CAMPAIGN-I: Starcom IP wins CGEY online media account

Starcom IP has won the online media account for Cap Gemini Ernst & Young in a two-way pitch against its fellow B-Com3 agency, MediaVest.

Starcom IP has won the online media account for Cap Gemini Ernst & Young in a two-way pitch against its fellow B-Com3 agency, MediaVest.

The account is the first independent client win for the new-media shop, which last week announced that it was breaking away from its parent media agency, Starcom Motive (Campaign, 24 November).

The win is the European and Asian online account for the management and IT consulting company, which recently became CGEY as the result of a merger. MediaVest Interactive will be handling online media for the brand in the US.

The campaign, which is understood to be worth around pounds 1 million, will include an e-business challenge on a banner ad that will invite browsers to advise hypothetical businesses on their future strategy. Aimed at attracting IT consultants and students, creative for the campaign will be done by the digital creative agency Clarion, also part of the B-Com3 group.

CGEY will also be using the ad campaign to lay the ground for its recruitment drive. It will attempt to demonstrate how challenging and interesting working for the company could potentially be.

John Owen, a joint director at Starcom IP with Jez Groom, said the account win signalled the growing independence of Starcom IP as a standalone business unit.

He said: 'The initial campaign will be mainly banner advertising, involving rich-media executions as well as simple gifs. We are going to use a variety of sites - from to to StepStone - to target the different audience segments we identified. This audience includes everyone from chief executives to IT professionals to students and potential recruits.'

Owen said that the campaign was as much about corporate branding as it was about attracting potential employees. 'It's about promoting the existence of CGEY in the right environment,' he said.

Owen is confident that CGEY was going to be one of the biggest clients for Starcom IP over the next year.

He added that there was no hard mechanic to the campaign and to expect different phases of creative activity in the future.


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