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.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

SEBI (Securities and Exchange Board of India,) imposed the fine for delayed disclosures under the Listing Agreement and the Insider Trading Regulations

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.