Capital to target agency creatives

Capital Radio Advertising is taking on staff whose sole focus is to sell the concept of radio to creative ad agencies.

Capital Radio Advertising is taking on staff whose sole focus is to

sell the concept of radio to creative ad agencies.



According to Nikki Mendonca, the head of Capital’s strategic business

unit, there is an urgent need for people with sales backgrounds to sell

radio to creatives and planners in the agencies.



As part of a drive to dissolve barriers between agencies and media

owners, Capital Advertising has promoted Emily Sutherland, previously

sales executive, to the role of strategic development executive.



At first, Sutherland will be wholly responsible for talking to creatives

and account handlers in advertising agencies. Her initial brief is to

educate creatives about the benefits of radio. Sutherland said: ’It is

essential that all parts of the media chain are fully conversant with

the benefits of radio.’



The promotion is also a result of research carried out across the

agencies which concluded that a number of creative departments would

benefit from direct communication with media owners.



Mendonca said: ’The research findings were shocking and showed that many

creatives feel starved of media knowledge. Account managers are

desperate to learn about the changing media landscape and feel alienated

by the growing importance of media independents.



’As part of Capital Radio’s business base, it’s vital that we keep a

dialogue going with creative agencies and Emily will be instrumental in

doing this. She will be able to tap into the strategic and creative

resource of the unit and help set up long-term relationships with these

companies.’



The strategic business unit was set up 18 months ago and is split into

two divisions: strategic planning and creative solutions. Mendonca

continued: ’Mixing creativity and research into the Capital sell is

crucial to the presentation of our product.



’Everybody assumes that agencies and creatives know exactly what sales

people are talking about when they discuss radio. But there are often

gaps in creative departments’ knowledge, and that’s what we hope to

change.’



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