Publicis Groupe’s media agency Starcom has taken the wraps off of a new brand identity and positioning, the first such effort since the agency launched in 2000. 

The project has been more than a year in the making and is part of a bigger plan to celebrate the agency’s 25th anniversary next year. First announced in June 2022, the effort was led by Global Chief Marketing Officer Robert Schwartz.  

Here’s a fun fact. The media agency, spun out of Leo Burnett when the “unbundling” trend (splitting media and creative capabilities into separate agencies) was all the rage, got its name from a well-known quote from of the founder: “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”  

Starcom has had a star in its branding from the beginning. As part of the rebranding the agency has created what it calls a dynamic "motion star," which is positioned above the agency's name in new visuals. It's designed to capture the essence of its new tagline, “Move People, Move Business.” In other words, the agency explains, by understanding people and figuring out what their true wants, needs and motivations are, you can help your clients grow and achieve progress and momentum. 

Nowadays, the agency adds, that can be achieved by “harnessing the transformative power of data and technology to inspire and move people and business forward.” 

The rebrand went live globally last Thursday.