Live from the WAN-IFRA Study Tour
By Nancy Lane, President, Local Media Association
Study tour participants representing 9 countries and 4 continents visited with 15 different companies in Europe over 5 days to learn best practices in 360 advertising sales strategies.
Separation between advertising and editorial is extremely important in the U.K. but the two departments have found a way to work together when it comes to 360 selling strategies. Consider these two case studies:
From The Telegraph:
- Telegraph Create was developed to produce multi-media, non-standard campaigns for advertisers. Two-three years later, the team consists of 50 FTE's and is the fastest growing segment of their business (growing at 20-30% per year).
- Telegraph Create is "where brands, content and consumers meet"
- Team of 50 includes 20 on the editorial side (working in the editorial department), 14 sales reps and 12 project managers.
- The editorial team members handle video and photography in addition to writing.
- Recent clients include: Jeep, Nivea, Nintendo, Sainsbury's (grocery), HSBC, St Kitt's & more
- In all of these campaigns, The Telegraph controls the writing of content so as not to compromise their integrity. It is never supplied by the advertiser. The full report will showcase examples.
From A&N Media - parent company of The Daily Mail & Metro
- "The demands from advertisers are shifting to content-type opportunities and not just buying ad space" - CEO of A&N Media
- Example was a travel campaign for Melbourne, Australia that included a microsite, contest, video and a print supplement that ran in the paper ( editorial department produced the content for all of these).
- They see this type of work as very important to their future. The involvement from the editorial department allows them to stay in control and maintain integrity.
- Note that we also saw this trend unfolding in other European countries especially France.