Leo Burnett and Bartle Bogle Hegarty have unveiled details of their
new joint media company, Starcom Motive Partnership, just days before
Burnett officially merges with the MacManus Group to form a new global
Starcom Motive Partnership will merge BBH’s Motive media brand and
Burnett’s Starcom into a single operating entity, which will become the
lead office for Starcom’s European network.
However, details of the exact shareholding in the new venture have been
kept under wraps. The Leo Group holds a 49 per cent stake in BBH, but
both parties have refused to comment on the ownership of the merged
The new agency is claiming combined billings of pounds 440 million with
a client list that includes Procter & Gamble, McDonald’s, Whitbread and
Starcom also brings two new high-profile pieces of business to the new
agency after this week scooping the pounds 18 million Heinz media
planning account, previously handled by the Billett Consultancy, and the
pounds 20 million media for Lego in eight European markets, including
Mark Cranmer, Motive’s managing director, has been confirmed as managing
director of the new UK operation. He will also head Starcom in
Beneath Cranmer, the senior executives of both Starcom and Motive will
sit on the same management level. Starcom’s joint managing directors,
David Connolly and Richard Beaven, take over as executive director of
European operations and executive strategic director respectively.
Motive’s client services director, Iain Jacob, buying director, Andy
Roberts, and strategic development director, Kevin Brown, take up the
same roles in an executive capacity at the new company.
Cranmer said that there would be no change in the people or the beliefs
of either company and that the new company would build on the best that
both Motive and Starcom had to offer.
’But this is also about a fresh start, building a new company that is a
truly rounded media services company building strength in depth,’ he
The future of MacManus’ own media brand, Media-Vest, after the merger
with Burnett goes through remains unclear. While Media-Vest is likely to
merge with Starcom in some markets, a UK merger is not on the agenda.