Media: Double Standards - 'I get excited about Nationwide's TV advertising'.(EMAP Advertising)(Interview)

Ad sales directors talk career advice, cross-selling and media solutions but refuse to divulge the identities of their best salespeople.

MARCUS RICH - MANAGING DIRECTOR, EMAP ADVERTISING

- What are the benefits of cross-selling?

Cross-selling achieves powerful results for advertisers. The fact that consumers engage with a media brand on different platforms deepens their relationship with that brand, which is something that advertisers can take advantage of. We also have evidence that shows how this has worked in practice for advertisers.

- Is the cross-sell easy or would advertisers prefer to go into one type of media?

The answer depends on what the advertiser is trying to achieve. A single-platform solution may be most appropriate for one brief, and multiplatform for another. The key, we believe, is not to pre-judge but to listen, understand and deliver the right solution.

- Do cross-sell campaigns deliver maximum audience penetration?