Bigger, faster, fresher – how Guinness World Records is adapting to a born-digital generation

Jo Bowman

What used to be a reference book for settling a pub argument is now a multimedia brand with strong appeal among children, who are engaged not just by the annual print publication but also a by slew of online content.

“It’s that mix between the fun and the surprising and the educational that we try to balance and that seems to work well for us” – Nicholas Brookes, Head of Marketing at Guinness World Records.

For generations, Christmas was a time for turkey and sprouts, bad cracker jokes, and for kids to receive the latest edition of the Guinness World Records book. The annual has been published for 65 years and has long been the go-to reference for confirmation of all things extremely tall, small, fast, loud and quirky.

Nicholas Brookes, Head of Marketing at Guinness World Records, told...

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