CNN embraces cross-media sales

CNN has restructured its 55-strong sales department to create cross-platform teams that can offer a blend of traditional television and interactive advertising.

CNN has restructured its 55-strong sales department to create

cross-platform teams that can offer a blend of traditional television

and interactive advertising.



In the past, the US giant’s European sales team was divided into two:

the main team focused on television spots and sat apart from the online

sales team.



But sales boss Kevin Razvi - who recently joined CNN Europe from

MindShare as senior vice-president, advertising - has reorganised the

department in a bid to ’deliver fully integrated services’.



The objective is for the TV sales teams to sell CNN’s interactive

channels and internet services in conjunction with traditional spot

advertising and TV sponsorship.



This team will be responsible for dealing with almost all CNN’s existing

clients.



There will still be a CNN Interactive sales team - which will move into

the same office as the rest of the sales staff - but it will focus on

developing business with non-broadcast advertisers.



’We have seen a lot of media owners switch to cross-media sales teams

recently,’ commented Razvi. ’Often they simply tack on little things

here and there as an addendum to the main deal. We want to turn our

sales executives and managers into people who can genuinely blend our

different media.’



As part of the changes, sales director Lawson Muncaster has been

promoted from sales director to vice-president of sales for the UK,

Netherlands and Scandinavia.



Along with his Paris-based counterpart Werner Schopff, he will oversee

the restructure and will have a significantly increased training and

development budget.



’We are putting a hell of a lot of money into training,’ said Razvi.



’Everyone will be put through a thorough development programme.’



Razvi has also filled two key positions to help build CNN’s digital

business.



Max Raven joins as an account developer for CNN Interactive. He was

formerly an account director for MindShare Interactive in Sydney.

Laurent Elalouf, formerly an ad director at Reader’s Digest Paris, joins

in a similar role in the company’s French office.



CNN has recently signed improved representation agreements in Spain and

is expanding its German team.