Emap Create is a response to a greater need from advertisers for solutions that go beyond traditional spot or page advertising.
Emap Create will be headed by Sue Todd, the Emap Advertising marketing director, Adam Bullock, its commercial programmer, and James Hayr, its commercial editor.
The initiative will involve each of Emap Advertising's 240 sales staff entering a "creative academy", a nine-month training programme designed to build competence in offering all advertisers creative solutions such as advertorial, events and sponsorship.
Todd said: "Ten years ago, the demand in magazine and radio sales was such that you had two people at the end of the table you'd shove the odd brief to. Now, there's more of a need to meet advertiser demands and there will be less of a need for spot and more traditional skills."
The launch of Emap Create is an attempt by Emap to formalise and extend its offering of non-traditional solutions. Bullock will continue in his role of developing broadcast innovations with advertisers but will work more broadly with Emap's sales teams. Hayr will do the same on developing editorial solutions for advertisers.
Emap has developed creative solutions for advertisers including Scottish Courage and Ford in the last year. Its Foster's Pit Girl programme for Scottish Courage involved editorial activity in FHM and promotions across the Big City network of radio stations. The "original mix" work for Ford Ka involved coverage in Mixmag as well as promotional activity on Kiss and Big City.
Todd added that Emap Create was also a reaction to moves by agencies to build specialist divisions offering sponsorship, advertiser-funded programming and other specialities.
Many of Emap's cross-media deals have involved bespoke creative solutions and providing the learning for the launch of Emap Create.