Starcom Australia

Credentials 2003

Starcom Australia

• Media ‘powerhouse’ - billing $1,221m+ annually– recent acquisition of two major media ‘independents’

• Unrivalled ‘clout’ and resources to deliver:– best rate deals– best people– best research

• Only true national media agency in Australia– local market knowledge underpinned by national

negotiating clout

Voted Media Agency of the Year

Ad Age Global Editor, Conor Dignam is quoted as saying:

“This year for the first time we’ve picked a Global Media Network of The Year. It’s a long overdue recognition of

media’s crucial role in today’s marketing mix. Starcom picks up this inaugural award after a storming debut year, which saw it pick up $5.7b in new business but, more importantly

establish itself as a brand recognised for it’s strength in strategic media planning.”

Global Success

2000$2.129b

$1.625b

$1.013b

$0.79b

Equmedia

MIMO

Zenith

OmnicomUniversal

Carat

$0.32b$0.25b

$500m

$1,000m

$1,500m

$2,000m

B&T, 14 February 2003

Local Strength - Stacom’s negotiating group, Equmedia is the

largest in Australia

Top Media Agencies

Rank Company Media Billings ($A m)

1 Starcom 1, 221

222 ZZZeeennniiittthhh 111,,, 000111333

3 Mitchell & Partners 784

4 MindShare 612

5 OMD 510

6 Optimedia 440

7 Universal Media 322

8 The Media Edge 358 Est

9 Merchant & Partners/Initiative 310

10 Mediacom 300 Est

Source: AdNews, 14 February 2003

Clients we work with

Clients we work with

• Focus away from ‘cheap spots on the Box’

• Approach all Client planning from a strategic

viewpoint

• Probe Consumer Insights

• Understand who our target is / what they do - beyond

media habits - and how best to communicate with

them in most effective and efficient manner.

Our Media Approach

Compelling Connections

Working Philosophy

Innovative Insightful Communication Solutions=

Cut throughImpact

Staff empowerment

TrainingBest practice processKnowledge and insightsRelevant tools and data basesLeading edge systems

Compelling connections via:

Research resources

What’s in our tool box ?

Access to an unrivalled research portfolio

Syndicated

Proprietary

Local, national, global

Starplanner Tools and Databases

Client Extranet programme

Local Starsource info index

Starcom International intranet info centre

Market Update Presentations /Eye on Australia

On-line databases - Profound, Invue, WARC

Roy Morgan Asteroid Single Source database

ACNielsen Panorama single source database

Brand and category analysis tool

Econometric analysis of categories

Competitive advertising database

Kidscope research monitor

Teenscope research monitor

Life Imprint Familiarization Exercise

Creative Toolbox

Innovest

IP Tracker

Starcom Idea Gen Procedure

Contact Point Evaluation matrix

Apollo Effective Reach & Frequency

Media Pathways

Supermidas and TARDIS

Copy Lifecycle Analysis

Prodigy planning / buying system

BAT flighting optimiser

Geo Profile market prioritiser

Nielsen Media Advisor / Radio scope TV and Radio Audience Analysis tool

Print Evaluator matrix

Outdoor evaluator matrix

Web Ratings System

MediaWise planning and buying system

LIFE

CONTACT

MEDIA PATHWAYS

GEOprofile

TOOLBOX

Innovest

IP TRACKER

Using the Tools in the Star Planning Process

Identify relevant tools specific to planning requirements

Not all campaigns require same analysis

Discipline remains the same

Background

Str

ateg

ic

Tactical

Inve

stm

ent

Category Analysis

Media Market

Market Overview

Idea Generation

Strategy / The Brief

Consumer Understanding

Plan Options

Activity Levels

Contact Evaluation

Performance

monitoring

Negotiation / Implemen-

tation

Post Evaluation

TheTheBrandBrand

Understanding the relationship between the Consumer and their medium of choice

Media Pathways©“beyond media contact”

We know that different targets have different media behaviour

Traditionally, media research has stopped at Contact or Reach...

Pathways drills further…………..

Pathways Optimises Media Effectiveness

Time

Reach

Communicatewith max. no

of target group

Cut-through

High impactenvironments

importantup front

Awareness

Cut-throughmust translate to awareness

within category

Reaction

Call to actionwhen it

counts most!

Summary Of Starcom Benefits

Experienced People

Intellectual Input

Service Levels

“Insights”

Consumer Understanding

Market savvy

Best “Deals”

EQU Base Advantage

Tailored discounts/value add

Research Resources

Accountability