This business helps advertisers reach out to the consumer universe. Starcom MediaVest Group is a leading media planning and buying agency (along with rivals OMD Worldwide and Mindshare), with 110 offices in almost 70 countries. The media group helps advertisers determine the correct mix of media to get their message out and buys air time and space in print publications for the ads. In addition, it offers specialized media services through such units as SMG Search (search marketing expertise) and Forty-Two Degrees at MediaVest (multicultural media). Starcom MediaVest is part of VivaKi, an advertising and marketing communications division of Paris-based advertising conglomerate Publicis.
As clients cut back on their advertising and media spending budgets during the sagging economy, Starcom has been blending creative services with its media buying capabilities in order to separate itself from the rest of the pack. Over the years it has been working to integrate buying strategy, creative, and production as one single offering for its clients.
Looking to unify its media buying operations and optimize its operating structure, Publicis launched VivaKi, an operating unit that encompasses Starcom MediaVest Group, sibling media services unit ZenithOptimedia, and digital agencies Digitas and Razorfish.
Formerly a unit of Bcom3 Group, Starcom MediaVest was formed in 2000 following the merger of The Leo Group and MacManus Group. Bcom3 was acquired by Publicis in 2002. – less