24/7 Media has been awarded the sales contract for
PhoneAFriend.com, the official website of Who Wants to be a
Sales will be headed by Lisa Menaldo, who will expand her sales team to
seven or eight people to cope with the anticipated demand.
Menaldo believes the popularity of the television programme, which
averages a 50 per cent share of TV audience, will drive people to the
site. She said that although a perception exists that internet users are
mainly AB men, PhoneAFriend will encourage ’a wide cross-section of
people, from AB to DE, to log on’.
In addition to offering a single site sale, 24/7 will incorporate
PhoneAFriend into its specialist TV sales package, which includes
Channel 5, CITV and TV programmes such as Men Behaving Badly,
Neighbours, The Bill and The Sweeney.
Adrian Woolfe, head of marketing at the TV production company Celador,
said 24/7’s TV sales experience was the major factor in the decision to
award it the contract. ’24/7 was the obvious choice given its impressive
track record in representing TV brands online,’ he said.
Griselda Billington, client services director at 24/7, was involved in
the pitch and said she was ’thrilled to gain such an enormous global
The site will be promoted over the coming months through all Who Wants
to be a Millionaire? merchandise, such as books, its new album and its
pub quiz games machines, which will all highlight the website’s
The PhoneAFriend site offers users the opportunity to play the game
online and features information about the questions and contestants.