SevenOne Media Forms Subsidiary for Integrated Cross-Media Services / SevenOne AdFactory to Offer Concepts for All Aspects of TV, Online, Mobile and Licenses
Malte Hildebrandt and Sabine Eckhardt as managing directors
Munich, June 9, 2009. As the advertising industry shows a constantly growing demand for cross-media and integrated advertising services, networked communication concepts are going
to become more and more important. SevenOne Media, the ProSiebenSat.1 Group’s marketing subsidiary, is responding to its customers’ changing needs by pooling its forces. Following the merger of the two marketing organizations SevenOne Media (TV) and SevenOne Interactive (online), to be officially completed this month, the sales company is taking another step ahead:
as of July 1, it will be founding a separate subsidiary to deal exclusively in integrated, creative
cross-media services involving all aspects of TV, online and mobile advertising, and licenses.
The new company will be named “SevenOne AdFactory.”
SevenOne AdFactory: Integrated communication from a single source
Essentially, SevenOne AdFactory will offer complete 360-degree communication concepts from
a single source –custom-tailored to each advertiser’s needs. The portfolio of services includes brainstorming, preparing a customized concept, individualized consulting, producing special
forms of TV and online advertising (in-house production), implementing integrated campaigns,
and the associated market research.
SevenOne AdFactory will pool one unit each from SevenOne Media and MM MerchandisingMedia, the ProSiebenSat.1 Group’s licensing company –it will combine SevenOne Media’s former “Brand Care” cross-media unit with MM’s unit that has been responsible for license sales and marketing
in the B2B segment. The new company will have 45 employees.
SevenOne AdFactory’s management will be chaired by Malte Hildebrandt, 42, formerly
Senior Vice President Marketing of the ProSiebenSat.1 Group’s German-language stations.
He will be ably assisted by managing director Sabine Eckhardt, 37, formerly managing director
of MM MerchandisingMedia. MM will continue its operations, concentrating even more intently on value added in licenses and on the exploitation of entertainment and merchandising products in
the B2C segment. Its managing director will be Hans Fink, 41.
13 platforms for 360-degree communication
Integrating MM’s licensing sales into SevenOne AdFactory means that advertisers will also be
able to go to a single contact to license such program brands as “Germany’s next Topmodel,” “Stromberg,” “Popstars” and “Desperate Housewives,” the lifestyle brand WE LOVE, and station brands, and use them in their networked campaigns. As before, integrated advertising can
also include such other building blocks as TV (including 28 special forms of TV advertising like sponsoring, splits, and cut-ins), game shows, online advertising, video on demand, mobile communications, podcasts, games, teletext, testimonials and events. And as before, there are
also extensive cooperative arrangements for print.
Said Klaus-Peter Schulz, Chief Sales & Marketing Officer of the ProSiebenSat.1 Group: “With SevenOne AdFactory, we view ourselves as a creative partner for clients and agencies – and very much as a part of the creative industry. We intend to be the media company that
positions itself as standing apart from others through its creative and unusual solutions.
Founding a dedicated subsidiary like this is a crucial step for us in that process –markets are converging. TV and online advertising are merging into ‘video’ advertising. Since that’s the case, more and
more of our clients want all-around brand handling in the form of integrated 360-degree communication. They want creative, custom-tailored solutions that go beyond standardized products like 20-second spots and online banners, to set themselves apart from competitors through their marketing.”
Integrated concepts: More than media mix and cross-media
In 2008, SevenOne Media already carried out 200 integrated campaigns, following 189 in 2007.
But it’s not just the number of networked advertising assignments that has been rising –
campaigns are also more extensively networked. In 2008 more than 20 percent of campaigns
used more than three media, and 6 percent used more than four. By integrated communication, SevenOne Media means advertising that combines all parts of a campaign under a single lead
idea. In addition, the various components of the campaign message have to be put across to
target audiences in ways that are suitable for the media employed. As they become more and
more involved, target audiences are to be actively channeled from one level of media to the next.
On Malte Hildebrandt’s successor as Senior Vice President Marketing of ProSiebenSat.1’s German-language stations: See today’s separate press release
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