Media & publishing

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Case Study • SABRE Awards, Gold, APAC, Consumer Marketing (New Product), 2018

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Kodansha: Cosplay Encyclopedia

Case Study • SABRE Awards, Gold, APAC, Marketing to Youth, 2018

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Consumer magazines: grounds for optimism

News • 20 August 2018

LONDON: The UK’s three leading consumer magazine publishers all saw total average circulations decline in the first half of 2018, but observers have suggested that there are grounds for optimism in the latest ABC data.

Agency 360i demonstrates the narrative potential of voice skills

Article • Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

What’s the proper context for pharma ads: Lifestyle or healthcare content?

Article • Marylyn Donahue, Event Reports, DTC National conference, April 2018

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Facebook dabbles with a print magazine

News • 25 June 2018

LONDON: Facebook has always maintained that it is not a publisher, yet that has not stopped the social media giant from quietly launching its own print magazine.

How Beano became the new social currency for a new generation

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand revitalisation, 2018

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

Heyne Hardcore: The Book Tape

Case Study • AME Awards, Bronze, 2018

Heyne Hardcore, a publishing company, launched The Book Tape campaign in Germany to increase consumer awareness for the book, Schottendisco.

Inter-Religious Council in Bosnia and Herzegovina: One Book for Peace

Case Study • SABRE Awards, Gold Sabre Award For Multicultural Marketing, EMEA, 2018

Inter-Religious Council in Bosnia and Herzegovina, a non-governmental organization, launched the One Book for Peace campaign in the Balkans to draw on the similarities between messages in the Bible and the Quran.

Brands can tap Latino fans during FIFA World Cup

News • 16 May 2018

SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.

NME: The death of a British institution or a smart move for the future?

Opinion • Shaun Austin, April 2018

The end of the NME print product would imply that the iconic music paper was in terminal decline, but Shaun Austin of Future Thinking disagrees.

VICE targets India

News • 25 April 2018

MUMBAI: VICE, the youth media brand, has officially launched its operation in India, in partnership with The Times of India Group, as it targets what will be the youngest country in the world in a couple of years’ time.

Meredith rethinks ad sales at Time Inc

News • 28 March 2018

NEW YORK: Meredith, the media business, is unpicking the ad sales structure at Time Inc, the publisher whose acquisition it completed in January this year.

What publishers need to know about GDPR

News • 14 March 2018

GLOBAL: Publishers are on the front line for GDPR compliance and have a unique opportunity to deliver transparency and boost consumer trust while also addressing issues such as ad blocking, an industry figure maintains.

How publishers can get ready for GDPR

Article • Adrian Newby, WARC Best Practice, March 2018

Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

The New Yorker aims to double its circulation

News • 12 March 2018

NEW YORK: The New Yorker, the highbrow US cultural magazine, is in the fortunate position of generating two-thirds (65%) of its income from subscribers, but it wants to go further by almost doubling its paid circulation to two million by 2023.

How the role of the publisher is changing

Opinion • Jonathan Carter, February 2018

In the face of less and less valuable online ads that struggle to deliver value to both brands and publishers, is it time to rethink the church-state divide? Asks Jonathan Carter of Acxiom.

Salon offers crypto-mining option instead of ads

News • 14 February 2018

NEW YORK: One of the first online-only magazines, Salon, has unveiled a new feature on its site that will allow the publisher to find revenue even when a user has an ad blocker: by giving them the option to donate unused computing power “to ...

Bloomberg joins list of western publishers on Line Messenger

News • 24 January 2018

NEW YORK: Bloomberg, the financially focused news service, has announced its availability on Line Messenger, a Japanese app, joining an impressive list of western publishers on the platform.

How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics

Research Paper • Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

The Economist: Real insight, real news, real trust - a real growth story

Research Paper • MRS Awards, Finalist, Applications of Research, 2017

The Economist, a British magazine-style newspaper, created a cultural research programme using a longitudinal, multi-method approach, to gain an insight into peoples' perceptions during a trust crisis.

The Economist: British Election

Case Study • Direct Marketing Association - UK, Gold, 2017

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Gut edizioni: History rewritten

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Smemoranda, the Italian school diary brand, increased awareness and halted its decline in market share by adapting its branding to the digital age.

MAIRDUMONT GmbH & Co. KG: Marco Polo Relaunch Campaign

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

Eye catching POS displays and a new slogan helped MARCO POLO, the travel guide brand, relaunch its entire series in Germany.

Change the story

Opinion • Gareth Kay, November 2017

The ad industry likes to think of itself as great storytellers, but so often fails to look at the form those stories take.

BuzzFeed seeks to identify consumers challenged by “adulting”

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.
Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Rogue One: Everything but Rogue with Data

Case Study • Jack McLaren, Dan Radford, WARC Media Awards, Gold, Best Use of Data, 2017

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.
Mixing data and creativity at Netflix

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.
The Economist: Raising Eyebrows and Subscriptions

Case Study • Darren Burnett, Institute of Practitioners in Advertising, Gold, The Channon Prize for Best New Learning, IPA Effectiveness Awards, 2016

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.