Agency: | Author: Rebecca Morgan |
How TIME Magazine stepped out of its world
INTRODUCTION
Rare is the opportunity to contribute to one of the world's most famous brands. So when TIME Magazine asked BBH to develop its first major advertising in Europe, we relished the challenge. This paper shows how creative planning helped us rise to that challenge and how planning was integral to the creation of TIME's advertising in two ways:
- By identifying a unique positioning for TIME
- By relating that positioning to the target in an original and powerful way....