Emap To Boost Wireless Up-Take Across Media Portfolio

Emap is to increase the take-up of SMS services across its entire media portfolio with the creation of a new role of mobile business director.

Former business director of youth, Gillian Kennedy, has been appointed to the role, which will involve working across Emap’s radio, magazine, TV, online and mobile data-bases to create bespoke interactive cross-media and standalone packages for clients. She will report directly to Emap Advertising’s director of cross-media solutions, Jane Kesley.

Commenting on the new role, Kesley said: “Gillian’s appointment reflects Emap’s commitment to provide fully-rounded marketing solutions for advertisers. The unique characteristics of mobile messaging together with the phenomenal response rates that these campaigns have generated, make it an important interactive component in our cross-media offering.”

In a further boost to Emap’s mobile messaging initiative, Rimmel has renewed its sponsorship of the J17 and Bliss youth text clubs. The deal, brokered by Dan Sinfield at OMD, will run for five months from September and will involve regular monthly transmissions to Emap’s SMS data bases.

The text messages will reflect the language of J17 and Bliss and will include bespoke messages from Rimmel, giving text club members beauty tips and information on competitions.

Gillian Anderson said: “With the renewal of the sponsorship, we are able to build on the relationship Rimmel have with their teenage audience. The forthcoming activity breaks new ground in terms of interactivity but is presented within the umbrella of these trusted magazine brands. Emap’s knowledge of the mobile market has allowed us to create an exciting package that will bring real benefits to our audience and to Rimmel.”

Text messaging is becoming an increasingly popular option for publishers looking to generate additional revenue. Last week I Feel Good’s adult titles Viz and Bizarre became the latest in a line of magazines to offer readers an interactive text messaging service (see Viz and Bizarre To Drive Revenue With SMS Launch).

Emap: 01733 568 900 www.emap.co.uk

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