Starcom MediaVest and ZenithOptimedia Extend and Expand Relationship with Scarborough for Local Media Intelligence

NEW YORK, July 19, 2011 /PRNewswire/ -- Scarborough announced it has extended its relationship with Publicis Groupe's Starcom MediaVest Group Inc. (SMG) and ZenithOptimedia (ZO), to help guide the local media planning and buying activities and communications planning projects both agencies undertake for their clients. Through this expanded new arrangement, 11 Publicis subsidiaries will have access to Scarborough insights from over 100 local markets, national studies and Hispanic services.  

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"Our continued use of Scarborough insights helps to ensure that our advertising clients have reliable information regarding local media markets," said Helen Katz, senior vice president and research director, SMG. "Tools such as Scarborough that provide a comprehensive, local perspective are essential in today's complex marketplace. At SMG, we seek data and analytics to help us make the most informed strategic local marketing decisions for the brands we represent."

"Providing our clients with the most reliable data in a marketplace with such an array of choices is critical to our buying and planning processes," said Sam Sotiriou, senior vice president of media research at Zenith Media. "The use of local analytics gives us the ability to offer advertisers the best return on their investment."

"SMG and ZO both have strong analytical backbones which they parlay into creating uniquely intelligent work. Under our new arrangement, media planning and buying firms, multicultural shops and communications firms will have access to Scarborough insights.  Scarborough has enjoyed its ongoing engagement with SMG and ZO, and we are very enthusiastic about the expanded diversity of their companies who will now be using our research," said Tom Drouillard, president and CEO, Scarborough Research.

About Starcom MediaVest Group

Starcom MediaVest Group is the Human Experience Company. Our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experiences. These brand 'experiences' are brought to life by distinct, strategic point-of-views—Truth and Design and Space for Ideas-- created and owned by SMG's two global agency brands: MediaVest and Starcom, respectively. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts.

With nearly 6,000 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, and most recently, Microsoft. In 2010, SMG was the #1 ranked Global Media Agency (AdAge) and "Media Agency of the Decade" by Adweek.

About ZenithOptimedia, The ROI Agency

ZenithOptimedia, The ROI Agency, is a leading media services group, ensuring every client receives a better return per media dollar invested than any of their competitors. The agency provides the world's largest marketers with top level service in communications strategies, executional planning, negotiation and implementation. ZenithOptimedia delivers results by connecting brands and consumers through its specialized and proprietary tools, research, and technology. A member of Publicis Groupe, S.A., ZenithOptimedia operates 218 offices in 72 countries worldwide.

About Scarborough

Scarborough (www.scarborough.com, [email protected]) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities.  The company's core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

SOURCE Scarborough

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