Y&R use style and glamour to reinvigorate the role of mags for Magazine Publishers Association
Using stylish and glamorous talent and photography juxtaposed with everyday items, the campaign shows how magazines can add valuable attributes to the brands that utilise them.
“Magazines have many unique strengths as a media, particularly in their ability to increase brand equity” says MPA marketing manager, Kath Hurley. “Attributes such as Style, Glamour and Prestige are often associated with magazines, and supported by Y&R’s Brand Asset Valuator research we’ve shown that these attributes contribute strongly to advertisers’ brand success”.
Magazines generally are known for having high production qualities, tactile appeal, and a high degree of value, trust and loyalty that consumers show toward magazine content, including ads. Advertisers gain credibility by being associated with a trusted magazine masthead brand, and benefit from magazines’ aspirational environment.
Research undertaken by Y&R identified advertiser uncertainty around measuring return on investment from printed magazines. This undermined the inclusion of magazines in integrated media schedules.
A key aspect of the campaign is that the MPA is not advocating exclusive use of printed magazines, but rather the adding of magazines to enhance advertisers’ media mix. The campaign maintains that magazines give advertisers high quality attributes that can successfully differentiate their brand. The work is appearing in both trade and consumer magazines of MPA members.
Credits:
Creative Director – Jason Wells
Planner – Janisa Parag
Copywriter – Claire Stapleton
Art – Marc Checuti & Jeff Harris
Photography – Meek
Retouching – Geoff Francis
1 Comment
nice angle, good work