Local Starcom unit banks on huge biz potential in Phl

MANILA, Philippines - The local unit of global communications and consumer contact services giant Starcom MediaVest Group (SMG) Inc. is banking on the huge business potential in the Philippines, which is already one of its major markets.

Starcom MediaVest Group Philippines aims to enhance its existing relationship with clients as it communicates more brands to Filipino consumers, top company officials said.

The Philippines has a huge population with a big business potential, said John Sintras, chairman of SMG Australia and director of Global Experience Product.

“We want to grow and diversify on other areas and services,” he said, adding that the output of SMG Philippines is of great quality.

Sintras said the Philippines is a “very strong office and a key part of the Southeast Asian region” with a market share higher than in any parts of the world.

Since the annual report of Paris-based firm Research Company Evaluating the Media Agency industry (RECMA) came out in 2004, SMG Philippines has ranked as the Philippine market leader.

Specifically, SMG Philippines cornered 23.9 percent of the domestic market with $480 million in media billings last year, up from 23.3 percent in 2011 that allowed the company to rack up $400 million in billings, the RECMA report showed.

“In terms of our ability to lead, this is a top market for us,” Sintras said.

SMG Philippines CEO Joanna Mojica said the company caters to half of the country’s top 15 advertisers through long-term relationships. Local clients include the Gokongwei family’s Cebu Pacific and Universal Robina, San Miguel Corp.’s Petron and Purefoods, the Campos family’s Del Monte Pacific, NutriAsia and United Laboratories, tycoon Andrew Tan’s Megaworld and Resorts World Manila, Monde Nissin, Century Pacific and Coca-Cola Philippines.

“Only with experience you can create brands,” Mojica said.

“We aspire to be a trusted adviser,” Sintras said, adding that their commitment to clients is to understand consumers. SMG is creating measurement tools to quantify the value it creates in terms of sales and revenues.

In particular, SMG will continue focusing on the Filipino psyche and values.

In his few days of immersion in the Philippines, Sintras said he discovered the incredible passion for life of Filipinos.