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About

Our main target audience was young media planners and buyers, most between the age of 25 and 35 – the people who make recommendations on which pu… Read More
Our main target audience was young media planners and buyers, most between the age of 25 and 35 – the people who make recommendations on which publications to place advertising. Their perception of Forbes was that it was old-fashioned and not relevant to their clients’ target audiences. Our secondary audience was Senior Marketing managers at large corporations, who might not have Forbes on their radar. Our objective was to make Forbes sexy. They had changed their publishing model to put social media at the heart of journalism and their digital platform was far more modern and innovative most other publishers. Their editorial philosophy had also changed to feature the most dynamic and multi-faceted entrepreneurs working in the business world today – people like Jay, Sean Parker and Kathy Ireland. We needed to make them feel like there was no publication more relevant and modern than Forbes. Read Less
Published:
We did a new brand platform project for Forbes last year. Looking forward to Part 2 in 2013.