GroupM’s MediaCom has won the media account for The Star Entertainment Group, effective immediately. The incumbent is AKQA Media, which is also part of WPP.
The win includes the media strategy, planning and offline buying for The Star Entertainment Group, and will be housed within MediaCom’s Entertainment Division (TED).
Head of TED and client partner, Andy Mulrenan, said: “The Star Entertainment Group have a sophisticated understanding of their existing customers and an ambition to reach new entertainment seekers across NSW and QLD.
“With MediaCom’s analytics capabilities and market-leading addressable media channels as the foundation, at the heart of our approach is a data strategy that compliments The Star Entertainment Group’s existing strengths and creates more relevant and personal moments.”
The Star Entertainment Group CMO George Hughes added: “Understanding and connecting with our customers is critical to our business and the successes we’ve had. It was clear to us that MediaCom is the right partner for us and we’re looking forward to their support in bringing this to life.”
MediaCom AUNZ CEO Yaron Farizon commented: “This is a fabulous win for us as our response showcased our thought leadership and broad range of capabilities. The chemistry and rapport between our team and the client team was incredible, despite going through this process in lockdown.
“Most importantly, this win for MediaCom is a great testament to the collaboration between GroupM and WPP.”
AKQA Media is set to merge with Essence to become part of GroupM, announced in September this year.
Ikon and AKQA Media merged earlier this year to form AKQA Media. WPP also merged AKQA and Grey to form a new network model, AKQA Group in late 2020.
Mumbrella has contacted AKQA Media for comment but has not responded at the time of publishing.
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