Tim Weaver's MISSING: Turning an author into a story

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

Campaign details

Brand: Tim WeaverClient: Penguin Random HouseAgency: Kindred

Executive Summary

The UK publishes more books per inhabitant than any other country in the world, making cut-through a brutal challenge. Our task was to turn crime author Tim Weaver into a brand name: an author that readers would recognise, admire, and, most importantly, seek out.

Instead of following trends, we made one - and we did what authors do best: told a story.

MISSINGwas a podcast created and produced by Kindred and Penguin Random House, hosted Tim Weaver. It made Weaver into a 'name',...

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