Starcom pivots to become ‘return on experience’ agency, appoints national planning director and head of measurement

Starcom has made three new appointments – national planning director, national head of measurement and national commercial partnerships director – as it attempts to position itself as the ‘Return on Experience’ agency.

Earlier this year, Starcom repositioned its Media Futures report – which had traditionally been a forecasting report – with the agency telling marketers they are rating themselves twice as highly as consumers rate them when it comes to delivering great customer experiences

Simone Galletly, Stu Carr, Nancy Lan and Toby Barbour

The findings also said “very positive” brand experiences have 10 times the impact on consumer brand choice.

As a result, Starcom CEO Toby Barbour created the new roles so the agency can more effectively deliver ‘return on experience’ (ROE) and return on investment (ROI).

“These appointments will strengthen our national leadership[ team as we deliver on our strategy of client-obsessed value creation and Return on Experience. The findings from our 2018 Media Futures report, the only study of its kind that uses a combination of consumer and industry research with marketers and media owners, has evolved our focus for client investment,” Barbour said.

“We will apply our insights to closing the ‘expectation gap’ by satisfying the tension between what people want and what brands need to create – connected experiences that drive human and business outcomes. The ROE framework will be a key indicator of our business success.”

Simone Gallety joins the agency as national planning director. She was previously with Starcom’s parent company Publicis Groupe, where she was global strategy director in London. Her background includes being APAC strategy director and planning director for Mediacom.

The new job description for Galletly says she will “lead connected experience planning and design to create valuable business outcomes based on the Media Futures report’s findings that connected end-to-end experiences through paid, owned, earned and shared media are 1.5 times more likely to be very positive”.

Stu Carr rejoins the agency as national head of measurement, after spending time running Publicis Media’s analytics and insights division. His previous stint at Starcom kicked off in 2012 when he joined as a data and analytics strategist, before becoming national director of data and analytics. His career also includes time at Naked Communications, Mediacom, Universal McCann and BellamyHayden.

Carr will be responsible for measuring performance and connecting media metrics to business outcomes.

“His focus is determining whether the audience insight and connected experience delivered campaign or business results,” a release from Starcom said.

The third appointment relating to Starcom’s ‘return on experience’ positioning will see Nancy Lan promoted from Sydney agency director to national commercial partnerships director. Lan has previously been deputy managing director of Starcom Shanghai, and has also worked with Telstra, MCN and  Zenith.

The release said: “In her new role, Lan will be responsible for connecting consumer insights with brand needs with the right product solution to optimise value of Return on Experience back to clients.”

The trio joins the leadership team alongside recently appointed Melbourne managing director Stuart Jaffray, who was previously BMW general manager of marketing.


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