Shaped from the start to build long-term relationships with advertisers and take a holistic approach to sales campaigns, Turner Media Innovations is moving from a UK-focused operation to one that spans EMEA with its newly formed pan-regional sales force.
Launched in 2005, TMi, which manages ad sales for Cartoon Network, Cartoonito and Adult Swim, was an answer to fragmenting markets saturated with an ever-growing number of TV channels.
Under the expanded model and direction of new VP Simon Cox, the TMi team will evaluate clients to see if their products can be placed in similar campaigns across the EMEA region, allowing for incremental revenues that can augment local ones. In opting for pan-regional deals, clients will gain access to a range of markets via this one route. Cox will be working with Turner Broadcasting’s European ad sales teams to develop these new revenue streams stemming from traditional ad sales, digital, programming, licensing, retail and creative areas.
Cox says TMi’s ad campaigns that take marketing beyond the 30-second TV spot are proving to be at least 15% more effective in sales terms than campaigns from other media owners which have run spots alone. He attributes the numbers to the company’s creative work built on consumer insight and deep client relationships. ‘We’re applying these principles in these regions to pan-European clients where it suits those clients to do it. If we can create that 15% margin and we all share in that incremental revenue, then everybody’s happy.’
In achieving this feat, Cox is leading a sales/creative team of 15 people in London as well as 25 employees scattered across local Euro markets. The group will build on the investments TMi has made in growing new business areas, including L&M, digital, consumer research, and non-linear/non-traditional distribution of branded channels. The global nature of Turner is bound to give the new division its edge. But Cox admits that TMi still needs to understand consumers in each individual market, and that will inevitably dictate the direction of different campaigns and promotions.