Starcom MediaVest Group chairman John Sintras claims his agency is the most digitally attuned within parent network Publicis Groupe – more digital than the digital agencies even, although the recent acquisition of Sapient might shift that.
It’s getting into the dynamic content game. The Publicis Groupe bought Relevent24, a real-time content marketing firm, in December, and is soon bringing it to Australia.
“All of our clients are talking about dynamic messaging and dynamic creative – being able to be culturally sensitive and respond to things happening in culture in a 24-hour time frame,” Sintras said.
“That was a capability we felt we wanted to have in-house and have as part of our offering.”
In October, Publicis also bought Run, which tracks online advertising more effectively, particularly around mobile.
“The need for a data management platform was so real, for every single client that we’re working with, that it was something we needed in our core day-to-day offering and it made sense for us to acquire it,” Sintras added.
Earlier this month Publicis CEO Maurice Levy said he wanted 60% of the group’s revenue to come from digital.
Acquiring tech is central to how Starcom MediaVest is pivoting, said Sintras, where media agencies have traditionally built additional capability from within.
Staying ahead of the curve is virtually impossible though, he reckons.
“What we’re finding a challenge is getting used to the idea that you can’t build everything yourself, and you can’t do everything yourself. But that’s really what clients want an agency to be able to provide – that real holistic view across all channels to come up with the best solution,” he said.
“They are new diversified revenue streams for us, that the clients are hungry for and asking for right now, and they are prepared to pay a healthy margin for that because it will deliver disproportionately more value to their business because of that, rather than simply a commoditised approach,” Sintras said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.