Tapping into confidence

Hearst’s reach is of note. So too is its depth. Millions in the UK turn to its publications for much more than entertainment. But with the magazine industry undergoing massive disruption and Hearst having just been through a major merger, they needed a singular vision to take them into the future. We tapped into the core of their business – confidence – to increase their reach and status.

Something to believe in

Magazines hold a mirror up to our lifestyles. Elle, Esquire and Men’s Health – each has a distinct voice for its distinct audience. All are owned, along with many other titles, by one of the most famous names in publishing. Hearst.

Hearst reaches 1 in 3 women and 1 in 4 men across 37 print and digital platforms, and even more through events and social media. But Hearst’s business offers far more than entertaining content about celebrities, fashion and style.

From media company to new powerhouse

Hearst reaches millions in Britain, inspiring and empowering them with advice, reassurance and ideas. Their significance in people’s lives is an untold story. A single truth unites and defines Hearst – confidence.

They give millions of people the confidence to live the lives they want to live. In an industry that at its worst promotes unrealistic lifestyles and expectations, this is rooted in an emotive, human idea. At the same time, Hearst themselves need the confidence to believe they are a media powerhouse – one capable of leading this new conversation.

An industry-changing dialogue

A new brand and a simplified brand architecture, from 50 sub brands to just six client-focused products, means Hearst can focus on their strengths and clients can understand their offering. And they can effectively bring internal teams together, claiming one of the industry’s strongest voices.

Hearst’s new direction drives growth, with big client wins amongst the new product offerings and across 10 of their 12 magazine brands. We’re now working closely to instil the brand across all their experiences, platforms, products and services. It’s the start of a confident, new story for the magazine industry.