For decades, heritage media agencies grew in power by managing clients’ buys on television, radio and print. But to stay on top of 2023’s omnichannel world, a media agency must be able to see the entire media map, locate every consumer on it and navigate it like a trailblazer. Starcom comes from heritage—it traces its roots back to the 1940s as Leo Burnett Media and became Starcom in 1999—but now is in lockstep with modern integrated trends.
But technology alone does not make a great agency. The Publicis media shop also brings decades of experience, know-how of the creative process and a decent dose of humanity to its clients that include mainstays like the Kellogg Company and Best Buy, as well as newer additions McDonald’s, AB InBev and Aldi.
Which is why Adweek has named Starcom its U.S. Media Agency of the Year. Starcom’s new business boomed in 2022, with $357.9 million in total net new business results, according to COMvergence.
Since 2021, Starcom has rejuvenated its leadership team with fresh perspectives. Global and U.S. CEO Michael Epstein—formerly CEO of Dentsu’s Carat, where he was named Adweek’s media executive of the year, leads the group after joining Starcom in June 2021.
“Strategy includes insights, which is really about identifying the right people opportunity, the right business opportunity, in the context of the right cultural opportunity,” said Einan, adding that the agency has taken a strong point of view about what a brand should—and should not—do with media, content and creative.
So here's the challenge for Starcom: bring back the people who actually have decades of experience. Hire more 55+
Top row (L. to r.): Executive evp, group director, Lala Steele; COO Karla Knecht; chief strategy officer Kim Einan; evp, programmatic Meghan O’Keefe; executive vp, data strategy, Willie Jackson; chief investment officer Kristin Haarlow; chief talent officer Diane Harrison; CMO Robert Schwartz. Bottom row (L. to r.): Global and U.S. CEO Michael Epstein; vice president, director, inclusive marketing lead Britany Rickett; chief client officer Maureen Glure; director of diversity, inclusion and belonging Carlos Sanchez; executive vice president, group director Ariti Bhansali Starcom