Media: Double Standards - 'I get excited about Nationwide's TV advertising'

Ad sales directors talk career advice, cross-selling and media solutions but refuse to divulge the identities of their best salespeople.

MARCUS RICH - MANAGING DIRECTOR, EMAP ADVERTISING

- What are the benefits of cross-selling?

Cross-selling achieves powerful results for advertisers. The fact that consumers engage with a media brand on different platforms deepens their relationship with that brand, which is something that advertisers can take advantage of. We also have evidence that shows how this has worked in practice for advertisers.

- Is the cross-sell easy or would advertisers prefer to go into one type of media?

The answer depends on what the advertiser is trying to achieve. A single-platform solution may be most appropriate for one brief, and multiplatform for another. The key, we believe, is not to pre-judge but to listen, understand and deliver the right solution.

- Do cross-sell campaigns deliver maximum audience penetration?

We have to distinguish between achieving penetration (ie. reach) and achieving a deeper engagement with audiences. Across our portfolio, we reach more than 40 per cent of adults in the UK a month, but in addition to scale, we are finding that advertisers are more interested in how they can communicate to consumers in a relevant and engaging way.

- What has been the most creative cross-media campaign you've been involved in?

The two annual FHM VXR Sports Driver of the Year campaigns have really redefined how Emap approaches creativity. In short, one in three FHM consumers will now consider buying a Vauxhall as their next new car.

- What has been the most exciting new product you have launched in the past 12 months and why?

Emap2 is a real statement of intent for Emap Advertising. Through Emap2 ,we aim to deliver great strategic thought and creative executions to address clients' ever more sophisticated marketing dilemmas.

- Are media owners becoming more like media agencies and, if they are, how will this trend develop?

No, media owners (or Emap, anyway) are trying to unlock more consumer insight by providing more ways of achieving real engagement with our communities of readers, listeners and viewers.

- Who is the best young sales talent in your team?

You're kidding! I'd have a mutiny on my hands if I named names. All Emap people deliver boundless passion for selling and their market- beating results prove this.

- What is your favourite brand and why?

Sterling seems to press the right buttons but Cloudy Bay comes a close second.

- What has been the best piece of career advice you've ever been given?

"If he spent as much time cultivating his work as he did his hair he might get on in this world" - Mr Sykes, 5B French.

- What type of media do you consume the most?

Kiss and the Faceless diaries (saucy!) in the morning, magazines vigorously and relentlessly, Sky+ in the evening, interspersed with iPodery and wireless broadband.

ANDY BARNES - SALES DIRECTOR, CHANNEL 4

- What are the benefits of cross-selling?

Channel 4 is at heart a TV business but, increasingly, we will be able to deliver solutions for advertisers via TV airtime, sponsorship, ad-funded programming, online and on mobile. That is very attractive for advertisers.

- Is the cross-sell easy or would advertisers prefer to go into one type of media?

Advertisers increasingly want media solutions that cut across all aspects of media with consumers, so there is a hunger for this. Media agencies and advertisers find it difficult to assess the value of cross-selling in anything other than pure commercial terms, but this will change over time.

- Do cross-sell campaigns deliver maximum audience penetration?

Depends on the platforms involved. TV can still do an enormous job on its own.

- What has been the most creative cross-media campaign you've been involved in?

Channel 4 won the BJK&E Mercedes award for a cross-media deal that involved ad-funded content on broadband, TV sponsorship, online and television advertising.

- What has been the most exciting new product you have launched in the past 12 months and why?

Channel 4 has helped with the launch of many new brands, but I get most excited when I see more established brands such as Nationwide and Marks & Spencer achieving great success from spending more on television advertising campaigns.

- Are media owners becoming more like media agencies and, if they are, how will this trend develop?

Increasingly, we are being asked to do, and indeed are doing, both media planning work (across our own inventory) and also in-house creative work. However, media agencies still play an enormous part in the successful concept and implementation of such arrangements.

- Who is the best young sales talent in your team?

I have a fantastic team and so I wouldn't want to pick a specific individual.

- What is your favourite brand and why?

Arsenal - simply because it doesn't matter how good they are, how bad they are or how much they charge me, I will still always consume it. You know this is the sign of a good brand when they have got a consumer in that position.

- What has been the best piece of career advice you've ever been given?

The two best pieces of career advice were given to me by my father. First: we are all human beings, everyone is equal and no-one is better than anyone else. Second: always ask lots of questions.

- What type of media do you consume the most?

I consume television the most - Channel 4 and Sky Sports in particular. I also read the papers - The Sun should be nationalised and given away as a treasure.

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