MediaVest Group today announced that its entertainment and embedded marketing unit, Starcom Entertainment, will now be known as The Bridge. This change will take place with immediate effect. The unit will be based in Mumbai for South Asia, in Singapore for Southeast Asia and in Shanghai for Greater China and North Asia.
Commenting on the name change, Ravi Kiran, chief executive officer, Southeast and South Asia, Starcom MediaVest Group, says, "We will need to use content and entertainment assets as a powerful and effective vehicle to connect brands and their customers. Our experience over the past five years has given us the confidence that we can create a full service Asia-wide offering that will benefit our clients immensely."
The Bridge (earlier known as Starcom Entertainmnet) was established in Chicago in 1998. It has worked with well known brands such as Singapore Tourism, WorldSpace satellite radio, Sony Pictures Releasing, SAB Miller, Diageo and General Mills. In April 2007, it formed a partnership with the Los Angeles based entertainment marketing company, Pier3 Entertainment.
The Bridge aims to create a unique ecosystem that will bring together asset owners and independent talent to deliver value to its clients on a collaborative platform.