Campaign Media Awards 2005: TV Sales Team of the Year - Turner Entertainment Networks

Turner Entertainment Networks is part of the US-based cable company Turner Broadcasting System, a Time Warner Company. It operates many leading brands in entertainment and news, including TBS Superstation, TNT, Cartoon Network, Turner Classic Movies, Turner South, CNN Headline News, as well as the company's international language-specific networks and other businesses.

Turner continues to be the number one children's network and its proactive team has achieved a revenue increase of 7 per cent in the children's market.

At the same time, the network has had to cope with a rather intimidating reality: retailers were offering prime shelf space and "buy one get one free" promotions that were crippling margins for food advertisers, who in return were cutting their advertising spend.

So Turner spoke to each client about how they could attract potential buyers to the shops through on-air and online promotional techniques, using a mix of their own content, competitions and added value premiums.

The group came up with 15 ways to work with retailers, which they showcased at the Hong Kong Toy Fair in January.

Despite not being the top player in terms of sales, on the back of this research Turner Entertainment Networks has punched above its weight with the innovative use of tie-ins, promotions and competitions.

The team brokered a deal where Argos sponsored Scooby Week on the children's channel Boomerang, which ran for the school half-term. About 3.7 million viewers tuned into Scooby Week and Argos reported a 52 per cent increase in sales following the first week of the sponsorship. At the end of the campaign, Argos' sales were up 247 per cent.

Turner also engineered a partnership between Fruitella and the Cartoon Network with the sponsorship of The Ed, Edd and Eddy Show. The creative idea behind the ads was the show's embodiment of naughty but excitable.

This was made synonymous with the brand values of Fruitella, and the Cartoon Network devised a tagline that married both brands: "Cheeky but chewy."

To support this, they created three character fruit sweets called Tel, Tell and Tella as the sponsorhip credits for The Ed, Edd and Eddy Show.

The deal saw the client place their entire budget with Turner, with a media package across interactive TV, online, sponsorship, TV and print.

Turner developed a microsite and a unique interactive TV game called Fruit Pursuit, which saw 286,000 children play across the nine weeks it was live.

On the back of this work, the team has produced two Argos and two Woolworths promotions, as well as a launch of one of Turner's own products in Toys R Us.

FINALISTS Sci Fi Sales Team Viacom Brand Solutions


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