MediaCom has been appointed The Star Entertainment Group’s media agency of record.

The partnership will see MediaCom lead all media strategy, planning and offline buying for The Star Entertainment Group, and will be housed within MediaCom’s Entertainment Division (TED).

The Star Entertainment Group is an ASX 100 listed company that owns and operates tourist destinations including The Star Sydney, The Star Gold Coast and Treasury Brisbane.

The Star’s vision, to become Australia’s leading integrated resort company, is underpinned by multi-billion-dollar transformational projects planned or in progress across its properties. If fully realised, these projects will expand The Star’s portfolio to over 130 bars, restaurants, and cafes, 15 hotels and employ thousands of additional team members.

Andy Mulrenan, Client Partner, Head of The Entertainment Division (TED): “The Star Entertainment Group have a sophisticated understanding of their existing customers and an ambition to reach new entertainment seekers across NSW and QLD.

“With MediaCom’s analytics capabilities and market-leading addressable media channels as the foundation, at the heart of our approach is a data strategy that compliments The Star Entertainment Group’s existing strengths and creates more relevant and personal moments.”

George Hughes, CMO at The Star Entertainment Group: “Understanding and connecting with our customers is critical to our business and the successes we’ve had. It was clear to us that MediaCom is the right partner for us and we’re looking forward to their support in bringing this to life.”

Yaron Farizon, CEO MediaCom AUNZ added: “This is a fabulous win for us as our response showcased our thought leadership and broad range of capabilities. The chemistry and rapport between our team and the client team was incredible, despite going through this process in lockdown!

“Most importantly, this win for MediaCom is a great testament to the collaboration between GroupM and WPP AUNZ.”

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