Top Story

e4m_logo.png

Home >> Advertising >> Article

Starcom Entertainment is now The Bridge

29-May-2008
Font Size   16
Starcom Entertainment is now The Bridge

Starcom Entertainment, the entertainment and embedded marketing unit of Starcom MediaVest Group, has been rechristened The Bridge. The specialist unit, which has been operating in different parts of Asia since 2003, will have a three-hub operational structure, based in Mumbai for South Asia, Singapore for South East Asia and Shanghai for Greater China and North Asia.

Ravi Kiran, CEO-South East and South Asia for Starcom MediaVest Group, said, “It is our conviction that as consumer attention becomes increasingly scarcer, we will need to use content and entertainment assets as a powerful and effective vehicle to connect our brands and their customers. Our experience with our entertainment marketing offering across India, the Philippines, China and other markets over the last five years has given us the confidence that we can create a full service Asia wide offering that would immensely benefit our clients.”

Pranay Anthwal, General Manager-India, The Bridge, said, “This is more than a simple name change. The new name now says what we do, rather than who we belong to. It will help us build a more focused future and also engage clients of Starcom MediaVest Group’s sister network, ZenithOptimedia, more effectively.”

The unit offers solutions on four main entertainment platforms – movies, television, celebrities and music. It strives to structure a full service entertainment marketing strategy and activation solution, covering product placement, brand integration, promotional tie-ins, licensing and merchandising, celebrity endorsement strategy, negotiation and outreach programs, brand asset creation, advertiser funded programming and others. It also consults entertainment asset owners on making their offers more marketer and brand ready.

Established in 1998 in Chicago, Starcom Entertainment has worked with some of the world’s best known marketers and entertainment assets. In Asia, the unit has worked with well-known marketers such as San Miguel, Singapore Tourism, WorldSpace satellite radio, Zydus Cadila, Sony Pictures Releasing, SAB Miller, Sandisk, Diageo, and General Mills, among others.

In April 2007, the unit formed a two-way strategic partnership with Los Angeles-based entertainment marketing company Pier3 Entertainment to cross-leverage each other’s capabilities and expertise. Several Asian marketers are exploring opportunities of integrating their brands into Hollywood movies and American TV content through this partnership. The Bridge is in the process of creating a unique ecosystem that aims to converge asset owners and independent talent to deliver value to its clients on a collaborative platform.

Starcom India is headquartered in Mumbai though their digital business is based out of Bangalore.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business