Starcom Entertainment forms strategic partnership with Pier3 Entertainment

By , agencyfaqs!, Mumbai | In Media Planning & Buying | June 08, 2007
The partnership will allow Pier3 Entertainment's American clients to leverage entertainment marketing opportunities in the fast evolving markets of China and India

Starcom MediaVest

Group Asia has announced a strategic partnership between its entertainment and embedding marketing unit, Starcom Entertainment, and Los Angeles based Pier3 Entertainment. This partnership will allow Pier3 Entertainment's American clients to leverage entertainment marketing opportunities in Asia, particularly in the fast evolving markets of China and India.

Ravi Kiran
Starcom Entertainment works closely with entertainment asset owners such as movie producers, TV stations and music labels, as well as entertainment talent and other stakeholders. It offers its clients consumer connection opportunities using a multitude of vehicles such as product placement and integration in movies, television and music, advertiser funded programming, entertainment asset partnerships, media leverage opportunities, content syndication, licensing and merchandising, entertainment events, celebrity endorsement strategy and negotiations and celebrity outreach programs.

Some of the marketers who have benefited from Starcom Entertainment's work include Western Union, WorldSpace Satellite Radio, Singapore Tourism Board, Totalfina Elf, General Mills, ING Vysya Life and Diageo Radico in India, and San Miguel, McDonald's, United Laboratories and Western Union in Philippines.

Pier3 Entertainment has also placed numerous brands in Hollywood movies, television, music videos and games. Prominent placements amongst these are the integration of AOL in 'You've Got Mail', Volkswagen and Kodak in a host of TV series, and the promotional partnership between 'The Da Vinci Code' and Google.

Thomas Loversky, president, Pier3 Entertainment, says, "Most marketers in the United States are looking for entertainment marketing opportunities in growing markets such as China and India. We were looking for a partner who had proven on-ground experience and insightful understanding of entertainment marketing. Starcom Entertainment Asia turns out to be a very efficient partner. With Starcom Entertainment's Asian experience and relationships, we look forward to cross-leveraging Pier3 Entertainment's decade-plus experience in Hollywood."

Ravi Kiran, chief executive officer, specialist solutions, Asia, Starcom MediaVest Group, remarks, "With today's time-crunched and attention-challenged consumers, entertainment and embedded marketing is rapidly emerging as one of the surest ways of connecting with them. In the last three years, many of Starcom Entertainment's clients have benefited from its operations in India and Philippines. Now, as we prepare to roll out the solution across the Chinese market, it is good to partner with an experienced company such as Pier3 Entertainment. We look forward to this partnership with productive results for both the organisations and their clients."

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