Insiders' Guide - Emap2

Emap2 is a cross-media team that plans campaigns from start to finish, inspired by a mixture of dance music, some incriminating photos and a very large stick.

Number of people in your team

Eighty-four

Who does what?

There are too many people to mention individual names, but the principle behind Emap2 is to put ideas at the heart of what we do and then build a relevant media campaign around it. This includes a creative department, a strategy team, brand specialists, client category experts and a project management team. It's just like one harmonious Big Brother household.

Who is the biggest character, and why?

To quote The Wolf from Pulp Fiction: "Just because you are a character doesn't mean you have character." Of course every company has their Fast Show Colin, but it's the quiet ones you have to watch. Get one too many drinks inside Jonathan Turner or Brent Coulson and you had better nail down the furniture and keep all board members at arm's length.

What is your office atmosphere like?

Big, noisy and totally lacking in design. There's Q TV running, Kiss FM playing, dance CDs blaring out and charts of fish and fungi hanging from the walls - the influence of newly appointed head of strategy, Rob Tomalin. Then there's the daily appearance of art director Duncan Stafford, bombing around the office on his mini-bike.

What stands you apart from the rest of the industry?

Everyone in the industry is focusing on delivering stand-out and effective engaging media for clients. The creation of Emap2 was a consolidation of what we were already doing, rather than an indication of where we wanted to go. Drawing together these existing skills has created a unique, fully integrated marketing communications team, led by high-level strategic planners and creative directors. Industry recognition for Emap Sales in the Campaign, PPA and Media Week Awards is testimony to our success. Emap2 receives over 50 creative briefs a week - not many creative houses in the UK would have a fuller in-tray.

What does it take to get a job in your team?

Given the variety of disciplines, it's difficult to point to one specific thing. The key characteristic that defines team members is their ability to see the bigger picture - gone are the days of parochial selling. Team members need to be able to explain Emap's role in delivering brand strategy within a wider communications plan to our clients. That and being able to make it onto a plane back from a sales conference in Barcelona on time - something that proved too difficult for one or two team members.

How are staff encouraged to hit targets?

With a very large stick and if that doesn't work, incriminating photography.

Where do you all let your hair down?

People generally go to O'Neill's, the pub across the road. When the landlord actually appears in your conference video you know you've taken "habit-forming media consumption" too far.

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