Top Story


Home >> Media - Others >> Article

Starcom ties up with Hollywood’s Pier3 Entertainment

Font Size   16
Starcom ties up with Hollywood’s Pier3 Entertainment

Starcom Entertainment and Hollywood’s Pier3 Entertainment are entering into a strategic partnership. The alliance is being seen as a mutual sharing of expertise. It will also provide Pier3 Entertainment’s American clients opportunities in India and China.

Ravi Kiran, CEO-Specialist Solutions, Asia, Starcom MediaVest Group, said, “Entertainment and embedded marketing are rapidly emerging as among the surest ways to connect with today’s consumers. We have had experience developing this competence over the last three years in India and Philippines, and many of our clients have benefitted. Before we expand our work across China and other Asian markets, we felt it would be a good idea to partner with an experienced company like Pier3.”

Starcom works closely with entertainment asset owners such as movie producers, TV stations and music labels, as well as entertainment talent and other stakeholders. Some of its clients include Western Union, WorldSpace Satellite Radio, Singapore Tourism Board, Totalfina Elf, General Mills, ING Vysya Life, Diageo Radico in India; and San Miguel, McDonald’s, United Laboratories and Western Union in Philippines.

On the other hand, Pier3 Entertainment has clients in the movie, television, music video and gaming sectors. It started out in 1996, and has worked on various embedded entertainment and marketing strategies including the integration of AOL in the film ‘You’ve Got Mail’. Some other integrations that it carried out included Volkswagen and Kodak in some television serials, and the promotional partnership between the film ‘The Da Vinci Code’ and Google.

Thomas Loversky, President, Pier3 Entertainment, said, “Many of our clients in the US are now looking for entertainment marketing opportunities in China and India. We had been looking for an Asian partner for a while, who would have an understanding of entertainment marketing, as well as have on-ground experience. It was clear to us that we were meant to partner with Starcom. We are looking forward to cross-leveraging Pier3 Entertainment’s decade-old experience with Starcom’s experience and relationships.”

The process of identifying and facilitating the partnership was done with the help of Elizabeth Turner, CEO of Turner Fox Productions.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends