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
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