Are external media audit companies a concern for agencies?
Maybe for some agencies; for us they are welcome, as long as it is not a strategy audit, where we do not agree. Or they have to be a part of the strategy building from start. Once the strategy has been agreed with the client nobody has the right to audit it. But we are absolutely on for process audits and financial audits. Makes sense, in fact, it gives us more credibility. 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
