The research expertise of Leo Burnett USA and the media prowess of Starcom MediaVest Group (SMG) will be paired with the technology expertise of Knowledge Networks in a number of ways. These include access to Knowledge Networks’ single-source data for Bcom3 units, and a licensing agreement that will give Knowledge Networks access to research tools developed by Leo Burnett, as well as SMG media research expertise with which to build new tools.
Although this deal initially encompasses Leo Burnett USA and SMG, it’s our hope that any number of units from across Bcom3’s global network will utilize Knowledge Networks’ marketing information capabilities, said Brad Brinegar, CEO of LB USA. This will greatly benefit our collective clients, thereby adding more value to our client relationships.
The extraordinary strength and depth of Starcom MediaVest Group’s media and research capabilities when coupled with the preeminent information technology expertise of Knowledge Networks will be a very powerful thing, said Jack Klues, CEO of SMG.
