Nickelodeon Reorg to Aid Ads

In a bid to streamline its customization efforts, Nickelodeon is merging its ad sales and integrated marketing units, forming a new alloy dubbed the Ad Sales and Marketing Solutions group.

Effective today, the ASMS team will serve as the clients’ primary point of contact at Nickelodeon. Over the next few weeks, Jim Perry, evp, 360 brand sales, Nickelodeon/MTVN Kids and Family Group, will delineate the new structure for the network’s media agency partners and sponsors.

The decision to merge the sales and marketing teams is a function of clients’ escalating demand for custom creative and engaging customer experiences. “Off-the-shelf advertising is just not as impactful as it once was,” Perry said. “Our partners are looking for more targeted opportunities than ever before, and integrated marketing is an essential factor in that evolution.” Perry said pooling the two groups did not create any redundancies on either end.

Nickelodeon has been laying the groundwork for the ASMS unit for the better part of a year, and some early efforts have already come to fruition. This summer, the network collaborated with Volkswagen on a custom execution for the 2010 Routan minivan, rolling out a 30-second spot featuring Dora the Explorer and her monkey chum, Boots.

The newly configured ASMS team worked directly with VW and its creative agency (Deutsch’s Los Angeles office) on an ad highlighting the vehicle’s storage capacity and rear-seat entertainment system. The spot also coincided with Dora’s 10th anniversary celebration. Nick in 2009 amassed $834 million in ad sales revenue, per Kantar Media.