and in 2011 it was the World’s number one media agency, with recorded billings of just over $34billion. Sixty one per cent of that business originated in the US, 10% in Asia Pacific and 29% in EMEA countries.
The company was formed twelve years ago from the media divisions of Leo Burnett and D’Arcy and it still operates under the separate names of Starcom and MediaVest in some markets. Currently the organisation sits in the Publicis Groupe, alongside partner ZenithOptimedia.
Starcom MediaVest’s operations are currently strongest in North America, with slightly lower ranking in other markets – Europe in particular. In both 2006 and 2007 the business was named US Media Agency of the Year and in 2009 Starcom was named Media Agency of the Decade by AdWeek.
What do they do?
As a media agency the company develops and delivers marketing campaigns for its clients, but where Starcom MediaVest differs from ordinary media or marketing agencies is its size and reach.
It’s multi-platform, global solutions are developed in conjunction with digital giants including Google and Microsoft, along with other Publicis digital and media properties such as ZenithOptimedia, Denuo, Digitas and the recently purchased RazorFish, under the umbrella brand Vivaki. This model allows Starcom to offer its clients some of the most innovative and sophisticated marketing solutions available. After all, what potential client is going to say no when you have Google on speed dial?
That’s what you can do when your client list reads like a who’s who of planet Earth’s biggest and best-known brands, including Honda, Heineken, Yahoo, Walt Disney, Coca Cola, Mars, Carrefour, Kraft/Cadbury and GlaxoSmithKline, as well as Microsoft, P&G and Burger King. If you aren’t in the Starcom MediaVest black book then frankly, you don’t exist.
As well as panning and delivering technologically advanced marketing strategies Starcom MediaVest also deal in data. They have the capacity and capability to undertake research in order to inform their own campaigns and the marketing activities of other businesses. An example of this would be the recent Luxe study, which looked into the purchase journey of luxury products in China. The study revealed that China has slipped ahead of the US as the world’s second-largest consumer of luxury goods after Japan and when you can sell information like that, you’re going to be worth a lot of money.
Like many other of the world’s largest companies, Starcom MediaVest have seemed impervious to the financial woes that have affected less robust organisations.
The company has recently announced its reappointment as media agency-of-record by Philippines pharmaceutical giant Unilab, which currently boasts a 20% share of the local market and has a portfolio of medical and healthcare brands including Myra, Enervon and pH Care.
Starcom have also made key appointments in Japan, with the employment of Alfred Chen as regional director of Hong Kong – a move designed to make more senior talent available to that arm of the business. The company also appointed Brian Terkelsen to the post of chief executive of MediaVest USA, while Matt Blackborn will take over as president of emerging markets.