Bauer opens up content creation to brands

Bauer Media is to offer brands increased access to its editors and producers as part of plans to shift its commercial model towards content creation and partnerships.

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A series of open-access sessions with Bauer editors and producers will kick off in January, courting both clients and media agencies around cross-platform and cross-brand investment.

The publisher of Grazia, Empire, Heat and FHM last night (10 November) launched the push under the project name Bauer Access, led by broadcast sales and cross-media director Karen Stacey.

She will be supported by senior creative leaders Darren Khan, Brent Coulson, Joe Evea and Steve Taylor in driving content creation in collaboration with commercial partners.

Stacey says: “Bauer Access will harness the insight and ideas we have to offer. Our ambition is to provide clients and agencies with access to the key creators of our content.”

The IPA’s twice-yearly digital media owners’ survey indicated that Bauer Media had experienced a decline in media agency service levels across four attributes.

In response, a Bauer spokesperson says: “We note the survey recognises our understanding of cross-media opportunities. Digital is an integral part of the business.”

Industry observers commented that Bauer had been through a lot of structural changes in the past year since its takeover of Emap brands, and that this accounted for the decline in service levels.

This story first appeared on newmediaage.co.uk

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