Mediamark has launched an Events Division, to provide multimedia marketing solutions that address advertisers' goals across media channels.
Warren Bedil, previous commercial director of Jacaranda FM, has been appointed as business development director of Mediamark Events. Bedil says that the division plans to utilise the strengths of the respective brand properties to attract headline, sub and associate sponsors. “This will ensure longevity and profitability of events such as Jacaranda Day and the East Coast Radio Discovery Big Walk.”
“Part of the strategy is to utilise the strength of the Kagiso Broadcasting audience reach to acquire sponsorships,” explains Nick Grubb, managing director: Radio at Kagiso Broadcasting. “This division will be at the forefront of new business ideas and innovation by driving collaboration between companies within the Group.”
Elton Ollerhead, Mediamark’s managing director explains that adding the Events division to the company’s offering allows Mediamark to expand on solutions that can be presented to advertisers. “It allows advertisers the ability to buy multi-channel solutions from one provider whilst at the same time allowing Mediamark to develop new ways in which to monetise commercial radio station inventory and opportunities around their event aspirations.”
According to Bedil there are brands that have an appetite for eventing and Mediamark Events will identify these brands and offer them the opportunity to engage with the audience in a unique way. The Events division will streamline and standardise the process of monetising events, as well as make events richer for attendees as it aims to have a more diverse set of sponsors who may offer activations or product sampling. The division will further offer clients access into markets via multiple contact points including on-air, online and on-the-ground exposure.
To begin with, Mediamark Events will focus on Jacaranda FM and East Coast Radio as their respective event strategies are at an advanced stage. Once the division is well established, the other Mediamark stations will follow suit.