Media offering package deals

In an effort to maximize their share of advertiser spending, Canadian media monoliths Rogers Media and The Globe and Mail are scrambling to offer clients and media buyers comprehensive, one-stop advertising services across their various properties. The Globe, for instance, is...

In an effort to maximize their share of advertiser spending, Canadian media monoliths Rogers Media and The Globe and Mail are scrambling to offer clients and media buyers comprehensive, one-stop advertising services across their various properties.

The Globe, for instance, is offering deals that apply across the entire spectrum of Globe brands, including The Globe and Mail newspaper, Report on Business Magazine, job Web site Workopolis.com, and ROBTV, its 24-hour business news specialty channel.

To that end, the Globe recently appointed Shannon McPeak as its vice-president, corporate sales, with a mandate to integrate ad sales across all the Globe’s properties.

Sandy Muir, the Globe’s vice-president of advertising sales, says the process may not necessarily be consistent from client to client or agency to agency.

‘It’s not as easy as adding it all together and saying I’ll give you 10% off, because the audiences [for each property] are different and often clients buy different products for different strategic reasons,’ he says.

Having said that, Muir acknowledges the company needs ‘new processes and structures to be effective in the new media community – even if we don’t have a definitive vision of what the new media world might look like.’

The complexity of the resulting deals will likely mean bringing senior-level Globe representatives together with senior-level clients to work out the overall plan, Muir says.

For its part, Rogers Communications says it expects to have integrated sales capability by the fall. The company is planning to leverage its diverse media holdings, which include everything from cable television to Internet portal Excite.ca, to trade and consumer magazines to cellular communications.

While some bundling is already taking place, the diversity of Rogers media properties makes integration difficult, according to Frank Dimatteo, Rogers vice-president of marketing administration and logistics.

Rogers comprises different media silos, he explains, with separate profit centres, different computer systems and different sales representatives who are not familiar with the other publications and properties.

Dimatteo is looking at several different configurations but expects a separate sales entity – a Rogers team – will have to be formed in order to sell across media, while the individual divisions continue to retain their own reps.

Media buyers and planners say they’re anxious to see how Canada’s media giants intend to package their properties in order to create compelling advertising opportunities.

Sunni Boot, president of Optimedia Canada, says, by and large, they’ve failed to bundle their properties effectively.

‘They’re saying ‘We’ve got all these products, you’ve got the advertisers, let’s find a fit.’

‘It’s an execution waiting to land on a strategy versus saying ‘Of these products, these are of interest. Now let’s do a multi-media deal.”

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
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The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.