Campaign Media Awards 2007: Cross-Media Sales Team of the Year - Create @ Telegraph Media Group

With industry honchos describing the Create @ Telegraph Media Group as "leading the national press market in terms of innovation and integrated solutions" and "consistently providing intelligent and innovative responses to briefs", it is not much wonder the team has been chosen as the best Cross-Media Sales Team of the Year.

The team has been recognised in the 2007 Campaign Media Awards for its campaign for Tetley's, which helped the beer brand reignite its association with rugby. The deal saw Tetley's given a presence on Telegraph Media Group properties including The Daily Telegraph and telegraph.co.uk, and benefitted readers of those properties by giving them valuable insights from players including the former England captain Martin Johnson.

It has also created solutions for what could be described as a who's who of British brands. These include the major car marques Mercedes-Benz, Volkswagen and Ford Mondeo; FMCG brands such as Clinique, Dove and Tilda; and the retailers John Lewis, Fenwick and Currys.

One of its longer-running campaigns, a six-month cross-media initiative for Toyota's Verso vehicle, saw the Create team come up with a new kitemark: "parent friendly". This was used across Telegraph Media Group properties as well as in stores and other destinations, indicating that they were deemed suitable for stylish people with children. The result was a campaign that saw 71 per cent recall of the Toyota Verso among Telegraph readers with children, accompanied by an increase in purchase consideration and ultimately in Toyota hitting its sales targets for Verso, despite doing no other above-the-line marketing for the vehicle.

Built on the mantra "never promise what you can't deliver", part of the success of the Create @ Telegraph Media Group team is down to its structure, which sees the sales side complemented by its own editorial staff and design team, who are present at client meetings to ensure that briefs are accurate.

Over 2006/2007, the team executed more than 200 campaigns, beating its sales target and meeting its objectives of breaking new ground in innovative cross-media solutions.

The Create @ Telegraph Media Group team now boasts that its share of all the co-branded creative content in national newspapers is a market-leading 26 per cent, and that it published more than double the number of sponsored pages of its next closest competitor.


- GNM Commercial

- Times Media Solutions.