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
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
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
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
’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
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.