Starcom MediaVest Group launches experiential arm
Jeremy King, 10 March 2010
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SMG Experience will be a standalone division for advertising giant Starcom MediaVest Group (SMG), and is a joint venue between SMG and brand experience agency Union.
The new division will be jointly led by Starcom MediaVest Group director of sponsorship Jayne Stephens and Union account director Kingsly Roberts.
Starcom MediaVest Group chief strategy officer Richard Hartell said: "Experiential has an important role to play in driving both action and advocacy. Consumers don't experience a media plan, they experience how a brand behaves, what it sounds and feels like."
It is believed that UK advertisers currently spend more than 4% of their total advertising expenditure on experiential marketing. This figure is expected to rise over the next few years, aided by the significant role digital now plays in extending live consumer experiences to a wider online audience, delivering genuine scale.
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