When you’re one of the UK’s largest regional news publishers, small inefficiencies can add up to big challenges. For Newsquest, the solution came in the form of AI. By integrating Mediaferry’s SmartDesign platform into its sales operation, the Gannett-owned publisher transformed how its teams create, pitch, and deliver ad campaigns — saving time, improving results, and future-proofing its business.
Newsquest’s sales teams were already delivering strong performance across its portfolio of more than 120 local titles. But internally, leaders saw a clear opportunity: reduce creative turnaround times and empower reps to take more control of campaign execution.
That opportunity became a reality with the adoption of Mediaferry’s SmartDesign AI — a platform that turns basic inputs like URLs and brand names into polished, on-brand display ads within minutes. “We liked the brand memory approach,” said Alison Headley, Publishing Director at Newsquest. “It meant salespeople could get better results faster, with a high degree of ‘right first time.’”
Previously, ad creative could take 24–48 hours to turn around, often delaying sales conversations or slowing the booking-to-live process. With SmartDesign AI, creative generation is now nearly instant — shrinking ad production windows from days to minutes.
The move to Mediaferry’s SmartDesign platform was a natural extension of Newsquest’s existing partnership with EKCS, Mediaferry’s parent company, which already powered trafficking for the business.
The integration was seamless: SmartDesign connected to the company’s CRM and order-management systems, allowing artwork requests to flow directly into production without added manual steps. Sales reps could generate creatives on their own or work with minimal input from designers — reducing back-and-forth and freeing up time to sell. “It seemed too good to be true,” said Katie Bradshaw, Newsquest’s Training Manager. “But it actually is that good. A few words and an image can create an amazing ad in minutes.”
To ensure success, Newsquest structured the rollout around remote training sessions, e-learning modules, quick-reference guides, and a network of “super users” embedded in every region.
Initial skepticism quickly gave way to enthusiasm as teams saw the real-world benefits of the tool — including newer hires, who could now pitch and sell confidently without requiring prior design experience. “Mediaferry gives new team members the tools to create and sell ads confidently, from day one,” said Bradshaw.
The impact of the rollout has been immediate and measurable — and most importantly, scalable:
Turnaround times slashed from up to 48 hours down to as little as 15 minutes.
Same-day campaign booking and activation became the new norm.
Sales conversations became more dynamic, with reps showing clients real-time mockups instead of theoretical ideas.
New reps became productive faster, thanks to AI-generated visuals that don’t require traditional design skills.
“The message from our CEO was clear: "We need to embrace AI in every aspect of our business,” said said. “And SmartDesign AI helps our sales teams be more productive and serve customers better.”
In a rapidly evolving advertising environment, Newsquest’s integration of SmartDesign AI isn’t just about improving workflows — it’s a strategic investment in scalability, speed, and advertiser satisfaction.
By removing creative bottlenecks and empowering sellers to act faster, the company has positioned itself to compete in a media economy where turnaround time and campaign agility are increasingly non-negotiable.
With a proven AI partner in place, Newsquest has not only streamlined its creative processes — it’s set a new benchmark for what modern, responsive media sales should look like.
Learn more at: Mediaferry.com
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