Starcom MediaVest announced last week that it is to split and launch MediaVest as a separate agency. The Publicis Group agency made the decision just a week after it was announced that Diageo, the alcoholic beverages company, decided to move their account from Ikon to Leo Burnett, with MediaVest handling buying for the account. This is a move that raised eyebrows at the time, but CEO Chris Nolan (not THAT Chris Nolan) has said the intention is to raise to profile of MediaVest over a period of time so that it will eventually be “Of a similar size to Starcom.” He adds that “Globally the Starcom MediaVest business operate both brands and in the UK and US they run independently and they are both of comparable size to each other.” MediaVest will be launching officially as its own separate entity on the 1st of September, with Sue Kallas at the helm as general manager. Annick Perrin will become general manager of Starcom.
Chris Nolan (left) and Sue Kallas (right)
MediaVest will be launching with a staff of 20 and around a tenth of Starcom's $582 million billings. The client roster at launch includes (alongside Diageo) cosmetics behemoths Avon, the banking group UBS and Spotify, the world's most popular music streaming service. Nolan also says he would not be adverse to the idea of shifting Starcom clients over to MediaVest if “It was right for the client. Kallas has said that there has been strong interest in the more collaborative model, which will be utilised by MediaVest, she says there is “Definitely an appetite for it,” and that most clients she's spoken to “Have absolutely loved the thought of it.” Kallas has also said MediaVest would be open to working with creative agencies that were not part of the Publicis family. She says they haven't considered it yet, but that she definitely hasn't ruled the idea out as she would “Like MediaVest to be is what works for the client,” and “If that works” then they would look at it.”
MediaVest's client roster at launch includes (alongside Diageo) cosmetics behemoths Avon, the banking group UBS and Spotify, the world's most popular music streaming service
In other Starcom MediaVest news, it was also announced last week that the group's European executive director of performance and digital development, Stewart Easterbrook was to leave the agency network after 17 years of service. Easterbrook will be pursuing other interests in the technology, data and mobile space. Prior to his current role, Easterbrook served as the group's UK chief executive for five years, leading the agency during the country's monumental economic downturn. Easterbrook has been credited with helping the agency through those dark days, and whilst there was little new business won by the group throughout those wilderness years, it's been said he was vital helping to transform the operation to diversify revenues from its existing clients.
Stewart Easterbrook
Starcom MediaVest Group's president of dynamic markets, Iain Jacob, said that Easterbrook was “An incredible agent of positive change,” underlining the agency's “Significant gains in the digital space” under his watch. Easterbrook himself, said he has “Enjoyed the most fantastic 17 years with SMG,” and that over those years he has “Had the pleasure of working alongside many incredibly talented people on an amazing, transformational journey.” He says he is proud of his work for the agency in the UK and globally, but that for him, “From a personal perspective, this feels like the perfect time to explore new opportunities in an unprecedentedly fast-changing media communications world.” He says this “Exciting phase” for him would be made “All the more enjoyable by watching SMG continue going from strength to strength" from the sidelines.
Official Starcom MediaVest Group Website
Benjamin Hiorns is a freelance writer and musician from the UK. He don't like Mondays.
