SMG turns focus to experiential

10 March 2010

Starcom MediaVest Group (SMG) is to strengthen its UK experiential offering with a new standalone division.

SMG Experience is a joint venture between SMG and Carbon Marketing’s brand experience agency Union. It will be headed up by SMG’s director of sponsorship Jayne Stephens and Union account director Kingsly Roberts.

The aim is to take advantage of an expected increase in investment for experiential marketing over the next few years. It currently accounts for 4% of total UK ad spend.

Chief strategy officer for SMG Richard Hartell said: “SMG Experience means we’re able to design these consumer experiences in a coherent way from driving initial awareness through to creating loyal brand advocates.”

In 2009, SMG handled brand engagement for Revlon’s Charlie brand and consumer experience strategy for Continental Airlines.

Josh Colley, London