Starcom adds global media strength to Saatchi

Joint Media Release
18 March 2004 For immediate release

Starcom adds global media strength to Saatchi offering

Saatchi & Saatchi New Zealand clients will gain access to the world’s largest and most sophisticated media planning and buying services through a deal announced in Auckland today.

From 1 June 2004 Starcom New Zealand Limited, part of Starcom MediaVest Group, the world’s largest advertising media specialist, will assume responsibility for Saatchi & Saatchi’s media departments in New Zealand. All of the Saatchi & Saatchi media team will transfer to the new agency which will be managed as a fully-integrated, but independently run operation.

Former Colenso, Mojo and McCann Erickson media head, Paul Maher is returning to New Zealand to take on the CEO role. Since 2002 Maher has been the CEO for Starcom MediaVest Group in Canada. Alistair Jamison, formerly media director at Saatchi & Saatchi will be the new General Manager of Starcom New Zealand. Alistair will have strategic oversight of the critical Customer Insights part of Starcom’s service offering.

Saatchi & Saatchi Chief Executive Officer, Andrew Stone says that this is an important strategic move to increase the value of the agency’s service offering to New Zealand clients.

“Our clients now have access to not only the best creative services, but exposure to leading edge international thinking in media strategy and buying.”

“Starcom will help us keep our clients up-to-date with the latest global knowledge, strategies and resources for building strong and meaningful connections with their customers.”

Starcom Group Director Kevin Malloy who will oversee Starcom’s New Zealand and Australian operations says that in the global context of fragmenting markets, technology developments and new media channels, Starcom encourage their clients to move beyond the traditional media metrics, and offer new measurement tools and a research orientation focussed on strategic planning and a more effective return on client investment.

Starcom media consultants work alongside the creative teams and client strategists at an early stage of the communications planning process offering consumer insights and a broader range of effective contact strategies.

Malloy says that Starcom New Zealand will be closely linked with the number one ranked Australian operation to ensure a strong trans-Tasman offering.

“Over the next 12 months we will concentrate on providing Saatchi & Saatchi clients with the benefits of being linked with the latest international thinking and tools. Clients will continue to be served by their dedicated team but will gain from greater consumer insights and our world class resources.”

Starcom MediaVest Group has 136 offices in 77 countries and manages over US$18B of advertising revenue per year.

ENDS

Starcom Q&A

What does the Starcom announcement mean for Saatchi & Saatchi?
From 1 June 2004 Starcom New Zealand Limited, part of the global Starcom MediaVest Group will assume responsibility for Saatchi’s media departments in New Zealand. Starcom will operate as a financially independent and autonomous company, but will work closely alongside the Saatchi & Saatchi client teams to deliver world class creative and customer contact strategies.

This is an important strategic move for Saatchi & Saatchi, allowing the agency to increase the value of its service offering to New Zealand clients.

What is the background of Starcom?
Starcom New Zealand is part of the international Starcom MediaVest Group (SMG) which has 136 offices in 77 countries worldwide. SMG was voted Media Agency of the Year in 2003. Last year it was also recognised by RECMA with the only AAA rating in the media buying sector. Advertising Age ranked it number one in the specialist media category.

With billings totalling US $18.40 billion, Starcom clients include top performing multinationals such as P&G, Coca-Cola, GM, McDonalds and Kraft.

Where will Starcom’s offices be located?
Starcom will be situated in the same buildings in Wellington and Auckland as Saatchi & Saatchi but will have separate offices.

Who is going to head this operation?
Former Colenso, Mojo and McCann Erickson media head, Paul Maher is returning to New Zealand to take on the CEO role. Since 2002 Maher has been the CEO for Starcom MediaVest Group in Canada.

Starcom Group Director Kevin Malloy will oversee Starcom’s New Zealand and Australian operations and Alistair Jamison, formerly media director at Saatchi & Saatchi will be the new General Manager of Starcom New Zealand. Alistair will have strategic oversight of the critical Customer Insights part of Starcom’s service offering.

What will the changes be for Saatchi clients?
Saatchi & Saatchi clients will have the same core team dedicated to their business producing first-rate creative solutions, and the same media consultants providing advice to them. The difference lies in Starcom’s ability to provide clients with access to the latest tools and resources and international best practice studies, in order to offer greater consumer insights and improve their contact strategy.

When will Starcom start operations?
Starcom New Zealand will be officially open for business from 1 June 2004. Starcom New Zealand’s number one priority this year is to concentrate on providing Saatchi & Saatchi clients with a more effective return on their media investments by using the latest international thinking, strategies and tools.

What will be the changes for staff?
All members of the current Saatchi & Saatchi media department will join Starcom. On a day-to-day basis staff members will continue to work alongside their colleagues at Saatchi & Saatchi attending all relevant client meetings. Starcom media consultants work alongside the creative teams and client strategists at an early stage of the communications planning process offering consumer insights and an innovative range of contact strategies.

What has led to this change?
In the global context of fragmenting markets, technology developments and new media channels, Starcom encourages its clients to move beyond the traditional measurements of reach, frequency and CPT (cost per tarp), and offers new measurement tools and research to achieve a more effective return on client investment.

Starcom offers a very different approach and philosophy, with an emphasis on having its consultants involved early and often in the communications planning process. Starcom aims to be an integral strategic partner to Saatchi & Saatchi and its clients.

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