Kevin Deakin, the sales director of Jazz FM until June 1995, has now
quit the GWR Group after just two months to launch his own company,
Creative Media Sales.
The new company, which Deakin believes is the first of its kind in the
UK, will work closely with advertising agencies to offer clients
complete communications packages.
Deakin said the company, which is based on a US blueprint, will act as a
media strategist and offer solutions across all media, rather than just
commercial radio. It will exploit existing agency links with clients
rather than romance clients directly.
‘I will be doing what I do best, which is to go out and sell. Clients
need to be sold more effective radio packages, but I’m not there to
compete with the sales houses,’ Deakin explained.
Commenting on the reasons for his departure from GWR, he said: ‘I joined
GWR to look at a certain area of sales. Later it became clear that that
wasn’t an area it was going to be looking at. The parting was amicable
and I have the greatest respect for Ralph Bernard [chief executive] and
the GWR Group.’
Backing for Creative Media Sales is being kept under wraps. However,
Deakin will be based in London’s West End where he will initially work
with three other people.
Deakin began his career in television sales more than ten years ago.
Since then he has worked for TSW, STV and HTV.
He left Golden Rose Communications in June last year and resurfaced
briefly at Melody FM before accepting a job with the GWR Group. Deakin
had no official title, but worked alongside the head of national sales,