Starcom Entertainment renamed as The Bridge

MUMBAI: Starcom MediaVest Group on Wednesday announced that its entertainment and marketing unit, Starcom Entertainment, will now be known as The Bridge.
    
The change is with immediate effect, a press release issued here stated.
    
The unit would have a three-hub operational structure, based in Mumbai for South Asia, Singapore for South-East Asia and Shanghai for Greater China and North Asia.
    
"This is more than a simple name change. The new name now says what we do, rather than who we belong to. It will help us build a more focused future and also engage clients of Starcom MediaVest Group's sister network ZenithOptimedia more effectively," Bridge's General Manager-India, Pranay Anthwal, said.
    
Established in 1998, Starcom Entertainment has worked with some of the world's best-known marketers and entertainment assets. In Asia, the unit has worked with well-known marketers such as San Miguel, Singapore Tourism, WorldSpace satellite radio, Zydus Cadila, Sony Pictures Releasing and General Mills, among others.
    
The unit offers solutions on four main entertainment platforms--movies, television, celebrities and music.
    
It strives to structure a full-service entertainment marketing strategy and activation solution, covering product placement, brand integration, promotional tie-ins, licensing and merchandising. It also strives to structure a celebrity endorsement strategy, negotiation and outreach programmes and brand asset creation, amongst others, the release said.
    
It also consults entertainment asset owners on making their offers more marketer and brand-ready, the release added.