Immedia, the in-store radio station provider, has appointed Unique Media Sales to handle its advertising as part of the company’s expansion.
The deal coincides with an announcement that Nestlé Rowntree has signed up as the exclusive confectionery advertiser on Immedia’s Impulse Live station, which is broadcast in convenience stores including Spar, Texaco and Londis. Immedia claims the station reaches 20 million shoppers a week.
Immedia’s existing sales team, headed by sales and marketing director Sara Haynes, is to be incorporated into the sales team at Unique Media. The decision to appoint a sales house is part of an effort to increase advertising on its existing radio station but also to support station launches that are planned for this year.
Immedia chief executive Bruno Brookes, the former Radio 1 DJ, says that it was time to expand its sales department because media agencies and clients are starting to understand the in-store radio proposition and demand is increasing. The group also works with Lloydspharmacy and Dixons.
The deal with Nestlé, which runs for a year, is the first exclusive contract Immedia has signed with an advertiser. The deal covers all chocolate and mint products, which means that former advertiser Wrigley will no longer be able to use Impulse Live. Nestlé is currently using the station to promote its KitKash competition (MW November 11,2004).
Last November, Immedia floated on the Alternative Investment Market in order to raise &£5m to support its expansion plan.