Campaign Media Awards 2006: Cross-Media Sales Team of the Year - Emap2 Advertising

Cross-media ad deals were unheard of just a few years ago, but they are now de rigeur.

The concept of a single idea translated across different media has really taken hold, as traditional platforms have fragmented and new interactive media platforms have emerged. And increasingly, media owners are called upon to come up with creative ideas integrated across multiple platforms.

Emap Advertising recognised that engagement and interaction are the new watch-words by which effective media planning is measured, and launched Emap2 with the aim of offering clients and agency partners the most effective cross-media solutions business in the UK.

By listening to clients and agencies, Emap recognised that the industry wanted effective creative ideas delivered by multiplatform, media-neutral communications planning.

Emap2's role is to generate briefs and work on creative solutions independently from media plans, mirroring the media-neutral "ideas first" structure at agencies. The process begins and ends with consumer insight, with firm metrics on return on investment.

Emap has combined the strengths of media-neutral strategic planning, pioneering creative thought, in-depth consumer insight and high-level customer service. The team's philosophy is "ideas first, brands second, media third", an approach Emap sums up as "solving, not selling". Emap2 has worked spectacularly well, sourcing an unprecedented number of briefs and revenue this year.

The team booked 80 per cent of its revenue target in the first five months and is set to double last year's final booked figure of £4 million. The average deal value in 2006 is £250,00, up 56 per cent year on year.

Emap2 won the biggest deal in the company's history when it persuaded Ford Fiesta to take its year-long "Celebrity City" campaign across print, radio, online and ambient media.

Another huge year-long campaign was for Sony Ericsson Walkman, launching the new phones to hardcore music fans and music casuals across print, radio and online, with vehicles including Heat, FHM, Q, Kiss, The Big City Network and Kerrang!.

For Ben-Q Siemens, Emap2 created three bespoke animated characters representing rock, pop and urban music genres to highlight the MP3 qualities of the E61 mobile phone. The campaign included all Emap TV channels, Kiss and Kerrang! radio stations, and a bespoke microsite.

Nick Manning, the chief executive of Manning Gottlieb OMD and OMD UK, says: "Quite simply, Emap2 is The Daddy in cross-selling. No-one comes close in terms of ideas and execution, across the best possible range of brands and platforms."

Finalist: RSVP - GCap, IPC, Viacom Brand Solutions.


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