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Starcom floats StarSight for outdoor media

07-June-2004
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Starcom floats StarSight for outdoor media

In a strategic move, the Publicis Groupe-owned Starcom MediaVest Group— which provides media strategy and investment services to clients of Publicis’ three creative agencies, Leo Burnett, Ambience Publicis and Orchard—has floated a new company called ‘StarSight’. The objective behind the move is to provide ‘Out-Of-Home’ (OOH) media and planning solutions to its clients, informs Starcom managing director India-West & South Ravi Kiran.

“Our new company StarSight has branches in Mumbai, Delhi, Bangalore and Chennai. With this move, we will be able to provide a complete range of ‘Out-Of-Home’ media solutions to our clients—including ambient media (in-store advertising) and transit media solutions,” he adds.

Recently, Starcom rebranded one of its diversified services called ‘Starcom Digital’ to ‘Star IP’ in sync with the global brand name. Incidentally, Starcom Digital provides digital planning and buying for clients in the digital media. Last year, Starcom diversified into sports marketing by launching ‘Relay Worldwide’.

As for its core media specialist services, Starcom MediaVest has recently introduced a new technique called ‘Passion Group Marketing’ to offer value-added services to its clients. Essentially, the mode of marketing is all about building brands around ‘‘consumers’ passion’’ (interests & hobbies).

“While traditional marketing puts the brands in the centre, this mode of marketing puts the consumers in the centre. It’s a direct outcome of permission marketing,” says Mr Ravi Kiran.

Recently, Starcom introduced yet another new discipline called ‘P2P (Peer- to-Peer) marketing’. Through this technique, the company uses one consumer to sell the brand to another prospective one. “Traditionally, we use ‘word- of-mouth’ for advertising. Here, for actual selling we use peers to recommend a particular brand to others,” he adds.

In addition, the agency is all set to roll out a global tool called ‘Brand Master’ in July this year. “This tool will help us decide the ad budget for our clients’ brands. With our diversified services, we offer media solutions in sports, digital and entertainment segments,” says Mr Ravi Kiran.

Starcom MediaVest began its operations in India under the Starcom name in January 2000. And today its clientele includes P&G, Balsara Hygiene, Sun Microsystems, Sony India, Sony Pictures, HDFC and Hungama TV among others.

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