Agency wins tender to handle all Communicorp ad sales
The tender to handle advertising sales across all of Communicorp's Irish radio stations has been won by the Media Central agency, which will now take on responsibility for Today FM and Newstalk in addition to the group's music stations.
Under a wide-ranging restructuring plan announced to staff in April, the two sales teams that serve the Communicorp stable of stations each tendered for the combined role. Up to now, in-house team Communicorp One has been responsible for ad sales for Today FM and Newstalk while Media Central sells ads for Communicorp's 98FM, Spin and other music brands as well as for non-Communicorp stations.
All of around 20 staff at Communicorp One will join Media Central and the plan is for the combined teams to relocate into one building. Staff at the stations were told yesterday that the goal is to commence trading for all stations under Media Central from August 1.
According to an internal memo, Communicorp also plans to develop what CEO Adrian Serle called a "creative partnership team" to develop the commercial value of the group's audience reach.
"The scale and depth of this engagement is significant and compelling. Our stations and their presenters enjoy a privileged and enviable relationship of trust and loyalty with their audiences," he wrote.
"The opportunity is for us to create relevant and meaningful creative solutions for customers that help penetrate the relationship between our stations and our customers, in order that they too can leverage value from the relationship we have with our audiences. The power of being able to do this across multiple stations and platforms significantly enhances campaign effectiveness," he said.