Pearl & Dean is planning to sell cinema alongside other media owned
by the TV, radio and poster companies of its new parent, Scottish Media
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
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
The move mirrors the trend for cross-selling in the publishing world,
most recently with Emap offering TV and radio in addition to traditional
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.