Its CEO resigned abruptly, as did its head of digital, and three people from its digital unit are to leave. Replace-ments are on the way, but the agency could do without such upheavals as it ushers in a new approach to its trade.
Starcom is the world's largest media network (if you trust the Recma figures), and it wants to move away from its roots as a brawny media buyer to become a brains-led communications consultant. Consultancy, after all, is where the margins are, and the field on which media agencies look increasingly likely to compete.
In fact, most media networks worth their salt have been making similar claims - with varying degrees of credibility. Starcom's idea is to go beyond the old measures of brand awareness and likeability, and be an expert in 'consumer intent'. This is a sensible move, particularly in Asia where it is not the biggest player - as it is, by some distance, in the US.
Positioning is one thing. Winning business on the back of it is another. Starcom will hope that clients will prove as receptive to the new orientation across Asia as they are in India, where the model is at its most advanced. There, clients can choose from a full menu of new services -from entertainment to rural marketing. The question is in which markets these services will sell and how Asia's buying-led clients will respond to the strategic rethink. As for the Singapore office, clients will hope that the staff changes, which are not believed to be linked to the agency's new direction, are minimally disruptive, and that the incoming CEO is the right choice to replace widely-respected veteran Jaswinder Kaur.
<b>J&J review a cause for IPG concern</b>
After prolonged speculation, Johnson & Johnson (J&J) has finally confirmed what many in the industry had suspected ?a comprehensive review of all its global media buying and planning duties. In Asia-Pacific, the review is of particular significance to Interpublic Group agencies Universal McCann and Initiative. J&J has stated that last year's acquisition of Pfizer consumer healthcare is a key driver behind the decision to pitch; however, it seems equally likely that a series of internal talent changes on the client side have played a role. Meanwhile, for the IPG agencies in Asia, the review must be of concern, particularly after Universal McCann lost its grip on the China business last year.
