Starcom Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: media communications agency
- Main Telephone
- (312) 220-3535
- Main Fax
- (312) 220-6530
Starcom Worldwide Contacts
|Danielle G.||President, Chief Client Officer||IL|
Sample of Associated Brands
|John S.||Global Brand President||IL|
|Patrick O.||Chief Financial Officer - Starcom||IL|
|Kathy K.||Global Chief Strategy Officer||IL|
|Karla K.||President & Chief Client Officer||IL|
|*** ****||media buying & planning||unknown||present||*|
|* *******||media buying & planning||2012||present||*|
|*.*.||media buying & planning||2012||present||*|
|*** *****||Media Buying, Media Planning||2019||present||*****|
|******, ***.||AOR - media buying & planning||2014||present||********|
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Gen-Z Media Opps: Samsung focuses on engaging Gen-Z, tweaks influencer strategy (Score 50)
The Drum that the company will focus on people within the local community rather than Instagram stars in order to give itself a social purpose and come across as more authentic. The community focus is why Samsung set up a series of hubs around the world that allow people to test hardware, participate in activities and take lessons in things like photography and art.
Such strategies are being implemented to help engage Gen-Z, or the generation Samsung dubs "dreamers with a purpose." AList reports that Samsung conducted research and found that Gen-Z is very focused on authenticity and tech, so it needs to meet their desire to express themselves (be authentic) and their obsession with tech. Samsung's European CMO, Benjamin Braun, said this strategy will see Samsung use "storyliving" instead of storytelling and will see it use "research to develop technology that evolves alongside Gen-Z."
Since Samsung is focused on Gen-Z, sellers who are going after some of Samsung's multimillion dollar budgets should start to pitch strategies that can highly engage the generation. Samsung spends highly during Q4 and prior to product launches (e.g., the Galaxy Note 10 will drop on August 7), but it would also be a good idea to try to join planning conversations in Q2 and buying conversations in Q1. Know that Samsung typically has a male skew.
Since we reported last, YTD national TV spend increased from $202.8m to $257.6m. 12-month digital display increased from $37.4m to $42.4m, and 24-month digital display increased from $127.1m to $128.6m. Top shows, purchase channels and sites have remained about the same. Please read more about recent spend and spending shifts below.
Agency and martechs -- we put Samsung on the R/GA (digital AOR since 2013).
Below was originally published June 4.
There should still be time to secure last-minute revenue from this campaign, sellers, so reach out. If dollars are all tied-up, keep an eye on additional initiatives that Samsung may release to celebrates its 50th birthday. For example, it also just launched a global campaign to promote its Solid State Drives Memory Storage.
The "Welcome to Solid State" campaign was created by London agency BMB, which was appointed to the account in January, and centers around a 60-second spot that also has five short edits and fourteen stills. It is reportedly running through Facebook and Instagram for eight weeks until mid July.
The "Welcome to Solid State" campaign primarily targets gamers and other tech savvy individuals (male millennial and Gen-Z skew), which makes sense since Samsung as a whole has been placing a heavier focus on targeting the next generation of consumers. It spends highly year round, but there's often a spike during Q4 and prior to product launches.
Samsung is slated to launch the launched two new USB PD (power delivery) controllers.
Remember, as we previously reported, that the constant stream of new products is helping Samsung solidify its status as the leader in future technology so it can differentiate itself from competitors like Apple, JVC and Sony. We also believe the new products may see Samsung reverse its recent spend declines.
iSpot reports a YTD national TV spend of $202.8m placed on a diverse array of programming (see chart right). Spend in the same timeframe of 2018 totaled $201.5m, full 2018 spend totaled $471.6m and spend in 2017 totaled $550.7m.
Adbeat reports digital display over the last 12 months has totaled $37.4m and been placed primarily via direct buy (44%), YouTube (31%) and Google (18%) onto sites like youtube.com, theverge.com, ign.com, buzzfeed.com and espn.com. Ads over the last 24 months have totaled $127.1m and been placed primarily via YouTube (44%), direct buy (40%) and Google (11%) onto sites like youtube.com, theverge.com, gizmodo.com and digitaltrends.com and yahoo.com.
Kantar reports Samsung also typically uses outdoor, print and radio, though all three mediums saw decrease from 2017 to 2018. The company also has heavy budgets through sponsorships/influencers, social media and experiential.
Agency & martech readers -- we put Samsung on the R/GA (digital AOR since 2013).