More NewsStarcom MediaVest Group Melds Performance Units

Starcom MediaVest Group Melds Performance Units

SMG Search, Directory Marketing and Halogen units now all report to the same director.

Starcom MediaVest Group (SMG) has centralized its various performance marketing units into a new “coalition,” called SMG Performance Marketing. The consolidation impacts three units: SMG Search, SMG Directory Marketing, and Halogen.

All three now report to Nancy Mullahy, who leads the new unit as director. She was previously EVP, Managing Director on the Coca-Cola business, and will continue to oversee that account. Coca-Cola and GM are among the clients that now make use of the Starcom’s consolidated offerings in search, directory marketing, TV, radio, print, and other channels.

“In the past you might bring a search capability or a directory marketing capability to play [for a client],” said Mullahy. Performance-based media planning, with its focus on lead generation and sales, “demands an integrated look across all forms of media in all different channels,” she added.

Divisions will continue to operate and serve clients independently, and office space will not be centralized.

Mullahy emphasized SMG’s Directory Marketing and Halogen units already possess interactive capabilities. “We’ve got digital and interactive spread throughout all of our units today,” she said. “If you are trying to push forward in terms of media, how can you not have that?”

This story has been updated to reflect that the name of the new unit is SMG Performance Marketing. An earlier version said it was Starcom Performance Media.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

4m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

11m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

11m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

11m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

12m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

1y Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

1y Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

1y Al Roberts