AusCelebs Forums

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Sally Williams, long-time face of the rival Brand Power ads, has been hired to front the food and home categories.

Seven enters advertorial market

The Seven Media Group is to take on the major players of the ‘advertorial’ market with the launch of its Infocus brand.

The roll out of Infocus, handled by Seven’s SMG Red division, will see the media company directly take on established infomercial providers, including Buchanan Group, which operates Brand Power and Zoot Review, and Now Screen, which owns the What’s New series.

Infocus ads will air under six separate categories, covering the health, technology, automotive, environment, food and home sectors. Sally Williams, long-time face of the rival Brand Power ads, has been hired to front the food and home categories.

Advertisers will be able to buy spots under the Infocus brand across Seven’s TV, Yahoo!7 and Pacific Magazine platforms, in return for a minimum investment level of 60% of total media spend planned. More than 20 shopping centres in Australia will also be covered by campaigns, via Seven’s link-up with Demoplus sites where people can interact with the product.

Seven said that the introduction of Infocus will help brands attain cost-effective campaigns across platforms, claiming that the new division was “unlike any other currently in the marketplace”. Advertisers will be able to run brand campaigns alongside the Infocus spots, with Seven handling the latter’s production in-house. Seven said the development will help reduce advertising “clutter”, with just one advertiser in a category for each month.

As well as Williams, presenters on the respective Infocus ads will include ‘Gladiators’ host Tom Williams and V8 Supercar commentator Neil Crompton. Infocus campaigns are set to roll out from 1 June, with booths available to consumers via Demoplus from September.

Hooray! Buchanan were dumb to replace her.

Good news , Mr Flippy

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