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McClatchy-Tribune  08/13/2014 9:26 AM ET
Starcom set on the digital route to growth [Bangkok Post, Thailand :: ]

Aug. 13--Starcom MediaVest Group (SMG), the global media agency, intends to generate half its revenue from non-traditional media to find a model for investment in this fragmented era.

President John Sheehy said SMG's policy focuses on growth through innovation and investment.

SMG believes in the human experience when thinking about brands, finding ways people connect with brands and the media to make a difference.

It will focus on three pillars ? digital, analysis and content ? for brands to understand consumer lifestyles, sparking insights, innovations and business-building results for clients.

Digital media dominates consumer behaviour, whether it is growing social media platforms or smartphone penetration, he said. Digital technology also allows media agencies to precisely track consumer behaviour and better measure their preferences.

After analysing the content, agencies can choose appropriate content for communicating with targeted customers.

"Media agencies do more than help clients buy media or create marketing campaigns. We can also find where consumers are and what they want to do," said Mr Sheehy.

Consumers have unlimited media choices, so media agencies need to keep up with trends to increase a brand's global reach. Cheaper smartphones mean more consumers can access their favourite content online.

These changes also mean clients can reach their target customers with a lower media budget.

Brands and media companies should know which screens consumers use to receive brand messages. Strategies are no longer segmented into first- or second-screen, but rather whatever screen a person is viewing at that time. For this reason, SMG shifted from TV to video planning to ensure brand video content is fluidly accessible across screens.

This approach effectively utilises an ad budget, given its double reach and proper target groups.

"Content is liquid, while screen-neutral planning is a distribution engine," he said.

The fluidity of content interaction has inspired its clients to tell brand stories in an unprecedented way, allowing more meaningful consumer interaction and ultimately a stronger business outcome.

Thailand has 24 digital TV channels and popular social media such as Line messaging app and Facebook, which are considered non-traditional media.

Mr Sheehy said if clients did not go out of their comfort zone, they could lose out on business opportunities to their rivals.

SMG Thailand reported that 45% of its revenue this year came from non-traditional media, nearly its global aim of 50%.


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