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Mail Advertising shifts focus

Mail Advertising has this week announced three new initiatives.

Firstly, the classified and display advertising sales teams are to be merged under Rosemary Gorman, the Group Advertising Director. This move, which will be in place from January 2015 constitutes another development in Mail Advertising’s continued commitment to deliver a sales experience which is better designed to meet the needs of its advertisers and agencies, says the Mail.

The second part of the restructuring is the development of a new travel category vertical team which will be created to bring together all aspects of the Mail’s extensive travel offering in a simpler, one-stop-shop for advertisers. This will include display and classified advertising sales, but will also encompass editorial liaison, e-commerce and promotions across MyMail, Mail Newspapers’ loyalty and rewards scheme.

The travel team will focus on delivering 360 degree solutions for the travel industry and will build on the commercial success which the title already enjoys within the sector. The Mail is currently recruiting for a Head of Travel to lead the team and Andrew Say, the former Sales Director of Mail Classified, will fill the role in the interim.

Lastly, new roles are being created within the agency trading team which will reflect the requirements of agency planners and drive better understanding of the Mail’s insights and communications planning expertise within agency planning teams. These new roles will allow the Mail Advertising planning team to develop a sharper focus on clients’ communication objectives and capitalise on opportunities to respond to briefs at a strategic communications level, says the company.

In addition, the changes will help to deliver the great insights which are developed within Mail Advertising and allow them to become embedded into the planning process.

Rosemary Gorman, Advertising Director, Mail Advertising, said: “This is an enormously exciting time for everyone in our team here at Mail Advertising. These changes, together with new hirings across the agency planning and travel teams, will allow us to build on our past successes and facilitate closer and more effective partnerships, as well as providing a one-stop shop for the travel industry. At its core, we will be able to offer a personal and bespoke service in response to every brief, and will be able to ensure that insight is embedded into our planning process to drive ever more effective campaigns which perfectly address our clients’ communications objectives.”