Research showed advertisers wanted media owners to think beyond traditional press advertising and Emap has a cross-media proposition comprising magazines, radio, internet and television that provides myriad options. The separation of media planning and buying departments also left a hole that was filled by a new type of planner - the media owner, something the Emap team has used to its advantage.
Emap's leap forward has involved its whole salesforce in the initiative.
It sees a general move away from print advertising towards advertorial and sponsorship as inevitable.
One unmissable example was when Vauxhall linked with the lads' mag FHM in a seven-figure exclusive deal to promote the launch of its VXR performance range of cars. The deal was the first time a car manufacturer has used a single press title for launch activity.
The magazine activity was backed by a dedicated channel on FHM.com. This allowed site visitors to enter the competition, test their skills and follow the competition's progress. It also carried downloadable images of the VXR range and what FHM termed "trackside totty" - an implausibly glamorous group of ladies who draped themselves across motor cars for the magazine. What red-blooded lad wouldn't want a bit of that? About 12,000 FHM readers registered for the event, one of the magazine's most successful to date.
After the campaign, Vauxhall said: "Emap's expertise was in translating what we were doing with a complicated event on to the pages of a magazine and communicating the VXR message to our core target audience."
This year has seen a handful of similar partnerships - Arena and 02, Bliss and Smarties, More and Wild Musk!, to name a few.
Emap is now rated as the most respected sales team in the market, according to a survey of 200 of its customers, fending off IPC, The National Magazine Company, Conde Nast, the BBC and Attic Futura. Given its difficult start in life, Emap is now in an incredible place. The latest NFO research shows Emap produced 41 per cent of the most creative solutions, beating IPC Media, NatMags and Conde Nast.
Building on its previous triumph in 2002 as Print Sales Team of the Year, Emap Advertising has cultivated an attitude of trying to understand the true objectives of a client's advertising activity and looking to provide really unique solutions to achieve those objectives. Emap has shown a level of care and attention to detail rarely seen by other salesforces.
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