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.