What is so special about Starcom?
Lots of things. The biggest is the core of our way of thinking which we fondly call Passion Group Marketing or PGM. We re-aggregate consumers into groups, which are defined not just by demographics but also according to passions and beliefs. PGM differentiates us from most other agencies. Another thing that differentiates Starcom completely is the principle of permission marketing. Most other agencies think and start from brand, we think consumer first. We don’t believe in terms like bombard, intrude, shock, awe. We believe we need to take permission from the consumer to talk to him or her. The day you have taken the permission, you have entered into their lives, the brand has entered into their lives and then you don’t need to talk to shock or awe and you’ll still be heard. What differentiates us is that we are very transparent. We don’t do deals first and then tell the clients about it. Very often, the clients are part of our strategic negotiation teams. We do not believe in anything
