The agency will now align its operations with sibling creative agency Beacon Communications
Sources in the market have indicated that the decision follows the in-house consolidation by tobacco giant Philip Morris of its smoking room (designated public smoking areas in Japan) activation business, which represented a major account for the Publicis Groupe agency.
Sources in the market have indicated that the decision follows the in-house consolidation by tobacco giant Philip Morris of its smoking room (designated public smoking areas in Japan) activation business, which represented a major account for the Publicis Groupe agency.
While Starcom previously operated from Beacon’s offices in Japan, the restructure will result in closer integration with the creative agency, according to Starcom’s North Asia chief executive, Paul Maher (pictured).
“We think clients will benefit from a closer relationship with Beacon,” Maher said, explaining that Starcom would be overseen by Beacon president Nicolas Menat.
Maher noted that Starcom would continue to service around 25 clients in Japan, including Procter & Gamble, Peugeot, Citroën, and Air New Zealand. He added that the agency would support a staff of around 20.
