Kevin Malloy
Encyclopedia
Kevin Malloy is an advertising executive and is the international chief executive of the world's second largest media buying agency, Starcom MediaVest Group (SMG), part of the Publicis
empire.
, New Zealand
. He was educated at St Peter's College
. As a 21-year-old Malloy left for London, ended up in the advertising agency
DMB&B
and got involved in the opportunities provided by Eastern Europe
opening up. "We were the first agency to set up a billboard on the road into Red Square
". He was promoted to Hong Kong
as regional manager and then on to New York
in 1996 as worldwide media director for DMB&B. He was instrumental in gaining Procter & Gamble
's US$1.2 billion media budget and also that of Coca-Cola
(a $60 million contract). He returned to live in Auckland with his wife Emma and children, in the early 2000s while still managing the worldwide P&G and Coke accounts.
with responsibility for business outside the US (110 offices in 76 countries), running this business from Auckland." In 2009 Malloy was put in charge of VivaKi to combine Starcom
New Zealand, Optimedia New Zealand and Digitas
, combining the assets of its media and digital operations in Australia and New Zealand.
Publicis
Publicis Groupe is a French multinational advertising and communications company, headquartered in Paris, France. It is one of the world's three largest advertising holding companies . Its current president is Maurice Lévy. Publicis Groupe S.A...
empire.
Background
Malloy is from AucklandAuckland
The Auckland metropolitan area , in the North Island of New Zealand, is the largest and most populous urban area in the country with residents, percent of the country's population. Auckland also has the largest Polynesian population of any city in the world...
, New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
. He was educated at St Peter's College
St Peter's College, Auckland
St Peter's College is a Catholic college for year 7 to 13 boys . The school, located in Auckland, is one of the largest Catholic schools in New Zealand and is an integrated school under an integration agreement entered into by the Catholic Bishop of Auckland and the Government of New Zealand in...
. As a 21-year-old Malloy left for London, ended up in the advertising agency
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
DMB&B
Publicis
Publicis Groupe is a French multinational advertising and communications company, headquartered in Paris, France. It is one of the world's three largest advertising holding companies . Its current president is Maurice Lévy. Publicis Groupe S.A...
and got involved in the opportunities provided by Eastern Europe
Eastern Europe
Eastern Europe is the eastern part of Europe. The term has widely disparate geopolitical, geographical, cultural and socioeconomic readings, which makes it highly context-dependent and even volatile, and there are "almost as many definitions of Eastern Europe as there are scholars of the region"...
opening up. "We were the first agency to set up a billboard on the road into Red Square
Red Square
Red Square is a city square in Moscow, Russia. The square separates the Kremlin, the former royal citadel and currently the official residence of the President of Russia, from a historic merchant quarter known as Kitai-gorod...
". He was promoted to Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
as regional manager and then on to New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
in 1996 as worldwide media director for DMB&B. He was instrumental in gaining Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
's US$1.2 billion media budget and also that of Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
(a $60 million contract). He returned to live in Auckland with his wife Emma and children, in the early 2000s while still managing the worldwide P&G and Coke accounts.
International management
In 1998, DMB&B had merged with competitor MediaVest, and Malloy became co-chief executive in the new business, now called SMGSMG
The initials SMG may refer to:* Submachine gun* Boston University School of Management* Senior Management Group* Sequential manual gearbox, BMW's name for its version of an electrohydraulic manual transmission...
with responsibility for business outside the US (110 offices in 76 countries), running this business from Auckland." In 2009 Malloy was put in charge of VivaKi to combine Starcom
Starcom
Starcom: The U.S. Space Force is an animated syndicated series in the 1980s that spawned a successful motorized toy line franchise in Europe and Asia for Mattel, despite its failures to succeed in its U.S. domestic market...
New Zealand, Optimedia New Zealand and Digitas
Digitas
Digitas is an integrated advertising agency and a member of the Publicis Groupe. The company currently has over 3,000 employees in 32 offices in 19 countries. Digitas also owns The Third Act: , Digitas Health, , Prodigious Worldwide and Solutions | Digitas...
, combining the assets of its media and digital operations in Australia and New Zealand.