Andrew McCormick, Media Week, 07 May 2008, 07:30am

Starcom MediaVest expands offering

LONDON - Starcom MediaVest Group has handed more autonomy to its Starcom and MediaVest agencies, with the creation of separate agency boards of directors, freeing up the group board to focus on expanding the agency's offering.

Linda Smith, chief executive of Starcom MediaVest Group

The Starcom and MediaVest operations boards will become active within weeks, headed by the new Starcom managing director Alastair Bannerman and MediaVest managing director Steve Parker and including the heads of media categories.

Linda Smith, chief executive of Starcom MediaVest Group, said: "The group board will now be able to look more at the strategic direction of the group, the development of new business areas, the make-up of the agency's business and any possible partnerships."

Starcom MediaVest Group set up a search engine optimisation team last year, as well as increasing its focus on mobile advertising. The board will now consider entering other areas of media and marketing not yet covered by the group.

Group trading is also under discussion. Smith said she is in dialogue with ZenithOptimedia Group chief executive Gerry Boyle about what form a trading operation for Publicis Groupe in the UK could take.

"We've looked at other group trading operations out there and worked out what will and what won't work," said Smith. "We're mindful of the fact we have very separate brands, but it was definitely the right thing to do for BT."