New Idea gets revamp supported by new brand campaign

Pacific Magazines’ New Idea is unveiling a new-look magazine on Monday and will be supported by a major brand campaign.

New Idea

The changes to the women’s magazine will include a new masthead, new layouts, fonts and colour palette, more food pages, and an increased focus on health, family and the home.

The It’s New Idea Time TV ad, created by Sister, will launch on Sunday on the Seven Network. It pays homage to the 1950s Betty Hutton original, “It’s oh so quiet”, popularised by Bjork in the 1990s.

The publisher says it will aim to reflect the positivity and energy of the new look magazine.

The campaign also includes print, digital and significant point-of-sale support, including counter-packs, posters and display units.

Kim Wilson, editor-in-chief, New Idea, said: “The new look extends the elements our readers love, but delivers them in a tighter, fresher and more satisfying package. Our determined focus is to deliver story satisfaction and a positive reader experience – and this is neatly portrayed in the up-beat, feminine and fresh style of the new brand campaign.”


  • Client: Pacific Magazines, New Idea
  • Agency: Sister
  • Director: Kieza Barnett
  • Creative Team: Jo Swan and Tiara Lowndes
  • Producer: Martin Brown

Update – This is the similar Bjork video that is being discussed in the comment stream:


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