Diary: Ice To Eskimos - Creative pitch tempts Sky into trio of IPC magazines

IPC tx’s ad director Mark Reen had to summon all his powers of creative selling to persuade Sky to advertise in IPC’s TV weeklies.

IPC tx’s ad director Mark Reen had to summon all his powers of

creative selling to persuade Sky to advertise in IPC’s TV weeklies.



’Sky was launching its Sky Digital brand and had never advertised in

listings magazines. It had spent all its money on retail, promoting its

service and satellite dishes. We decided to pitch all three of our

titles - TV Times, What’s on TV and TV & Satellite Week - and we knew we

had to come up with something unusual.



’We pitched to Paul Thomas, James Ledger and David Nicks at Universal

McCann. We sold the idea of an ’outsert’ strip to run round the cover of

the TV & Satellite Week issue promoting the Sky Digital brand. The two

ends of the band were tacked onto a double page Sky spread, so that the

reader turned straight to the ad.



’On the back of this we also sold a package of gatefolds, spreads and

strip ads worth around pounds 200,000. Universal said it was the most

creative pitch they had received on the Sky Digital account.’



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