NEWS: The Network forms radio sponsorship company with PCG

The Network has forged a joint deal with its sister agency, the WPP below-the-line specialist, Promotional Campaigns Group, to lure new clients to radio by promising to maximise the effectiveness of sponsorship deals.

The Network has forged a joint deal with its sister agency, the WPP

below-the-line specialist, Promotional Campaigns Group, to lure new

clients to radio by promising to maximise the effectiveness of

sponsorship deals.



The new venture, called Radio Active Campaigns, aims to combine the

Network’s media buying and planning skills with PCG’s promotional

marketing expertise.



Radio Active will be staffed by personnel from both companies -

including four planners and buyers from the Network - and run by two

project directors, Bill Kinlay, media director at the Network, and

Graham Griffiths, general manager of PCG.



The Radio Active team will present jointly to clients. The Network

members will then handle all the planning and buying, while PCG tackles

the creative side of new briefs.



The new joint venture has started to target clients of both agencies who

may have considered radio in the past, particularly fmcg clients.



Griffiths commented: ‘PCG recently did a project for Kenco and Classic

FM that panned out to include an on-pack offer and a link with the Mail

on Sunday. Using different media in this way is part of an untapped

opportunity.’



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