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Starcom MediaVest Group launches OOH arm, Navia, in Malaysia

25-October-2007
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Starcom MediaVest Group launches OOH arm, Navia, in Malaysia

Starcom MediaVest Group (SMG) has introduced Navia Malaysia, an out-of-home (OOH) specialist. Functioning as a division of SMG, Navia Malaysia’s suite of services for the OOH media include media planning, site survey, negotiations, creative development and production, site monitoring and maintenance as well as campaign evaluation in all key cities across Malaysia.

Navia has been successfully offering specialist OOH solutions in India and the Philippines for more than three years. It launched its Indonesian operations earlier this year.

“The arrival of Navia Malaysia not only signals the exciting and dynamic new synergy within the Starcom MediaVest Group, it also epitomises our commitment as a provider of total brand communications with increasing holistic capabilities,” said Yap Chee Weng, CEO, SMG, Malaysia.

“Our year-on-year billings have increased by 180 per cent over the last couple of years, which is a phenomenal growth rate, especially when compared to the segmental growth. Because of this high growth, it is crucial that we set up a unit to give specialised OOH solutions to our clients,” explained Weng. The introduction of Navia Malaysia is also driven by SMG’s belief of putting consumers at the centre of all that they do.

Weng added, “Whatever the medium, we are guided by our 4Cs framework of Consumers, Contact, Category and Content. Drawing on our insights into these 4Cs, which range from behavioural characteristics, capabilities and constraints, to form and demands, we marry the best understanding of the 4Cs and deliver the message to the consumer in a way that he will find relevant, engaging and enduring.”

SMG also revealed that Navia Malaysia had recorded billings of RM43 million, capturing a market share of 17 per cent. Leading Navia Malaysia as its GM is Philip Hew, who has over a decade’s experience in the OOH field. Hew said, “Our experience and unique proposition hold us in good stead as we bring a new level of professionalism into the OOH industry in Malaysia, and raise the OOH service bar to our clients.”

“SCOPE plays a critical role in Navia’s internationally proven work process, which integrates consumer and category insights with OOH information to deliver a creative product that addresses clients’ needs and achieves set objectives. With SCOPE, the OOH solutions recommended by Navia are 10-25 per cent more productive and efficient,” Hew added.

“The OOH industry focuses mainly on rates, negotiations and buying, and too little on effective planning and innovation,” observed Melissa Ho, Regional Director for Specialist Solutions, SEA, SMG.

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