It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Multi Channel Network (MCN) is claiming its new national sales and team approach is the first to align free-to-air, subscription and digital television into one offering.
The group confirmed its new structure this week following last month’s news that MCN will take on all advertising trading across Network Ten’s television, on-demand and digital properties from 1 September.
The deal between Network 10 and Foxtel sees Foxtel acquire a 15 per cent stake in Network 10, Network 10 gain a 24.99 per cent stake in MCN, and MCN take control of all advertising trading across Network 10’s 15 free-to-air channels and on-demand service, tenplay.
MCN’s now expanded sales team remains under the leadership of chief sales and marketing officer, Mark Frain. He is being supported by national digital sales director, Nick Young; national sports sales director, Martin Medcraf; Sydney sales director, Shae Bonney; Melbourne sales director, Ben Sumpter; and Brisbane sales director, Kevin Hearn.
MCN will also establish a South Australia office under the leadership of Adelaide sales director, Cameron Mudge, and a Western Australia office, headed by Perth sales director, Paul Townsend. Both are joining MCN from Network Ten and.
Other Network Ten staffers joiner Frain’s team are national head of director sales, Daniel Lavell; Sydney sales manager for sports and entertainment, Ian Smith; and national trading manager, Grant Madigan.
MCN CEO, Anthony Fitzgerald, said the new structure is the first to align the three worlds of television – free-to-air, subscription and digital video - in a cohesive national presence.
“This is a sales structure for the times, and one which reflects the evolution of the television and digital advertising model in Australia with a focus on targeted premium video content and accountable, real-time trading across any screen,” he said in a statement.
Ten Network executive chairman and CEO, Hamish McLennan, added that the combined sales operation would provide advertisers with new and innovative ways to reach consumers across all video content distribution platforms.
“By joining forces with MCN, Ten Network will gain new efficiencies and improved data capability and will be able to provide broader integration opportunities for advertisers,” he said. “We will also be able to further leverage our growing audience with enhanced scale and a broader, more targeted and efficient offering.”
According to Frain, the restructure will allow advertisers to find and buy audiences across any screen in one place.
“Audiences engage with the very best content, no matter what screen they’re watching. We believe the role of our sales team is to connect brands to these passionate viewers in the most seamless way possible,” he continued. “Aided by our significant new investment in trading and data technology, we believe we are in a great position to offer the best premium content and most accountable and efficient trading platforms for our advertising partners.”
In total, 120 Network Ten staff are transitioning to MCN in roles across the business, swelling MCN’s total staff ranks to 450 nationally.
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