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.