MCN and Foxtel launch new integrated partnership model

• Martin Medcraf appointed to lead new Foxtel sales and brand partnerships team

Multi-Channel Network (MCN) and Foxtel have unveiled a new integrated sales and partnerships model for MCN, Foxtel Networks Australia (FNA) and Fox Sports.

Sitting within the MCN business, the new team will be focused on premium revenue opportunities and creating effective integrated campaigns for Australian advertisers.

In the last six months MCN has undergone a major transformation across the business, evolving the sales structure and brand proposition to a Foxtel first model. The new integrated partnerships team supercharges the strategy by amplifying the network’s assets to provide brands with a true Foxtel centric integration offering. It also ensures MCN continues to provide speed and agility on behalf of its agency and client partners.

The new, hybrid team, will be led by Martin Medcraf in the newly created role of Foxtel sales and brand partnerships director, and will incorporate three different functions:

• Foxtel Brand Sales, working side by side with MCN’s integrated TV and Digital salesforce, this function includes managing the sales teams at Foxtel and Fox Sports.
• FNA Brand Partnerships, responsible for developing and delivering premium partnership opportunities for FNA owned channels and websites, including content creation.
• Sport Brand Partnerships, responsible for developing and delivering premium partnership opportunities for Fox Sports channels and websites.

Each function will be led by heads of departments from within the MCN and Foxtel businesses. Medcraf, who has been national sports sales director for MCN for over 10 years, will continue to report to MCN chief executive Mark Frain.

Foxtel CEO Patrick Delany said: “Our new integrated partnership model is the latest example of how we continue to lead in the ad sales space and this role allows us to work smarter by encouraging even greater collaboration and co-ordination across our ad sales teams. It’s great to see an industry expert of Martin’s calibre take the helm of this exciting new program that will provide value to our advertising partners, while opening up new opportunities to drive commercial growth for Foxtel.”

MCN CEO Mark Frain said: “Over the last six months we have re-focused the business on two key traits that have always defined us: innovation and integration. This new team is the next step in this evolution and creates something truly unique in the market. By closely aligning sales and partnerships, we are creating new opportunities for advertisers to harness the power of the Foxtel platform. This new sales and partnerships model allows us to continue to lead the market by creating solutions that push the boundaries of what integrated campaigns can do for brands.”

Medcraf said: “I couldn’t be more honoured to lead the new combined Foxtel sales and brand partnerships team and begin building new, high value opportunities for the Foxtel business. This more effective structure means we can better share ideas, market experience and knowledge to develop stronger advertising solutions for our partners. With the ever-changing media landscape, it’s important we remain agile and responsive to our clients’ needs, so this team will be focused on ensuring a deep understanding of client, agency and Foxtel requirements that always deliver real business results.”

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