Strategy and creative delivery for all on and off line communications
The Spectator, part of The Telegraph Group, needed to turn this iconic weekly news/current affairs magazine into a robust consumer brand against a background of declining magazine readership and increased internet usership. The brand strongly needed to attract new readers without alienating its existing loyal readers.
- Undertook competitive brand marketing and creative strategy creating the ‘Champagne for the Brain’ campaign
- Integrated communications campaigns for almost 5 years for consumer, trade, events, subs & newsstand, working through 3 publishers and 2 editors
- Achieved high impact scores and spontaneous awareness with a significant image shift and increased propensity to buy