Starcom MediaVest Group (SMG) has centralized its various performance-based media units into a new "coalition," called Starcom Performance Marketing. The consolidation impacts three units: SMG Search, SMG Directory Marketing, and Halogen.

All three now report to Nancy Mullahy, who leads the new unit as director. She was previously EVP, Managing Director on the Coca-Cola account. Coca-Cola and GM are among the clients that now make use of the Starcom's consolidated offerings in search, directory marketing, TV, radio, print, and other channels.

"In the past you might bring a search capability or a directory marketing capability to play [for a client]," said Mullahy. Performance-based media planning, with its focus on lead generation and sales, "demands an integrated look across all forms of media in all different channels," she added.

Divisions will continue to operate and serve clients independently, and office space will not be centralized.

Mullahy emphasized SMG's Directory Marketing and Halogen units already possess interactive capabilities. "We've got digital and interactive spread throughout all of our units today," she said. "If you are trying to push forward in terms of media, how can you not have that?"

Source: clickz.com