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.’