Weekly magazine Open has appointed Innocean to handle its creative duties. No pitch preceded this win, and the decision on the agency was closed this week.
On awarding the business to Innocean, Raj Mohan, Publisher, Open, said, “I have worked with Vivek (Srivastava, Joint MD, Innocean) at Outlook for a good 5-6 years, and together we have created and implemented many successful campaigns. Since Open was entering its second year, we thought of doing a campaign that would build the brand further and communicate its strengths. Vivek and his team at Innocean Worldwide have experience in handling media brands, and since I know him well, we found a ready comprehension of the key issues at hand and a willingness to push the envelope in terms of communication solutions. We went ahead with Innocean based on their strategy and creative presentation in April-end 2010.”
Commenting on the win, Vivek Srivastava, Joint MD, Innocean, said, “Our team at Innocean has a good track record with media brands across the spectrum, covering dailies, magazines and TV channels, including names like Outlook, Business Today, Dainik Jagran and HBO. Hence, it seemed like an ideal challenge for us to create a brand campaign for an innovative and refreshing magazine like Open.”
With the market flooded with magazines and print journals, how challenging a task is it to make its client’s presence felt in the market? Srivastava replied, “Well, the task is difficult, especially when you have well entrenched names with definitive brand personalities in the market. We at Innocean are looking at an approach that moves towards personality and appeal. Our qualitative research among the magazine audiences does point to a craving for a better product, which avoids a strait-jacketed and conventional formula. That’s what we will be building on.”
Magazines usually have a selective target audience, and Open aims to tap the young Indian market. “Open magazine is a very interesting editorial product. In terms of content, it is way different from the traditional weeklies floating around. It is written keeping in view the taste of young India, which values a world view and that too with an interesting take,” said George Koshy, Senior Creative Director, Innocean Worldwide.
Meanwhile, along with the marketing team at Open Media, the agency has conceptualised a brand campaign for the magazine. It will be a multi-media campaign with adequate usage of print, outdoor, online and TV.