Starcom is launching a division to specialise in engaging consumers with brands through non-traditional media channels.
Called Starcom +, the unit will offer broadcast sponsorship, product placement and advertiser-funded programming. Outside television, it will advise brands on using advertorials, events and newer media such as retail networks and experiential marketing.
The unit will operate across both Starcom and Starcom MediaVest. It will be run by Adam Bishop, Jayne Stephens and Gail Biggins, all reporting to Starcom Europe, the Middle East and Africa managing partner Andy Roberts.
Roberts says: “We know from our engagement panel research that exposure does not guarantee engagement, given consumers are bombarded with a staggering 5,000-plus messages each day. Therefore it is imperative that we look for different and more engaging ways to connect with consumers.”
Starcom already claims to be brand leader in the area of broadcast sponsorship, based on the value of its deals, which include Cadbury’s sponsorship of ITV’s Coronation Street, Pizza Hut’s tie-up with Channel 4’s The Simpsons and Ginsters’ link with Five’s Joey.
Roberts adds: “This is a natural development for us – we are devoting more expertise to an area in which we already excel.”