Campaign Media Awards 2009: Cross-Media Sales Team of the Year - Telegraph Media Group - Create

Telegraph Media Group's Create has scooped the Cross-Media Sales Team of the Year award after another year of creative, ground-breaking cross-media solutions for its clients.

The team covers sales across The Daily Telegraph, The Sunday Telegraph and the website, including Telegraph TV.

Together, they come up with strategies incorporating print, online, mobile, video, e-commerce, social networking, events, contract publishing, viral campaigns, reader offers, promotions, editorial, data capture, fulfilment and more.

Financially, the Create team has brought in more than £10 million in advertising revenues to the Telegraph Media Group in the past year, and claims double the market share of its nearest rival.

Among the innovations that impressed the 2009 judging panel was the stylish Citroen takeover in February. For one day only, The Daily Telegraph appeared with a very different look.

Readers could fold the paper, origami style, to reveal Citroen's new look. The campaign was extended online with another page-folding execution.

Similarly, to promote the launch of Sony Pictures' The Damned United, many Telegraph Media Group assets were used to supply credible voices - for example, regular Telegraph contributors such as Michael Parkinson and Alan Hansen - in support of the film. A competition was devised, Clough's All-Time 11, with the prize of a private screening. A dedicated episode of Telegraph TV's Something For The Weekend was dedicated to Brian Clough.

An innovative strategy to launch the BMW 5 series GT saw the journalist and comedian Tony Hawks embark on a road trip, reporting back from each location on television and with items for the Saturday Telegraph Magazine. Almost 100,000 people engaged online, along with two million readers of the magazine, delivering thousands of sales prospects for BMW.

But it's not just about one-off campaigns. Create has come up with the Telegraph Lab: a centre for innovation and web development. This is part of the team's commitment to maintaining its reputation as the home of great ideas and long-term partnerships. The Lab has developed and built applications - including a downloadable one delivering live scores for the Ashes; and social network feeds for Sky Sports and the British Irish Lions.

Behind all the innovation and client education, Create is also able to provide crucial sales figures. It boosted its contribution to the Telegraph Media Group's revenues by 20 per cent and enticed more than 150 advertisers to invest their ad budgets with the company. A superb performance, once again.

COMMENDATION: Mail Connected

Mail Connected impressed judges by delivering growth in annual revenue - specifically digital - while others saw revenues fall, as well as for delivering truly integrated campaigns, including the award-winning Katie & Co for Jacob's Creek. Other creative collaborations included a recession guide on behalf of Lloyds TSB and work for Kraft Philadelphia in collaboration with the UKTV Food channel and celebrity chef Aldo Zilli. Clients were as impressed, with Jacob's Creek's, brand manager, Jane Chew, praising the "depth and breadth of bespoke communication across print and online".




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