SINGAPORE: Starcom has set up a new interactive unit, Starcom IP, and
appointed D Sriram as Singapore managing director.
Jeffrey Seah was previously managing director of Starcom in Singapore,
and is replaced in that job by Sriram.
Starcom IP will do digital marketing consultancy work for clients direct
and help Starcom media planners to provide integrated solutions
combining offline and digital mediums - the web, interactive television,
SMS, WAP technology and so on.
"Understanding new media requires a lot of technical expertise which is
why the traditional media planners need Starcom IP to provide advice and
guidance," said Sriram, who was previously Hong Kong and China general
manager for MediaVest, D'Arcy's media agency.
Starcom planners remain responsible for planning digital media because
the media agency "is evolving from media planning into communication
planning", said Sriram.
"This involves taking a more holistic approach by examining all the
consumer contact points.
"Media planners are expected to be experts when it comes to television,
radio, newspapers, outdoor advertising and so on.
"So there's no reason why planners can't be experts when it comes to new
media," he added.
Starcom also felt compelled to establish a distinctive business unit so
clients appreciate its expertise in new media.
This was important because some clients are turning to technology
companies to build their presence online when they should rely on their
media agency, said Seah, regional managing director of Starcom IP.
Singapore became the regional headquarters because internet usage is
high in the city and the Starcom media planners in Singapore have some
relevant experience having done online campaigns for McDonalds,
Singapore Airforce and Singtel.
Starcom IP offices are also planned for Taipei, Hong Kong, Tokyo, Kuala
Lumpur and Seoul. Starcom IP started in the US in 1999.
