‘Project Orange’ is the first collaboration of its kind by the UK’s biggest consumer magazine media companies to help advertisers get the very best return from the rich engagement opportunities offered by multi-channel magazine media brands. The new marketing body will represent the combined power of around 300 magazine media brands with collective advertising revenues of £473M.
‘Project Orange’ is backed by the UK’s largest consumer magazine media companies - Bauer Media, Conde Nast, Dennis Publishing, Haymarket, H Bauer, Hearst UK, Immediate Media, and Time Inc UK. As Chief Executive, Sue Todd will be responsible for the development of this new body’s identity, research, and marketing functions, with a brief to help explain the dynamic and powerful shift taking place in magazine media to advertisers.
Sue Todd, partner, Wonder, said: “I’ve had an incredible seven years running Wonder, working with some of the best people and media businesses in the UK. It has taken a hugely compelling opportunity for me to consider a change and it doesn’t get any better than the chance to lead a new marketing business which will make a real difference for advertisers. Magazine media brands play a unique role in the marketing mix and their value is strengthening as the opportunities to connect with audiences through premium content grows. It is really important we as an industry engage advertisers with this proposition, and it is fantastic to see the industry’s leading consumer publishers coming together to make this possible.”
Kevin Costello, PPA Chairman and Haymarket CEO, said: “The appointment of our Chief Executive for ‘Project Orange’ is an important step in its formation and launch. We have conducted an extensive industry-wide search to find the right person who can be a figurehead for the exciting world of magazine media brands. Sue is perfect for the role, bringing a winning combination of commercial experience, media passion, and marketing expertise. We need to help advertisers understand and achieve the very best return on the very powerful multi-channel content proposition offered by magazine media and I am very much looking forward to Sue taking up the role and our launch in Q1.”
Todd has extensive experience in UK commercial media, running specialist brand and culture consultancy, Wonder, with fellow partner, Gary Hollins, for the past seven years.
During this time, she has worked with range of communication and media businesses including MEC, Channel 4, Primesight, Microsoft Advertising, Harrods Media, UTV, Grey Advertising and Ocean Outdoor. Previously, she was Marketing Director for Exterion (formerly CBS Outdoor) and, prior to that, was responsible for Marketing at Emap Advertising from 1999 to 2004.
‘Project Orange’ will, through research, insight, and collaboration with advertisers and agencies, promote the value of magazine media brands and their unique strengths to deliver effective ROI for advertising partners.
The new marketing body will operate independently from the PPA. PPA Chief Executive Barry McIlheney will continue to lead the magazine association in promoting and protecting the interests of its 200-plus Consumer and Business Media members around key issues such as lobbying, retail, training, and live events.
