Emap To Sign Major Cross-Media Deal

Emap is reportedly on the verge of signing its largest ever advertising deal. A cross-media account with haircare giant Wella is said to be worth an estimated £2m.

The Wella Shockwaves brand is said to be sponsoring Emap’s music coverage across its TV, print and radio outlets. It will run on three radio shows on Kiss 100 and on Big City Network stations, across Kiss TV, The Box and club nights at Emap’s Peach venues as well as in FHM, Heat and More! magazines.

The group, whose interests span most major media, has been a major pioneer of cross-media deals and has been shifting its organisation to concentrate on brands and core markets rather than individual titles in recent years (see Feature: Publishers Move Towards “Media-Neutral” Brands). The policy appeared to have paid off with recent high-profile account wins (see Cross-Media Ads Push Revenues At Emap).

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