Starcom Media Perspectives: Maximising The Power Of Data- Driven Solutions For Brand Communication Needs
While brands fight for attention in an increasingly crowded digital space, the true winners are those who master the balance between numbers and narratives. Starcom Media Perspectives is a powerhouse where cutting-edge data analytics converges with boundary-pushing creativity to craft campaigns that don’t just reach audiences but resonate deeply.
At the heart of Starcom Media Perspectives’ philosophy is the belief that data should not limit creativity but rather fuel it. While algorithms and analytics help identify the right moments, messages, and mediums, it’s the magic of storytelling that turns an ad into an experience.
But Starcom Media Perspectives is more than just a media agency—it’s a visionary partner for brands seeking to break the cast. Starcom crafts narratives that go beyond selling products to shaping culture by merging the art of storytelling with the science of data, the agency continues to redefine what’s possible in media, ensuring that brands don’t just compete but lead.
Speaking recently with Brand Communicator during an exclusive interview, Managing Director of Starcom Media Perspective, Jude Odia shared insights on some of the strategies that have helped Starcom Media Perspectives stay ahead of this dynamic phase.
According to him, the agency has adopted a through-the-line approach. As an integrated agency, they bring media-neutral solutions that prioritize what serves the consumer best, this approach has enabled them to deliver effective marketing strategies that blend traditional and digital media.
The agency’s commitment to innovation is evident in its efforts to develop proprietary products. By creating white-label products, they aim to generate passive income and reduce dependence on briefs from clients. Two products are currently in development: one in the influencer marketing space and another in content platform development.
Starcom Media Perspectives has made significant contributions to advancing the marketing industry in Nigeria. One notable example is their work with Mondelez, where they helped launch the Hot Choco brand. The campaign’s success was evident in the brand’s top-of-mind awareness and its ability to exceed business goals within nine months.
The agency’s expertise has also been instrumental in helping international brands establish a presence in Nigeria. For instance, they worked with Visa to increase the brand’s visibility in Ghana. By sending a team member to Ghana, they were able to tailor their approach to the local market and achieve significant success.
Its impact on the industry is also evident in its work with local brands. One notable example is their work with Tera, a brand that has become a household name in Nigeria. The agency’s efforts have helped build a strong brand presence and establish Tara as a leader in its category.
Navigating Business Terrain in 2024
According to Odia, the business terrain in 2024 was significantly impacted by government policies and economic factors, the year was marked by a subsidized life, followed by the implementation of policies that led to a devaluation of the currency and high inflation. As a result, consumers experienced a decline in their purchasing power, with the same income unable to buy as much as it could in previous years.
The marketing communications industry, being a subset of the economy, was not immune to these challenges. The industry faced turbulent times, with clients reducing their advertising spend and marketers struggling to adapt to the changing economic landscape.
However, looking ahead to 2025, he said there are signs of optimism. The GDP is projected to grow, and the industry is expected to follow suit. The stability of the currency is also expected to improve, allowing businesses to plan and make informed decisions.
“Clients are already showing positive sentiments, with many starting to advertise early in the year. The investments they are making indicate a sense of optimism that 2025 will be a recovery year for the challenges faced in 2024.
“While 2024 was a challenging year, the outlook for 2025 appears more promising. With a more stable economy and clients showing optimism, the marketing communications industry is poised for growth and recovery.” He added.
Looking ahead to 2025
Looking ahead to 2025, Starcom Media Perspectives is poised for aggressive growth. The agency aims to expand its business size and develop innovative solutions that will benefit the market and brands. While specific details are still under wraps, it’s clear that the agency is committed to staying ahead of the curve and driving industry advancement.
As part of its growth strategy, Starcom Media Perspectives is also investing in the development of its team members. Some team members have already attended training programs in South Africa, while others are set to attend programs in the UK and US. By prioritizing employee development, the agency is ensuring that they have the skills and expertise needed to drive innovation and growth.
