Why you may soon be seeing even more agencies launching their own printed magazines.
Want to understand the latest trends in marketing? Look no further than the agencies working on the cutting edge. Their own work reflects the latest technologies and strategies, and this latest practice is no exception. Judging by what some leading agencies are doing, we very well may be seeing more agencies launching their own print magazines, says Katie Richards in AdWeek.
“In late September, J. Walter Thompson’s innovation think tank, JWT Intelligence, took some of its proprietary data on the habits of millennial and Gen Z women and decided that rather than publishing another study bogged down by numbers and graphs, it would present the information in a way that more brands and consumers could actually understand—in a women’s print magazine,” Richards explains.
Lucie Greene, worldwide director of the Innovation Group at JWT, explains their rationale.
“So often when you’re presenting trends, it can seem somewhat intangible and quite often brands will come to us and say, ‘What should I do with this data?'” Greene notes.
To answer that, Greene’s team published the magazine Glass, “mainly to present current and potential clients with digestible stories—from the benefits of co-working spaces to the evolving luxury landscape—that theoretically will help brands and the agency create more effective marketing campaigns,” Richards notes.
They’re note alone: agencies Huge and R/GA have both launched print titles to highlight their own work and tell real tangible stories that translate into actionable strategies for clients.
“The publications not only keep current staff up-to-date on important trends that will help inform their creative, but reach outside the agency as well,” Richards notes.
For Daniel Deiz, CMO of R/GA and editor-in-chief of their Future Vision title, the publication serves a dual role.
“It became something clients began to ask for more and more. Eventually we started getting requests to do custom research, publications and briefings for our clients,” Deiz reports. He notes another benefit: the magazine has served as a recruiting tool, attracting journalists and others looking for ways to be involved.
Brand publishing continues to gain momentum among forward-thinking companies; it’s a viable way to dominate your niche and set your brand apart in a tangible and useful way. We love these agency publications and hope they’ll continue to inspire brands to embrace the idea of brand journalism.