Starcom Launches Sponsorship And Content Division

Media agency Starcom has announced the launch of a new division under the Group’s umbrella, Starcom+, specialising in non traditional but increasingly important media channels normally either closer to or part of editorial content.

This will range from broadcast sponsorship to product placement to ad funded programming in TV, outside of the TV arena it ranges from advertorials to events and experimental media.

The division will be run by Adam Bishop, Jayne Stephens and Gail Biggins, reporting to Andy Roberts, managing partner of EMEA.

The object of the unit is to help brands achieve greater levels of engagement in an increasingly complex media landscape.

Commenting on Starcom+, Roberts said: “This is a natural development for us, we are devoting more expertise to an area we are already excelling in.”

Earlier this year, commercial broadcaster ITV announced a review of its £10 million media business, resulting in advertising agency Starcom Motive resigning the account after working on it for ten years (see Starcom Drops ITV Account Amid Review).

ITV’s new marketing director, Clare Salmon, is reported to have told Starcom that the account was up for review, just three months into her new role. The start of 2004 saw ITV and Starcom in dispute over the value of the Cadbury sponsorship of flagship programme Coronation Street. Although this was resolved it is understood that Starcom still felt uncomfortable over the conflict of interests.

Starcom Motive: 020 7453 4444: www.starcommotive.com

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