Sleeman is first off the mark, but others are close behind. According to CanWest, at least two other advertisers are gearing up to launch campaigns across its properties, one this summer and another in the fall. At rival Bell Globemedia , whose holdings include The Globe and Mail, CTV and Sympatico-Lycos, integrated advertising deals are also in the works. For competitive reasons, neither company would provide details. Most advertising agencies and marketers are interested in exploring this.
Simplicity is one of the key benefits of multiplatform buys, advocates say.
Customization is another plus. By accessing various CanWest properties, her team can design a media campaign that meets the client's needs across different platforms. Eventually, the client will receive a single invoice, further streamlining the process. Sleeman's Mr. Brennan didn't set out to be a convergence pioneer and, indeed, doesn't want to be seen that way. The brand advertising is running on radio and TV stations across Ontario, but the contest is restricted to CanWest properties.