Bauer Media says: Launching in February 2014, The Debrief will deliver a distinct mix of tailored content that mirrors her behaviour 24/7, providing relevant content at the right time and through the right channels.
The brand will launch as a digital platform, www.thedebrief.co.uk, with a best-in-class social and community strategy. A ‘digital-first’ launch for Bauer Media, The Debrief demonstrates the publisher’s acute understanding of audiences and commitment to serve them wherever they are.
The Debrief will put a modern take on traditional content pillars. Emotion and humour will be added to fashion and beauty editorial; news will be aggregated to give an opinion on a broad cast of characters; sex content will be funny and frank, giving honest insight and advice, plus there will be the best recommendations around going out (clubs, bars and restaurants) and staying in (food, interiors, books, TV and film).
Paul Keenan, Bauer Media UK’s CEO, said: “The Debrief is a hugely exciting new launch for Bauer Media and a great addition to our powerful portfolio of media brands. It demonstrates our commitment to understanding audiences and delivering world-class content at the right time and through the right channels. The Debrief will develop to be on all platforms relevant to this audience.”
The Debrief will offer a unique and innovative commercial offering to brands through integrated partnerships, helping them speak to this audience by delivering content in a credible and authentic way. It will also use real-time data and insight to constantly evolve both the editorial and commercial offerings.
Abby Carvosso, Group Managing Director, London Lifestyle, Bauer Media, commented: “The Debrief’s realism, tone of voice and 24/7 content will engage our highly targeted audience and offer new and innovative opportunities for our brand partners, working as a 360 degree brand across owned, earned and paid channels.”
“The Debrief girl is open to all experiences and is embracing this era of disruption. She spends a lot of time navigating through a highly fragmented digital landscape and we believe as a brand we can distil the daily agenda for her – literally debriefing her. We want to create, curate and celebrate the moments that matter to her in her language and on her terms.”
The Debrief will be headed up by Lauren Holleyoake, Publishing Manager of Grazia and Group Digital Director, Mark Hardy. The content team will be led by Hattie Brett, launch editor of Graziadaily.co.uk and Assistant Editor of Grazia. Hattie has recruited a team of exciting journalistic talent who already live and breathe the brand’s ethos.
Bauer Media will be undertaking a digital marketing campaign as part of the brand launch, using The Debrief’s content across its owned, earned and paid-for channels to target distinct audience segments with relevant topics. The campaign content will be fully promoted across Bauer’s portfolio of popular media brands, reaching 20 million people in the UK.
Creative agency Gravity Road is working with Bauer Media on the creative concept, design and launch plan.
