ACP launches I Love Magazines campaign
ACP has revealed details of its “I Love Magazines” marketing push which it describes as “the most extensive trade campaign in a decade promoting the strength, vibrancy and relevance of Australian magazines”.
The trade campaign, launching this Friday, features key advertisers and media agency players carrying their favourite ACP title and endorsing magazines’ place in the media mix.
They are:
- Peter Horgan (pictured right) – Managing Director, OMD Australia
- Mark Pejic – Chief Operating Officer, Mediacom
- John Sintras – Chief Executive Officer, Starcom
- Henry Tajer (pcitured below) – Executive Chairman, Mediabrands
- Karin Adcock – Managing Director, Pandora
- Ian Alwill – Director of Marketing Communications, Nestlé Australia
- Terry Little – Managing Director, Estée Lauder Companies, Australia
- Mark O’Keefe – General Manager, L’Oréal Australia
- Katie Page – Managing Director, Harvey Norman
Last week saw the return of ACP to industry body Magazine Publishers of Australia which also has an agenda to promote the medium.
There will also be Facebook, Twitter and LinkedIn elements to the I Love Magazines campaign as well as a dedicated website which is not yet live. Next month there will also be an I Love Magazines app.
The trade campaign will be followed by one in ACP titles aimed at consumers.
ACP Magazines boss Phil Scott said that the company would drastically increase its external marketing spend. He said: “I Love Magazines is just the latest initiative in our marketing strategy across the company, with further developments to come. In the 2011 financial year, ACP Magazines will double its media spend to approximately $20 million.
“I strongly believe there is a huge future for print as part of an integrated media world. As the largest magazine publisher in the country, ACP Magazines is leading the way with this innovative approach in marketing to both the trade and consumers.”
The campaign is the first offering from the newly created ACP Creative, an in-house offering headed by creative director Carolyn Innis “that will focus on brand extensions, progressing client briefs and devising options that deliver on advertisers’ needs across ACP’s diverse magazine and digital media.”
The campaign used photographers Chris Colls and David Mandelberg.
In conjunction with this campaign, ACP will publish details of neurological research into how people engage with magazines and how that translates to advertising effectiveness.
Scott claimed: “The results of our neurological study will change the way advertisers think about magazines as an advertising medium.”
The launch comes in a tumultuous week for ACP with the exit of commercial veteran Lynette Phillips and promotion of Louise Barrett to sales director.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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topics
ACP
Henry Tajer
Ian Alwill
John Sintras
Louise Barrett
Lynette Phillips
magazines
Mark Pejic
Marketing
Peter Horgan
Phil Scott
A website and app to promote magazine readership. What great irony.
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Hi Ken,
I’d argue that anyone who tries to argue that their medium is the only viable one would look foolish, regardless of what it is. Surely it’s more credible to use the available tools to promote your product than it is to pretend they don’t exist?
Cheers,
Tim – Mumbrella
Mate, I agree completely. I just wonder if organisations such as ACP would be better suited taking the approach of saying, “We’ve got great content that you can access in a variety of ways that best suit you.”
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Tim.
You just don’t get it.
I must sigh and roll my eyes now.
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Content is King
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A breathtakingly myopic comment to lead off.
I must have been absent from Communications Planning 101 the day that they mandated you can’t use any other medium that your own for advertising and promotion. Just as well you never see a URL on an ad on TV, in a magazine or on a billboard.
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Content is king, therefore are we seeing the term “Magazines” change from just on print to a form of content regardless of how its distributed (Platform agnostic)….Magazines could be through print….an app….a website…..phone….etc..etc
Like all great content print or video, the consumer decides where and when to consume it ..we just need to make it available and not be limited by platform……
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Mark is right. Content is king. Witness Vanity Fair – great magazine in print, even greater in iPad app where you get more bang for your buck. Ditto The New Yorker. Australian mags should take note and deliver more too – after all, the content has already been created and publishers don’t need to print it, just deliver it other, cheaper ways. We live in the era of multi-media platforms and different users.
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Brother are set to release an “I love type writers” campaign too which should give them a much needed boost against that pesky upstart the personal computer.
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i can’t wait for the ad version featuring Mark O’Keefe of L’Oreal….
no amount of photo shop is going to make that mug look good!!!
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My My what an inspirational line up.( i say that with tongue in cheek)
Just because these guys love mags don’t make it so.
It’s what’s inside that matters.
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So glad you have Mark O’Keefe in there. Does that make up for the times when he called us ‘media whores’ to our faces.
Sorry but be careful what you wish for.
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8 of the 9 industry ‘heads’ are male? I know we like to champion equality and rise against gender bias – but surely there are some industry leading women out there who might also ‘love their magazines’. Or, how about Mrs. Horgon, or Mrs Tajer reading their faves – now that might have been an insightful angle!!
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mmmmmm me also thinks this smacks of another way to ‘return the love’ to the peeps with the bags o money…. they’d have mags scrapped off the schedule in a blink if it wasn’t for their hard working agency and media teams…..
ExRep i reckon you must have been present at some of the mtgs i attended…. mmmm!
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also – (edited by Mumbrella for legal reasons)…..
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I saw an ad when I was online surfing a cycling website called: “I love Penny Farthings”.
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I love magazines too.
But allow me to be geeky for a moment – ACP should stick to magazines and digital agencies and advertisers note:
The website http://www.iloveacpmags.com.au/ betrays their lack of digital know-how – the HTML title is “Home”, there is no 301 re-direct between the www and non-www site, no HTML description and no headings.
Is the site designed to be invisible?
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@JP It also is a “skip intro” site. I thought these went out of fashion before the GFC hit? – who on earth built this site? If anyone came back to me with a brief for a site like this I simply would not return their phone calls(.)
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The irony is this is not very creative…. How many more UK initiatives ie 30 days will creative director blatantly rip off? See I love magazinesuk site. Every other media leader has embraced paid content and new technology. ACP delivers 54 park st TV and 30 days has September ( sorry but we have had fashion, wellbeing, home living what’s next)
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