The evolution of the title – which celebrates its 50th anniversary next year – is designed to enhance Campaign’s digital and print package to cater to the needs of today’s global creative marketers, says Haymarket. The changes underline Campaign’s commitment to delivering news, ideas and analysis via the most relevant platforms for its audience – with a first-hand understanding of how the media and advertising world is shifting to digital.
As Campaign itself is being transformed, the launch issue tackles the need for the whole industry to transform in the face of major brands slashing ad spend, consultancies challenging agencies, the holding company model creaking and the rise of augmented reality and other technological innovations.
The new-look monthly print Campaign will include dedicated media and tech coverage, alongside the brand and agency content.
New slot ‘The Conversation’ will feature two leading lights discussing the issues and decisions that have shaped their relationship. In the new issue, BT’s chief brand and marketing officer Zaid Al-Qassab and AMV BBDO group chairman and group chief executive Dame Cilla Snowball talk 23 years of partnership and the talent crisis in the industry.
Firm favourite ‘Private View’ will continue to invite the industry's leading creatives to review the 10 best examples of creativity from the past month. And columns from PPA business columnist of the year 2017 Helen Edwards and Dave Trott will sit alongside monthly columns on tech, strategy and creativity and pieces from Campaign's own experts: Rachel Barnes, Claire Beale, Maisie McCabe, Gideon Spanier and Nicola Kemp.
The new monthly Campaign will also feature an in-depth ‘Trends’ section, diving into consumer and industry developments to offer a fresh perspective of what's ahead for its audience.
According to Haymarket, the redesigned Campaign has been inspired by recent audience research that highlighted a clear desire among subscribers, readers and advertisers for the Campaign print product to be more distinct from its online offering with intelligent longer-form, more analytical content.
The new print concept will complement Campaign’s string of event properties including Media 360, the Media Week Awards, the Campaign Marketing New Thinking Awards (happening later this month) and the Creative Tech Awards. It has also launched a series of new events in 2017, including Campaign Underground (taking place next week) and Campaign Breakfast Briefings.
The evolution of the title will also include an increased focus on the creation of video and podcast content; particularly assets that can be shared on social, contributing to the title’s expanding digital presence; its daily bulletins now reach almost 400,000 people a day, while Campaignlive.co.uk has 988,000 monthly unique users.
Claire Beale, Campaign's global Editor-in-Chief, says: "The new monthly Campaign has intelligence, class, flair and fun. It will properly complement our dynamic website, the destination for all that matters in our industry every day, as well as our social platforms and events."
Rachel Barnes, UK Editor, says: “There’s never been a more amazing, inspiring time to work in marketing and we want to ensure that Campaign is at the heart of that transformation. We want the new magazine to reflect the creative community we serve, its challenges and its triumphs, and, most of all, its position at the forefront of building the most successful brands of tomorrow.”
Links / further reading: Campaignlive.co.uk
