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Starcom MediaVest and ZenithOptimedia Extend Relationship with Scarborough for Local Media

Jul 19, 2011
New York, NY
Corporate News

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. 

“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.

About Starcom MediaVest

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 ( 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 (, brings the local market to life like no other company. Our consumer insights reflect the shopping patterns, media usage behaviors across multiple platforms, and the lifestyle trends of American adults. Media professionals, marketers and agencies use Scarborough insights to: create a smarter, more informed marketing mix; conduct market-competitive analyses; plan event sponsorships and partnerships; geo-target prospective consumers; increase product sales, grow customer loyalty and for overall marketing strategy. Scarborough’s core offering of individual local-market studies spanning 120+ markets (including Puerto Rico). 77 local markets are MRC accredited. Other products and services include Analytics (customized research and express analysis) Sports and Hispanic insights and attitudinal data to help our clients address the why behind consumer behavior.  Scarborough surveys more than 210,000 adults annually, and studies more than 2,000 consumer categories. Scarborough has been in business for 40 years and is a joint venture between Arbitron Inc. ( and The Nielsen Company (