Vistaprint is appointing Starcom as the online print company's TV media agency following a competitive review launched in October 2018.
The client had previously worked with Havas. Vistaprint spent $30.27 million on advertising during Q1 2019 and $151.70 million during the full 12 months of 2018, according to Kantar Media. Starcom, part of Publicis Media, will cover all direct response, brand and advanced TV investments in the U.S. and Canada for the Vistaprint brand.
The search for a new agency partner was guided by Vistaprint's parent company Cimpress, which sought a better way to approach the evolving marketing landscape. Vistaprint was seeking a "highly-collaborative" agency that offers "strong, strategic planning expertise, coupled with the ability to translate strategy into positive in-market results," explains Michael Buckley, senior director, global brand influence, Vistaprint. "Starcom has a laser-like focus on performance and will leverage savvy approaches to planning, purchasing, measuring and optimizing our television investments,” said Buckley, adding that audiences consume media and interact with brands differently these days. "We look forward to leveraging their full-funnel television media buying capabilities and measurement prowess, to help us evolve and diversify the role that television plays within Vistaprint’s overall marketing mix.” While the company may be best-known for its business cards, Vistaprint typically targets small business owners to handle all of their respective print and digital marketing needs.