Condé Nast is one of the world’s venerable publishers, more than 100 years old with a shelf-full of iconic lifestyle and luxury magazine brands, such as Vogue, GQ, Wired, Traveller, to name just a few of the 30 in its portfolio.

As director of strategy and research for Condé Nast International (which covers 31 markets outside the US), Estelle Ayer’s responsibilities include creating a unified and strategic vision for the group across all of those brands – not a straightforward task in a highly disrupted sector, where technology has changed all the old considerations around content.

From a situation where channels and distribution were mostly local, the landscape is now fragmented with consumers using multiple media and coming from multiple places. “If I take it to the extreme, each individual can be a media channel, and have global reach through global platforms very rapidly,” she pointed out.

“We need to manage our business really differently,” she told The Digital Transformation Conference (London, May 2019). “Our products and services need to evolve in this new ecosystem.” And the same thinking applies to Condé Nast’s clients which have a plethora of channels to reach their consumers, including going direct.