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STARCOM MEDIAVEST GROUP CLIENTS TO BENEFIT FROM “THE POOL” 01/22/09 FOR IMMEDIATE RELEASE SMG/VivaKi Platform Aggregates Resources of Multiple Clients and Media Partners to Test and Build New Marketing Approaches CHICAGO –Starcom MediaVest Group (SMG), in partnership with VivaKi, is activating The Pool – a first-of-its-kind industry program that unites the financial resources and thought leadership of its clients and a host of content providers to test and create industry standards for new advertising models. The initial phase of the multi-year program focuses on online video concepts and unites SMG clients such as Allstate, Applebee’s, Capital One and Nestle Purina with content partners Broadband Enterprises, CBS Interactive, Discovery Communications, Hulu.com, Microsoft Advertising, Platform A and Yahoo! “Today’s contact environment requires marketers to constantly find new ways to reach consumers, and it is important for us to be inventive, while also distinguishing the viable and scalable from the theoretical and hopeful,” said Laura Desmond, worldwide CEO of Starcom MediaVest Group. “We already know consumers behave differently when interacting with different media, so we have to move away from old models. By bringing together major marketers, media companies, content and distribution providers, we can scale both our investments and intelligence to test new ad models and iterate new approaches. ” The Pool is a testing initiative built on the collaborative participation of a select group of clients, content providers and tech companies—all of whom are “pooling” insights and resources in pursuit of future engagement models while still in the development stage. Subsequent tests will involve new models and will ultimately include partners from across the portfolio of clients served by the VivaKi agencies. “Online video is the first phase, and future efforts will test new models for advanced TV, mobile media and social networking," said David Kenny, managing partner of VivaKi. "As our pool of knowledge gets richer, our ability to activate new approaches and advance the overall marketplace grows exponentially as well.” The Pool is a concept developed by VivaKi Nerve Center President Curt Hecht; Tracey Scheppach, SVP/Video Innovations Director for Starcom; and Helen Katz, SVP/Research Director for SMG. According to Scheppach, who is leading the SMG program, “The Pool is where innovation meets collaboration. By combining the VivaKi resources and knowledge of our content and distribution partners with SMG’s proven expertise, we can accelerate the speed at which the entire industry identifies and standardizes new media advances.” Pool participants will not only have a chance to view and evaluate new advertising models, but they will get access to the proprietary research resulting from The Pool for a set duration prior to any public release. ### About Starcom MediaVest Group Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, gaming, sports, sponsorship, event marketing and media. With nearly 5,800 employees in 110 offices worldwide, SMG delivers brand-building results for many of the world's leading companies. It is part of Paris-based Publicis Groupe S.A. About VivaKi In June, Publicis Groupe launched VivaKi (www.vivaki.com), a new strategic entity designed to improve the performance of advertisers' marketing investments, as well as boost Publicis Groupie’s growth in the context of rapidly expanding digital markets. VivaKi leverages the combined scale of the autonomous operations of Digitas, Starcom MediaVest Group, Denuo and ZenithOptimedia. It is the world's largest center for developing new technologies, partnerships and platforms required to build brands in a digital world. Contacts: Lena Petersen Starcom MediaVest Group 1 312 220 6218 lena.petersen@smvgroup.com Cheri Carpenter VivaKi 1 312 220 4169 cheri.carpenter@vivaki.com |
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