Tuesday 21 November 2017

Communicorp awards tender for all its advertising sales to Media Central

Media Central agency will now take on responsibility for Today fm and Newstalk Photo: Communicorp
Media Central agency will now take on responsibility for Today fm and Newstalk Photo: Communicorp
John Mulligan

John Mulligan

The tender to handle advertising sales across all of Communicorp’s Irish radio stations has been won by the Media Central agency, who'll 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 led by Gavin Deans, and the plan is for the combined teams to eventually relocate into one building.

Staff at the stations were told that the goal is to commence trading for all stations under Media Central from 1 August.

In an internal memo seen by Independent.ie, Communicorp also announced 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, which is consistently reflected in our audience numbers," he wrote in a memo sent to staff.

"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. We believe the power of being able to do this across multiple stations and multiple platforms significantly enhances campaign effectiveness," he said.

Communicorp said a search for a creative director, to lead this team is underway.

 In April Communicorp announced sweeping structural changes to staff, including the merging of senior roles and elimination of CEO posts at Newstalk, Spin and 98fm, as part of the same process.

The changes are the most wide-ranging since British media executive Adrian Serle took over as CEO of the overall Communicorp business in November last year.

A spokesman for Communicorp declined to comment.

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