As part of its evolution to become a cross-screen media agency, Starcom MediaVest Group launched a new unit this week called Zero Dot, devoted to consult and create brand experiences and content across platforms, says Amanda Richman, President, Investment and Activation, Starcom USA, in this interview with Ashley J. Swartz for Beet.TV. “Starcom has been making a pivot from a channel-specific strategy to video neutral,” Richman explains. That includes the new division that will be tasked with developing new brand experiences for a range of video mediums.
Starcom itself has redesigned its teams and units to focus on connecting with audience across screens and building engagement on all platforms. Part of that mission includes finding the right mix between data-drive programmatic video buying and the more emotive aspects of storytelling, Richman says.
Beet.TV spoke to Richman earlier this week in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.