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Starcom MediaVest Group has spun off Starcom Sports Marketing as a stand-alone unit and added event marketing capabilities in an effort to cover the bases of an increasingly fragmented media market.
“Conventional marketing methods are de clining in terms of their potency,” said Nick Brien, SMG’s U.S. president of new ventures. “We wanted to make sure that this competency is not just for Starcom clients.”
Starcom Sports Marketing has been renamed Relay Sports and Event Marketing. It has moved out from under the Starcom umbrella, an arrangement that will enable the new unit to work with all Bcom3 units, specifically D’Arcy Masius Benton & Bowles and other former MacManus Group properties, said Wally Hayward, who was named Relay’s CEO.
Relay is the third unit formed under the SMG umbrella since Brien joined the company in January.
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