ACP launches I Love Magazines campaign

i_love_magazines_peter_horganACP 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.


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