Research/Consumer Ingishts: Starcom MediaVest Group, Global Sensing Investigations
Operating like a “news network,” Starcom MediaVest Group’s Global Sensing Investigations integrates the local and regional perspectives of more than 125
“human experience strategists” in 35 countries, thinking in unison about the same consumer-centric topics. Each investigation is fielded over two weeks yet represents hundreds of hours of
material and thoughtful consideration that can only be seen through the nuance of real life examples and local culture. By aggregating the local perspectives, the SMG team mines the universal insights
that run across them. For example, in exploring the impact of cars from one culture to the next, SMG found a global truth: That people never forget their first car and rarely achieve the same
emotional connection again with another car. Since its launch, SMG’s Global Sensing Investigations method has processed insights across an array of key topics and audience segments, including
how mothers congregate in communities around the world and the importance of sampling the cultural value of food for young adults.
Recent Media Magazine Supplement Articles
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Letter from the Publisher Dec. 28, 3:52 p.m.
MEDIA magazine is pleased to present the ninth annual Creative Media Awards competition. The winners will ...
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Radio: Bailey Lauerman, CommunityAmerica Credit Union/Membership, Escape Dec. 28, 1:22 p.m.
Throwing out “your mother’s media plan,” the agency turned to a local radio group whose on-air ...
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Radio: Havas Worldwide Chicago, Cracker Barrel Dec. 28, 1:22 p.m.
The Handcrafted by Cracker Barrel Old Country Store radio campaign was created as a way to ...
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Radio: mediahub/Mullen, Nat Geo WILD, Teaching an Old Dog New Tricks Dec. 28, 1:22 p.m.
In order to raise awareness of dog whisperer Cesar Millan’s new cable network, the agency cleverly ...
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Multicultural Media: Syfy for NBC Universal/Syfy, Face Off Season Two Dec. 28, 1:21 p.m.
Syfy launched “Face Off Season Two,” a reality series where the best in special-effects makeup artistry ...
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Multicultural Media: Starcom MediaVest Group for Heineken, Heineken - Manero Dec. 28, 1:20 p.m.
Despite the fact that Hispanic males are heavy consumers of online and digital media, the audience ...
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Multicultural Media: Rezonate Media, AT&T, Away We Happened Dec. 28, 1:17 p.m.
When AT&T was no longer the only carrier selling iPhones, they challenged their creative agency to ...
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Media Plan: KSL, Media UGG Australia, The Invisible Game Dec. 28, 1:15 p.m.
The success of UGG’s classic sheepskin boot eclipsed the brand’s other offerings. In order to highlight ...
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Media Plan: PHD, Google, Google Fiber Dec. 28, 1:14 p.m.
When Google chose Kansas City to launch its fiber-optic high speed Internet and TV, Google Fiber, ...
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Media Plan: Horizon Media, AETN/HISTORY/Hatfields & McCoys, Hatfields & McCoys Dec. 28, 1:14 p.m.
History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family ...
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