In 2013, when Sanoma Lifestyle couldn’t find the right people to produce the kind of commercial content its clients were increasingly asking for, the company simply created its own training programme.
When Finnish advertisers started to show interest in commercial content and native advertising concepts, Sanoma was keen to meet their needs as effectively as possible. However, Sami Smolander, Vice President of Sanoma Lifestyle, insists that it’s important to keep commercial and editorial content separate and for editorial staff to remain independent. This called for a completely new way of serving clients’ growing needs for commercial content.
Sanoma Lifestyle scoured the labour market for people who could produce the required commercial content but discovered that such specific expertise didn’t exist. "So we created a unique, 12-month training programme for people with professional or educational backgrounds in either beauty or food and train them ourselves," Smolander offers. Beauty and food are very important domains in terms of both content portfolio and media sales. From 250 applicants nine were chosen to follow the training programme.
The programme was designed with two of Sanoma Lifestyle’s major B2B clients from the beauty and food sectors in mind. These were cosmetics giant L'Oreal, and Finland’s biggest dairy company, Valio. Their respective media agencies, OMD and Virta Helsinki, were also involved. During the first part of the programme candidates worked in the clients’ companies to learn all about their business, consumer behaviour and the latest trends. They then devised campaign plans for the companies’ B2B partners. Afterwards they spent several months training with Sanoma editorial staff, learning how to write appealing articles. They also teamed up with Sanoma Lifestyle’s commercial departments, learning about communication and how to create solutions for advertisers. After 12 months, Sanoma recruited four of the nine trainees, who now work at the Commercial Concept Development department at Sanoma Lifestyle.
Arthur Hoffman: speed, agility and quickly changing course when needed
It has been an important and eventful first year for Sanoma Digital. The newly formed business unit is part of a matrix organisation, together with Sanoma Media Netherlands and Sanoma Media Finland, which oversees the pure-play digital businesses and their development, spearheading the digital transformation of Sanoma. “The other roles for Sanoma Digital are to work closely with the country organisations on cross-media opportunities and in key areas such as mobile, video, and Big Data,” says CEO Arthur Hoffman. “Additionally, the Sanoma Lab and our venture arm are part of Sanoma Digital, and both of these are very important company-wide innovation initiatives.”
Harri-Pekka Kaukonen: "This is a great company, with a great heritage and a great future"
Three years into its transformation process, Sanoma has reinvented itself as a digitally savvy company. With the organisation’s structure, strategy and culture firmly defined, Sanoma is making confident strides towards organic growth in 2016. CEO Harri-Pekka Kaukonen explains why Sanoma’s credibility was restored in 2014 and why growth and culture will be the core themes of 2015.
Increased confidence and a renewed sense of purpose were the dominant sentiments across Sanoma in 2014. "We have our mojo back."
Increased confidence and a renewed sense of purpose were the dominant sentiments across Sanoma in 2014. Chief Human Resources Officer Jackie Cuthbert says that Sanoma will now continue to focus on culture and skills in 2015 in order to return to growth in 2016.
Kim Ignatius: back to organic growth in 2016
“We want to make the most of our resources and capital – which means we need to prioritise and choose those assets with the best strength and potential,” says Kim Ignatius, Chief Financial Officer at Sanoma.
Peter de Mönnink: better value propositions across all media
In 2014, Sanoma Media Netherlands rationalised its portfolio, launched 17 projects to increase top and bottom line growth, invested heavily in TV and integrated the Sanoma and SBS offerings more closely.
Pia Kalsta: taking the multi-channel perspective in everything we do
Sanoma Media Finland’s CEO Pia Kalsta is pleased to report significant digital developments for numerous brands. For television and radio, 2014 was also a good year. Print remains an important element in the portfolio.
John Martin: co-creating solutions together with teachers
Sanoma Learning had a successful year. It delivered organic growth and strong profitability, achieved high growth in digital sales and extended its international reach. CEO John Martin says Sanoma Learning is poised to transform K12 education with digital solutions that improve learning outcomes for pupils, support teachers and increase engagement.
Key figures financial report 2014
Key figures financial report 2014
Chairman of the Board Antti Herlin: signs of growth
“The employees of Sanoma have shown their determination and diligence during tough times on the market. They have restructured the company and refocused their portfolio. They have invested in people and technology. And they have made swift progress towards creating innovative multi-channel offerings.
Chief Technology Officer Mikael Nurmi: ready for the digital future
Sanoma’s technology organisation worked hard during 2014 to build the structures and capabilities necessary for taking the Group further into the digital future.
Vice President Strategy and PMO Leila Kaleva: committed to change
”Sanoma's employees are very committed to transformation. Thanks to this mindset we are moving forward fast,” says Leila Kaleva, who has been leading the implementation and follow-up of Sanoma’s strategic change programme and strategy process since January 2014.
Young Digital Planet ready to teach the world
With high-end products and deals in multiple continents, Young Digital Planet is taking mobile curricula global.
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Corporate Social Responsibility
Helsingin Sanomat, a mobile multimedia brand
In making the transition from a traditional newspaper to multimedia, and thus growing its digital media market share, Helsingin Sanomat is demonstrating that it can adapt and exploit the strength of its brand.
Fresh concepts strengthen Nelonen Media
In 2014 Nelonen Media successfully launched two new brands, a radio station called Loop and a TV channel called Hero. Both have added something unique.
New services at Sanoma recruitment
A strategy review in early 2014 convinced Mika Ruokonen, Director Recruitment Business Sanoma Digital Oikotie.fi, that it was time to make some changes.
Mun Treenari, lean is good!
A great example of Sanoma Lifestyle's successful application is a new app called ´Mun Treenari´. Developed by Sanoma Lifestyle’s health team, this app targets busy women who want to live a healthier lifestyle or change their living habits.
Kymppi adds up to success in Finland
A product of the Maths and Science department of Sanoma Pro in Finland, Kymppi has already proved its worth with schools’ lower grades and will now build on that success.