Starcom Australia Credentials 2003. Starcom Australia Media ‘powerhouse’ - billing $1,221m+...
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Transcript of Starcom Australia Credentials 2003. Starcom Australia Media ‘powerhouse’ - billing $1,221m+...
Starcom Australia
• Media ‘powerhouse’ - billing $1,221m+ annually– recent acquisition of two major media ‘independents’
• Unrivalled ‘clout’ and resources to deliver:– best rate deals– best people– best research
• Only true national media agency in Australia– local market knowledge underpinned by national
negotiating clout
Voted Media Agency of the Year
Ad Age Global Editor, Conor Dignam is quoted as saying:
“This year for the first time we’ve picked a Global Media Network of The Year. It’s a long overdue recognition of
media’s crucial role in today’s marketing mix. Starcom picks up this inaugural award after a storming debut year, which saw it pick up $5.7b in new business but, more importantly
establish itself as a brand recognised for it’s strength in strategic media planning.”
Global Success
2000$2.129b
$1.625b
$1.013b
$0.79b
Equmedia
MIMO
Zenith
OmnicomUniversal
Carat
$0.32b$0.25b
$500m
$1,000m
$1,500m
$2,000m
B&T, 14 February 2003
Local Strength - Stacom’s negotiating group, Equmedia is the
largest in Australia
Top Media Agencies
Rank Company Media Billings ($A m)
1 Starcom 1, 221
222 ZZZeeennniiittthhh 111,,, 000111333
3 Mitchell & Partners 784
4 MindShare 612
5 OMD 510
6 Optimedia 440
7 Universal Media 322
8 The Media Edge 358 Est
9 Merchant & Partners/Initiative 310
10 Mediacom 300 Est
Source: AdNews, 14 February 2003
• Focus away from ‘cheap spots on the Box’
• Approach all Client planning from a strategic
viewpoint
• Probe Consumer Insights
• Understand who our target is / what they do - beyond
media habits - and how best to communicate with
them in most effective and efficient manner.
Our Media Approach
Compelling Connections
Working Philosophy
Innovative Insightful Communication Solutions=
Cut throughImpact
Staff empowerment
TrainingBest practice processKnowledge and insightsRelevant tools and data basesLeading edge systems
Compelling connections via:
Starplanner Tools and Databases
Client Extranet programme
Local Starsource info index
Starcom International intranet info centre
Market Update Presentations /Eye on Australia
On-line databases - Profound, Invue, WARC
Roy Morgan Asteroid Single Source database
ACNielsen Panorama single source database
Brand and category analysis tool
Econometric analysis of categories
Competitive advertising database
Kidscope research monitor
Teenscope research monitor
Life Imprint Familiarization Exercise
Creative Toolbox
Innovest
IP Tracker
Starcom Idea Gen Procedure
Contact Point Evaluation matrix
Apollo Effective Reach & Frequency
Media Pathways
Supermidas and TARDIS
Copy Lifecycle Analysis
Prodigy planning / buying system
BAT flighting optimiser
Geo Profile market prioritiser
Nielsen Media Advisor / Radio scope TV and Radio Audience Analysis tool
Print Evaluator matrix
Outdoor evaluator matrix
Web Ratings System
MediaWise planning and buying system
LIFE
CONTACT
MEDIA PATHWAYS
GEOprofile
TOOLBOX
Innovest
IP TRACKER
Using the Tools in the Star Planning Process
Identify relevant tools specific to planning requirements
Not all campaigns require same analysis
Discipline remains the same
Background
Str
ateg
ic
Tactical
Inve
stm
ent
Category Analysis
Media Market
Market Overview
Idea Generation
Strategy / The Brief
Consumer Understanding
Plan Options
Activity Levels
Contact Evaluation
Performance
monitoring
Negotiation / Implemen-
tation
Post Evaluation
TheTheBrandBrand
Understanding the relationship between the Consumer and their medium of choice
Media Pathways©“beyond media contact”
We know that different targets have different media behaviour
Traditionally, media research has stopped at Contact or Reach...
Pathways drills further…………..
Pathways Optimises Media Effectiveness
Time
Reach
Communicatewith max. no
of target group
Cut-through
High impactenvironments
importantup front
Awareness
Cut-throughmust translate to awareness
within category
Reaction
Call to actionwhen it
counts most!