New Idea marks 110th birthday with brand campaign

New Idea, the women’s magazine published by Pacific Magazines, has launched a new brand campaign and undergone a design refresh.

Taglined, ‘It starts with a New Idea’ the campaign marks the magazine’s 110th birthday.

It features a 24-page guide to landmark Australian moments from the past 110 years, and a look at New Idea’s ads over the years.

Narelle Riley, marketing director, New Idea, said in a press release: “We know the brand is strong, well-established and widely recognised – with a copy of New Idea sold every two seconds. We just wanted to reinvigorate its position in women’s lives. The campaign is a step away from the rational, tactical executions we are familiar with, to showcasing the title’s personality and attitude – all within a beautifully shot package.”

The campaign was created by Matt Baldwin as creative director and writer and Marie Mansfield as art director. Mat Humphrey directed the TV ad, while Andreas Bommert created the print work.

New Idea Editor-in-Chief Kim Wilson, said: “Since its launch, New Idea has been committed to sharing uplifting stories and great ideas with Australian women. Our weekly editorial challenge to delight, inform and entertain our readers with new ideas, is reflected in this unique and light-hearted campaign.”


  • Client: Pacific Magazines, New Idea
  • Creative team: Matt Baldwin and Marie Mansfield
  • Director: Mat Humphrey, Otto
  • Photographer: Andreas Bommert
  • Online agency: The Farm


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