B2B CAMPAIGNS & BRAND COMMUNICATIONS

HEARST MAGAZINES | B2B Campaign

Brand Pillars, Strategy, Positioning, Print/Digital Ads, Out-Of-Home

Opportunity: With “digital or die” magazine watchwords–and a game-changing year that included the acquisition of Lagardère, digital marketing agency, iCrossing, and more—Hearst set it sights on becoming ubiquitous across platforms.

Strategy: UNBOUND asserted Hearst’s leadership position—and its conviction that every corner of the industry was ripe for fresh thinking.

Results? UNBOUND immediately becoming a rallying cry. A means of attracting talent. And the envy of the industry.

“WE’RE UNLEASHING OUR BRAND DNA.”

– Michael Clinton, President, Marketing, Hearst Magazines

UNBOUND and its 4 brand pillars (Commitment to Magazines, Diverse Brands & Platforms, Game-Changing Partnerships, and The Future is Now) led off that year’s Annual Report

UNBOUND and its 4 brand pillars (Commitment to Magazines, Diverse Brands & Platforms, Game-Changing Partnerships, and The Future is Now) led off that year’s Annual Report

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While readers take Hearst magazines everywhere, we continue to take them further. Imagining inspired ways to deliver the trusted brands readers can’t live without.

Now, with the acquisition of 5 magazines in the U.S. and 95 magazines in 14 countries, Hearst Magazines confirms its belief in magazine print today – and its many expressions tomorrow – becoming the world’s largest magazine publisher and America’s number one publisher of monthly magazines.

But thinking big is not just about reaching an audience of nearly 89 million. Or having the biggest footprint. It’s about an entrepreneurial spirit that is reimagining print while boldly looking beyond it – to mobile, online, tablets, new e-commerce businesses and more. And about challenging every notion of what a magazine company can be – befitting our leadership role as champion of magazines’ bright future.

Hearst Magazines. UNBOUND

Today, great content is embraced everywhere. At Hearst, this connection begins with the inspired, new ways we use print and emerging platforms. It’s a pioneering spirit that’s always been a part of our DNA.

With surprising print technologies, robust websites, award-winning tablet editions, and our new App Lab, Hearst is reimagining its 19 iconic brands.

We’re curating branded e-commerce experiences and creating new social media initiatives. And iCrossing–our best-in-class digital marketing services agency–is helping us redefine what’s possible when engaging consumers.

Ours are the magazines that nearly 89 million readers take everywhere. And we continue to take them further. Championing the magazine page. While exploring the possibilities beyond it.

Hearst Magazines. UNBOUND

As a champion of inspiring print– and inspired, new content delivery – Hearst has always welcomed new thinking.

Both within our magazine’s ranks and with our many game-changing partners. With Oprah Winfrey, we created the most successful magazine launch in history. And we didn’t simply move into the food category.  We redefined it, with our record-shattering rollout of Food Network Magazine.

In an age of collaboration, we believe in looking beyond magazines’ traditional boundaries, becoming a go-to partner for Microsoft, Apple, and Barnes & Noble. And we’ve forged new e-commerce and licensing models with Net-A-Porter, Gilt, Hearts on Fire, JCPenney, and others.

Being entrepreneurial and collaborative has taken us far. And helps us take magazines even further. 

Hearst Magazines.  UNBOUND

What's next?

It's not simply a question our trusted editors answer every month. Amid emerging markets and worldwide demands for efficiency, everyone at Hearst answers it daily, with a global vision and entrepreneurial spirit.

 Did you know the middle class will welcome 70 million people this year? And Hearst’s magazines will be a welcome part of their lives–thanks to 300 international titles (and 12 new ones this year alone)! And with 50% of the world armed with cell phones, Hearst is not simply reimagining print, but boldly looking beyond it–to mobile, online, tablets, and more.

 By moving all digital magazines to HTML5–an industry first–Hearst will allow advertisers seamlessness across all platforms. And streamlining publishing & workflow to realize synergies is creating efficiencies that this new world order demands.

A global vision. A nimble mindset. We're not simple creating the Magazine of the Future. We're creating the future of magazines.  And that future is now

 Hearst Magazines. UNBOUND

Having always believed that “Brand Guidelines” are as much about voice as visuals, it was important that campaign include a series of “anthemic” lines (shown in drop-down digital ads here), that could be used out of context—and by anyone across the company—to convey Hearst’s “taking magazines further” message. They include:

  • “Championing the magazine page. While exploring the possibilities beyond it.”

  • “While readers take Hearst magazines everywhere, we continue to take them further.”

  • “Imagining inspired ways to deliver the trusted brands readers can’t live without.”

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Built on a brand platform of “Taking Magazines Further,” UNBOUND inspired revenue-generating Beauty and Fashion content franchises, and extended to onboarding materials, communications, and events—including Hearst’s inaugural upfront, and the UNBOUND 360 integrated marketing recognition program.

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Ten years later, the campaign is still running (see video) and still resonating with employees and advertisers alike.