Northern & Shell has unveiled plans to include Channel 5 as part of an integrated sales proposition including its newspaper, magazines and online services.

The media company is unveiling the Northern & Shell Partnership to media agencies today, under the tagline ‘mass bespoke integration’, as it looks to sell advertising deals across the TV channel and print titles including the Daily Express and OK! magazine.

The integrated approach is being led by commercial director Nick Bampton who said it would also introduce media agencies to working with C5 in more innovative ways, including funding programming.

“There’s an opportunity to try to make shows in a different way in terms of funding. Our ambition is to look at new ways in which we can work. We feel like we’re ahead of the curve and want to help our advertisers get there too.”  

Bampton added it was vital for Northern & Shell to draw on its portfolio of titles to sell more effectively.

“We’re lifting our brands from silos into a 360 degree proposition which will create a high value for all. We would be missing a trick if we weren’t utilising our assets better,” he said.