Emap bags BT cross-media deal

BT is the first client to snap up Emap Advertising’s entire package of magazines, TV, radio and websites since the group created its cross-selling structure in March.

BT is the first client to snap up Emap Advertising’s entire package

of magazines, TV, radio and websites since the group created its

cross-selling structure in March.



The telecoms giant is using Emap’s mix of media to promote its new

youth-oriented web venture GetOutThere.



The deal, which is believed to be worth millions, is proof that Emap is

attracting clients to its multi-media packages.



The campaign will run across 12 of Emap’s magazines plus The Box music

channel, Kiss 100, the Big City Network radio stations and a raft of

youth websites.



BT’s venture is dedicated to showcasing young talent and offering advice

to young musicians, filmmakers, producers, directors and writers.



The campaign will run until the end of the year through brands that BT

has handpicked from the Elan, Performance and Digital divisions.



Magazines to carry the ads include Mixmag, The Face, Select, Heat, Q,

FHM, Empire, Sky, More!, Minx, Elle and New Woman. BT will reach two

million people through the magazines alone.



Emap’s sites - FHM.com, QOnline, YourScreen, EmpireOnline, TheBox.co.uk

and Kiss 100.com - will carry banner advertising for the campaign.



The deal was negotiated by several representatives from Emap and BT.



BT’s agencies New PHD and Zenith were also involved.



Tom Toumazis, managing director of Emap Advertising, said: ’As leaders

in the youth market, this deal will demonstrate the power of our youth

brands. When we created Emap Advertising, we wanted to form an

organisation where one conversation could lead to cross-media solutions

across the complete consumer portfolio.’



Kevin Hand, chief executive of Emap, said: ’This contract confirms the

value of cross-media sales and the logic of our decision to create media

networks targeting key audiences, rather than continuing to promote

businesses based on media type.’



Hand added: ’In the coming months, we expect to announce further

cross-media deals with other advertisers, utilising both our on- and

offline assets.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).