Penguin: Cultural insights at Penguin Random House UK

Penguin Random House (PRH), a publishing company, launched a campaign in the UK to adapt its creative strategy to meet with the demands of audience-first publishing.

Summary

A traditionally slow-moving sector, publishing recently had to rethink its traditional way of working to retain millions of consumers used to personalised creative offers (e.g. video, music). The Covid-19 outbreak further accelerated the move toward reader-first publishing. When in March last year the kind of books readers took solace in shifted significantly and publishers couldn't rely on bookstores for discovery, the Insight team swiftly shifted its remit and reach to future-proof the business in and beyond 2020. We developed an innovative cultural insights programme, designed to provide timely insights around shifting trends as well as the online personalities and...

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