General Motors has appointed Starcom MediaVest Group’s Starcom IP to drive digital marketing in the Asia-Pacific. Starcom IP is charged with developing digital insights, strategy, marketing programmes and measurement metrics. The company will also be focussing on Best Practice Development for GM APAC.
Vinay Dixit, Regional Marketing Manager, General Motors Asia-Pacific, said, “We have been impressed by the capability of Starcom IP in the digital marketing space, and have followed the developments in other parts of the world, especially in the US, with keen interest. We are confident that this association will enable GM Asia Pacific to implement the best digital marketing ideas in the region that leverage the global developments, and are customised to meet the diverse needs of the AP region.”
Commenting on the win, Ravi Kiran, CEO-Specialist Solutions, Asia, Starcom MediaVest Group, said, “General Motors is an important client for our network and we are delighted to have their digital marketing business in the Asia-Pacific. For Starcom IP, this mandate is a significant achievement and it reflects the compelling proposition our digital practice is developing under the leadership of Pushkar Sane, who was given the Asia leadership of Starcom IP in March this year.”
Pushkar Sane, GM, Starcom IP Asia, said, “These are exciting times as more and more Asian automotive shoppers are going digital at key points in their search and decision process. While the Internet is important in all markets in Asia, mobile, gaming and broadband are emerging as powerful avenues in several markets, as consumers, both young and mature, embrace technology with unprecedented eagerness. We are looking forward to working closely with GM Asia Pacific team in driving consumer engagement for GM brands through the region.”
Starcom IP is in the process of setting up a multi-location team that will be in charge of the General Motors account, and expects to make rapid recruitment of new talent across markets. The regional strategy team dedicated to the GM account will be located in Hong Kong, which is also the Asia headquarters of Starcom IP. A very senior person is expected to join Starcom IP as Head of the Regional Strategy team and key Account Manager on General Motors.
In the first phase of activation of the assignment, Starcom IP will focus on five key markets. It will develop strategy and guide activation of GM brands using all available digital avenues including online advertising, search engine marketing, search engine optimisation, web community marketing, peer-to-peer marketing, influentials programme, creation of GM proprietary digital assets, social media marketing, video, online, mobile, PC and console gaming. It will also establish region-wide metrics of digital effectiveness and return-on-objective (ROO) benchmarks and provide a single window assessment of in-market digital activity and its performance to General Motors Asia Pacific.