Starcom forms The Bridge

Regional - Starcom MediaVest Group has rebranded its entertainment and embedded marketing unit, Starcom Entertainment, as the The Bridge.

The specialist unit will have a three-hub operational structure, based in Mumbai for South Asia, Singapore for SE Asia and Shanghai for Greater China and North Asia.

"It is our conviction that in future, as consumer attention becomes even scarcer, we will need to use content and entertainment assets as a powerful and effective vehicle to connect our brands and their customers. Our experience with our entertainment marketing offering across India, Philippines, China and other markets over the last five years has given us the confidence that we can create a full service Asia wide offering that would immensely benefit our clients," Ravi Kiran, CEO SE and South Asia for Starcom MediaVest Group, said.

Starcom Entertainment had been operating in different parts of Asia since 2003.