Trinity Mirror has ap­pointed Buckinghamshire-based Wave2 to help upgrade advertisement production across its entire regional division, in a deal which Wave2’s national sales manager Rob Parsons described as “significant”.

Roll-out across Trinity Mirror Regionals’ six divisions kicked off last month when its Cardiff office
went live with the Apollo software. The publisher expects to be able to offer extended deadlines to key customer accounts through its use of the content management tool.

Colin Davies, operations director for Trinity Mirror’s regional division, said: “As we grow the system, it will give us instant access to current and previous advertising.

“As we move forward, we aim to give our advertisers a number of different options when placing advertising with us, while giving them the fastest possible turnaround to benefit their own business.”

Meanwhile, Northcliffe has created its own sales tool, the ‘Bubble’, which is based on Apollo. Com­prising an electronic library of ad designs and a tool for amending the ads, the Bubble is designed to allow sales executives to present and customise digital visuals directly in front of the customer.

Parsons said the Bubble would allow combined packages of print and web-based ads to be sold while
significantly reducing the sales cycle.

Apollo is an automated creative system based on the Wave2 Publishing Platform (W2PP). It enables automated ad creation using an internal rules engine. The system works in association with Adobe InDesign Server.