Media & publishing

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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.

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.

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.

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.

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 ...

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.

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: 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.

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.

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.

Aussie magazine publishers need to speak up

News • 13 November 2017

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

Content marketing: education before measurement

Article • Brooke Hemphill, Event Reports, Mumbrella Publish, October 2017

When it comes to content marketing for print publishers, educating salespeople and client relations staff to understand how the medium works is vital to build trust.

The problem with magazines

Article • Brooke Hemphill, Event Reports, Mumbrella Publish, October 2017

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

The Economist aims to expand in Australia

News • 23 October 2017

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

The Beano feels the digital heat

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2017

The Beano, a beloved children's comic with an 80-year heritage is changing with the digital age, uncovering insights from the youngest generation.

Technology drives change for TV, print and radio

Article • Brooke Hemphill, Event Reports, Inform News Media Summit, September 2017

This article looks at the impact that rapidly advancing technology is having on every player in the Australian and New Zealand media business, from print to TV to digital.

Context is key to improving campaign effectiveness

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

Despite technology enabling campaigns to be more tightly targeted than ever, campaign effectiveness is falling and people don’t seem to be as enamoured with advertising as they used to be.
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.
BT Sport: #GoalsRecreated

Case Study • Ed Cracknell, WARC Awards, Gold, Effective Social Strategy, 2017

This case study shows how BT Sports, a sports broadcaster, successfully kicked off its summer programming in the UK with a campaign that recreated famous football moments and asked fans to submit their own.
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.