TORONTO – Astral Media says its new national radio sales division will “deliver ideas – not just air.” The company’s re-launch of IMS Radio as Astral Media Radio Sales aims to present clients with “focused, integrated solutions beyond traditional airtime campaigns.” With more “imagination and more innovation,” the group intends to change the approach to selling national radio in Canada.
“We are committed to working with clients to solve their business needs. We’re setting the bar high and finding new ways to utilize the products and services we offer,” says Lesley Conway-Kelley, executive vice-president and general manager of the new sales division.
The launch of Astral Media Radio Sales has resulted in a significant restructuring of the division. Account representatives now service a national customer base, research and marketing becomes a key player, and a new creative services division has been created.
The creative services division within Astral Media Radio Sales under the direction of Murray Christenson, vice-president creative services, will include the media creativity department under the supervision of Melissa Morris, director of national promotions and media creativity. With enhanced focus on creativity and integrated brand and marketing solutions – Astral Media Radio Sales will look to “marry clients’ objectives with station initiatives at every possible occasion, utilizing a range of Astral Media Radio assets including on-air and online radio content, national promotions, and special events and targeted programming.”
“We’re excited about pioneering this new kind of relationship with our clients and listeners” says Christenson. “With creative, meaningful and strategic concept development for our clients and partners –we’re now able to build brand awareness for them with a comprehensive approach to their needs. It’s a unique and revolutionary way to exceed their objectives and expectations.”
In an effort to become more creative, service driven and performance-oriented with a focus on the “one client – one representative” philosophy, Lesley Conway-Kelley has appointed Joan Kaminski to vice-president national sales. Kaminski’s sales team will each grow their agency relationships to a national level by servicing their clients coast to coast, rather than through regional planning and split territories.
Radio Station-specific business analytics will be the priorities of both Dean Rutherford and Robert Montanaro. Rutherford has been named director of national sales, manager Toronto and Western Canada, while Montanaro takes on the role of sales manager Eastern Canada.
“Dean and Robert’s focus will be on proactively servicing our station partners” says Kaminski. ”We’re proud to have such a smart and passionate group of account representatives, who are really looking forward to the transition to a ‘one rep-one client’ relationship.”
Research and marketing plays a key role in the new Astral Media Radio Sales. Under the supervision of Alicia Olson-Keating, general manager research and marketing services Astral Media Radio G.P., clients can expect the delivery of targeted and pertinent information to guide them through their planning decisions.
“Astral Media has been a huge supporter of industry and proprietary research” says Olson-Keating. “We have a resource-rich department with a focus on consumers, and the media’s ability to deliver those consumers. We take pride in being an indispensable resource to our partners and are rewarded when we see measurable results for them.”
