Pearl & Dean hires Hornshaw to sell integrated ad solutions

Pearl & Dean is planning to sell cinema alongside other media owned by the TV, radio and poster companies of its new parent, Scottish Media Group (SMG).

Pearl & Dean is planning to sell cinema alongside other media owned

by the TV, radio and poster companies of its new parent, Scottish Media

Group (SMG).



Aleck Hornshaw, Mirror Group Newspapers’ client sales manager, has been

hired to sell the integrated packages directly to clients. He will offer

blue chips a host of non-traditional advertising deals, from sponsorship

to cinema foyer promotions and product sampling.



Hornshaw will sit alongside Pearl & Dean’s national sales director Craig

Harris as the company’s first commercial development director.



Reporting to managing director Christine Costello, he has been briefed

to build a sales team of three, dedicated to producing integrated

on- and off-screen sales ideas for clients and occasionally for agency

planners.



He will also take advantage of SMG’s portfolio of media companies to

offer integrated sales packages. SMG houses Scottish TV, Grampian TV,

Ginger TV, The Evening Times, The Herald, Virgin Radio and the poster

contractor Primesight.



The move mirrors the trend for cross-selling in the publishing world,

most recently with Emap offering TV and radio in addition to traditional

magazine sales.



Costello explained: ’If a beer company wanted to run a test marketing

campaign in Scotland, it could do the whole campaign - cinema, TV and

newspapers - through the group.’ But she warned cross-selling was just

an idea at this stage and added: ’We won’t choose SMG media for clients

if it doesn’t make sense.’



Hornshaw, who will join SMG in June, said: ’There is a lot of

opportunity within cinema to look at strategic and creative media

planning for clients.



I’ll be looking to build strong relationships with them, not just

selling Pearl & Dean but the medium of cinema as a whole.’



Hornshaw anticipates dotcoms and companies in the drinks, motor and

finance sectors will use the service.



He will be looking to hire sales people with four to five years

experience of selling directly to clients.



Hornshaw leaves The Mirror in the wake of a sales restructure (Media

Business, 3 April). However, he insisted his decision to leave pre-dated

the shake-up. Peter Muscant, who looks after inserts, has taken over his

job at the newspaper.



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