Management Board was a professional magazine for high-level executives and leaders – but too small and unknown. Our task was to make it interesting for the right target group with a minimal budget.
We decided to position the magazine for better leaders. To make the message clear, we chose well-known historical leaders for our campaign as examples of the leaders, who should have read this magazine. We also targeted the ads to the employees and asked them to order the magazine for their bosses and make them better leaders.
The campaign won a gold award in Year’s Best – competition (Vuoden Huiput), and it was nominated to be the best newspaper advertising campaign of the year.
Ad agency: Dynamo Creative team: Katja Änkilä, Ilkka Kärkkäinen Account Director: Kirsi Mettälä, Ella Turunen Client: Edita, Kauko Brusi
ClientEdita, Management Board -magazine My rolePositioning, Creative strategy, Campaign concept, Creative Design, CopywritingResultsMaximum awareness with minimal budget in right target groupAwardsVuoden Huiput (Years' best -competition) Gold in b2b, Years Best Newspaper AdYear2002
