B COM3 to unite global media under Starcom name

B COM3 is to merge its global media operations under the Starcom banner, leaving MediaVest with only two independently branded operations worldwide.

B COM3 is to merge its global media operations under the Starcom

banner, leaving MediaVest with only two independently branded operations

worldwide.



MediaVest and Starcom will continue to function as separate agencies in

the UK and the US but the Starcom name will be adopted by the merged

operations in all other markets.



A new holding company, Starcom MediaVest Group, has been set up to

manage both brands and Jack Klues, the chief executive of Starcom

Worldwide, will head the group.



The new network will begin to consolidate its agencies’ worldwide

resources immediately with the merging of the organisation scheduled to

be finalised by 2001.



SMG’s existing consortium agreements in markets such as Belgium and

Germany will continue but are expected to be affected in the long

term.



’We will live up to our contractual agreements but I don’t know how

things can be best resolved after that,’ Klues said.



Klues will run SMG from Chicago alongside the network’s chief operating

officer, Bob Brennan, and Kevin Malloy, the executive vice-president of

international operations and chief executive of MediaVest US.



Mark Cranmer, the chief executive of Starcom Motive UK and head of

Starcom in Europe, takes over as SMG’s chief executive for Europe, the

Middle East and Africa, leaving the future of Adrian Birchall, who

filled the role for MediaVest, uncertain.



Although the independent UK and US agencies will not pool their media

buying resources, there will be greater collaboration on issues such as

research and systems.



’We have to ensure we don’t jeopardise client relations and we must put

safeguards in place to ensure that the information that should be

secured is,’ Klues said. ’But there is more opportunity for

confederation and the collaboration of resources in the UK than in the

US.’



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).