Feature

Campaign Media Awards 2007: Digital Sales Team of the Year - Guardian News & Media

Guardian Unlimited has helped carve a niche for itself among the national newspaper websites, and this reputation extends to the digital sales team in charge of delivering intelligent and innovative approaches to all things digital.

Over the past 12 months, Guardian Unlimited's sponsorship division has been instrumental in numerous innovative and creative projects, particularly in relation to the use of audio and video, and in coming up with media firsts.

Among the successful campaigns it has worked on is Audi Future of Food, which it describes as its most successful commercial collaboration to date, delivering up to 75,000 unique users, intrigued by the three specially made films at the centre of activity.

Other hits for clients have included Secondfest - a three-day music festival created by Guardian Unlimited in partnership with Intel. It boasts that it created the biggest event to date in the social networking site Second Life, and contributed to a 19 per cent uplift in brand favourability for Intel.

Back in the first world, albeit Down Under, Guardian Unlimited created a groundbreaking campaign for Tourism Australia, built around user-generated content, as well as a print supplement.

However, it is not only for external clients that the Guardian Unlimited digital sales team is being recognised with this award. The team was also given the brief to inform the market about the Guardian Unlimited site rebuild and redesign, both editorially and commercially.

It created a campaign that used an interactive, video-rich presentation to inform the online buying and planning community not just about the changes, but about key trends across the web in a global context. At the same time, the campaign focused on the range of targeting opportunities that had been developed for advertisers in the redesign.

This ties in with the Guardian Unlimited digital sales team's mission to position themselves as knowledgeable digital specialists and as evangelists for the Guardian brand.

It's not just about innovation for the sales team - it has consistently exceeded what the company admits are aggressive sales targets, and increased the number of bespoke branded-content projects.

The team is not sitting back on its laurels though - the digital team, along with its strategic digital planning resource, campaign management team and project management team, has been expanded by 62 per cent.

FINALIST

- CBS Outdoor, Alive.