Starcom announces three senior appointments to deliver ‘return on experience’ for its clients

Findings from this year’s Starcom Media Futures showed that very positive brand experiences have 10 times the impact on consumer brand choice and as a result, Starcom Australia has created three new national leadership team roles to deliver on positive customer experiences and ‘Return on Experience’ for clients.

‘Return on Experience’ (ROE) is an additional measure that works in tandem with Return On Investment (ROI). The Media Futures report found that ROE, which combines business and human outcomes, is the most valuable measurement for brand choice. As a result, Starcom has evolved the way it works with clients and the three key appointments will work to deliver ROE for clients.

Simone Galletly joins Starcom as national planning Director, Stu Carr returns as national head of measurement and Nancy Lan has been promoted to national commercial partnerships director. The newly created roles will be part of Starcom’s national leadership team and will report to CEO Toby Barbour.

Says Barbour: “These appointments will strengthen our national leadership team as we deliver on our strategy of client-obsessed value creation and Return on Experience. The findings from our 2018 Media Futures report, the only study of its kind that uses a combination of consumer and industry research with marketers and media owners, has evolved our focus for client investment.

“We will apply our insights to closing the ‘expectation gap’ by satisfying the tension between what people want and what brands need to create – connected experiences that drive human and business outcomes. The ROE framework will be a key indicator of our business success. I am delighted to announce Simone, Stu and Nancy to these new roles and I am confident they will help create the next level of insights for clients as we look to deliver the best brand experiences for consumers.”

Galletly joins Starcom from parent company Publicis Groupe, where she was global strategy director based in London. She has more than 15 years’ experience working in media in London and Singapore, including APAC strategy director and planning director for Mediacom and head of planning for m/SIX.

In her new role, she will lead connected experience planning and design to create valuable business outcomes based on the Media Futures report’s findings that connected end-to-end experiences through paid, owned, earned and shared media are 1.5 times more likely to be very positive.

Carr moves back to Starcom from Publicis Media’s Analytics & Insights division that he headed.  He has more than 15 years’ experience in communications and media agencies including Naked Communications, BellamyHayden, Mediacom and Universal McCann. He joined Starcom in 2012 as a data and analytics strategist and then national director, data and analytics.

In his role, Carr will be responsible for measuring performance and connecting media metrics to business outcomes. His focus is determining whether the audience insight and connected experience delivered campaign or business results.

Lan joined Starcom last year as Sydney agency director from Zenith Shanghai where she was deputy managing director. Lan has more than 10 years’ experience working in media and on the client side in Sydney, London and Shanghai. She has worked with Telstra as media sponsorship and content manager, MCN as strategic integration manager and branded content director, Newcast at Zenith in London before moving to Zenith Shanghai as general manager, Newcast.

In her role, Lan will be responsible for connecting consumer insights with brand needs with the right product solution to optimise value of Return on Experience back to clients.

These additional leadership team appointments join recently appointed Melbourne managing director Stuart Jaffray, who was previously BMW general manager of marketing.

The three new appointments are effective immediately.

(Pictured L-R: Simone Galletly, Stu Carr, Nancy Lan and Toby Barbour)