To remain competitive, Starcom Media Perspectives is leveraging AI and digital platforms to enhance its media planning and buying capabilities. The agency utilizes software that provides insights into media consumption patterns, enabling them to make informed decisions. However, they recognize that this data may not be up-to-date, and therefore, they are developing a proprietary tool that combines historical data with real-time insights to enable more effective targeting.
Transparency is a core value for Starcom Media Perspectives. They believe that transparency is not just about reporting, but about providing clients with real-time access to campaign performance. This approach enables clients to track progress, make adjustments, and ultimately, achieve their goals.
The agency’s commitment to transparency has earned it a reputation for trustworthiness. Clients appreciate the agency’s straightforward approach and are willing to work collaboratively to achieve mutually beneficial goals. This level of trust enables the agency to negotiate favorable terms, such as prepayment, which can help reduce costs and improve campaign efficiency.
Involvement of AI
Speaking on the evolving landscape of marketing, particularly the impact of Artificial Intelligence (AI),Odia emphasized that AI is disrupting the industry, not as a threat but as an opportunity for professionals to elevate their expertise and efficiency.
By combining AI-powered insights with a transparent and collaborative approach, Starcom Media Perspectives is well-positioned to deliver effective and efficient media campaigns that drive real results for their clients. Their commitment to innovation and transparency has earned them a reputation as a trusted partner in the marketing industry.
In his words, “AI cannot take away creativity and AI will not lead to the extinction of our job, but AI will lead to the extinction of people who don’t know how to use it. I want to repeat, that our industry will stay but the pattern of operation will not remain the same, and the structure and the model will not remain the same.
And to the individuals as talents, AI will not take away your job. In as much as you know how to use AI to enhance your job if you don’t bother to do that, I’m sorry, people who know how to use AI will take your job.”
According to him, the impact of AI on agencies will be two-fold: affecting both the quantity and quality of work. On the quantity side, agencies may need to reduce their size to remain competitive. On the quality side, professionals will need to develop high-level skills to effectively utilize AI tools and produce top-notch results. As emphasized, “making sure that people have the quality to use those things and produce the best of results is very important.”
The Agency’s Success
Reflecting on the agency’s recent successes, Mr. Odia said “One campaign that stands out is our work with Terra Cubes. We started from scratch, seeding their brand into the digital space and establishing a strong social media presence. By seamlessly integrating traditional and digital marketing efforts, we were able to help Terra Cubes grow their brand in a highly competitive market. When we began, their digital spend was less than 10%, but through our efforts, we were able to significantly increase their digital presence”.
The agency’s success in driving digital growth is not limited to one or two clients. Similar results are being seen across the entire portfolio, including global accounts like Visa, Cadbury, and Samsung. The agency has been recognized as the top agency in sub-Saharan Africa for these accounts, a distinction that underscores its ability to deliver results-driven marketing solutions.
Also last year, in a significant shake-up within the advertising industry, Starcom Media Perspectives secured the highly sought-after media account for Jack Daniel’s in Nigeria which marks a strategic shift by Brown Forman Corporation, the parent company of the iconic whiskey brand, as they prepare to deepen their footprint in the Nigerian market space. The agency also won Spotify’s account within the Nigerian market.
Promoting Local Excellence
Media agencies have a significant role to play in shaping the future of the industry and as a major commander of budget allocation, media agencies can influence the direction of the industry.
According to Odia, one key area of focus is supporting local content, talent, and production. By prioritizing local works, media agencies can contribute to the growth and development of the industry, while also promoting Nigerian culture and creativity.
“Media agencies can take a proactive approach to supporting local content by identifying and nurturing local talent, investing in local production, and promoting local content to clients. By doing so, they can help create a more vibrant and sustainable industry that benefits both local and international stakeholders.
“Furthermore, media agencies can also play a key role in promoting Nigerian culture and creativity globally, by showcasing local content and talent to international audiences.”