MEDIA-I: Starcom sets up new interactive unit

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