Campaign Media Awards 2006: Radio Sales Team of the Year - Emap Advertising

Emap Advertising has won the Radio Sales Team of the Year Award for the second year in a row, thanks to its impassioned back-to-basics approach, in what was another tough year for the radio industry as a whole.

This was the year that Emap integrated the 11 Scottish Radio Holdings brands into its empire, a process that went so smoothly it did not make the headlines like other high-profile mergers such as ITV and GCap.

"It wasn't really like a takeover. From day one it was like they had always been Emap stations - the team's knowledge of the products was exceptional," Charlie Yeates, a planner at MediaCom, says.

Emap Advertising scored its best-ever result for customer service in the TNS Media Market survey, which has been commissioned by Emap annually for four years.

Previously in second place, Emap was voted number one in all categories this year, including offering the most creative solutions, leading the way in media sales and setting new standards for radio.

The Emap Advertising team has generated clever ideas to encourage brands such as Vodafone, Siemens Ben-Q, Muller and 3 to spend more money on radio.

For Vodafone, the team created an appointment-to-listen music show on Monday night and then secured a deal to network this across rival groups' stations.

For 3, they took a committed airtime spender and created an ad-funded chart on Kiss 100, highlighting the benefits of 3 video mobiles and showcasing their product features to the Kiss audience.

The team also set about growing the revenue of Magic, beyond the audience growth of the station. Even before the recent audience acceleration, Magic clocked revenue growth of 26 per cent, outstripping the listening figures that had been recorded to that point.

In order to revive interest among consumers and advertisers, Emap also decided to relaunch Kiss, which together with Emap's other well-established youth brand Kerrang!, reaches four million adults a week.

Agencies were treated as partners in the reinvention of the brand with Bill Griffin, the managing director of the station, presenting his diagnosis and vision to more than 200 planners and buyers.

"Emap Advertising has excited the whole of this agency about the relaunch of Kiss 100," Matt Andrews, the Vizeum managing director, says. "Their approach has been to share with us their problem of how to relaunch an iconic youth brand and they've kept us involved through the evolution of their launch plan. Bringing in their big names to share their thinking has opened our eyes to the possibilities that Kiss - and radio - offer our clients. Fantastic!"

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