The Spectator sees the time is right for marketing campaign

Current affairs and political magazine The Spectator is planning a brand campaign to promote the quality of its writing and columnists.

The publication, owned by Sir Frederick and Sir David Barclay, has appointed Ogilvy & Mather Advertising to develop the campaign.

Activity will include a mix of above-the-line advertising taking in outdoor and print, newsstand promotions and digital activity. The work will break from early autumn.

The magazine is regarded as an influential right of centre publication and has been edited by London Mayor Boris Johnson in the past. The current editor is Fraser Nelson and observers suggest that the recent formation of a Liberal-Conservative coalition government has renewed interest in The Spectator.

Andrew Neil, chairman of Spectator (1828) Ltd, says: “Ogilvy & Mather demonstrated a real understanding of our brand and its values across all channels and we are excited about the potential of the agency’s work to help deliver the ambitious growth plans that we have for The Spectator.”

The Spectator was first published in 1828 and its average net circulation has been falling. It was measured at 70,300 in the most recent set of ABC figures.

O&M has worked with a number of magazines and newspapers in the past, including The Economist, The Financial Times and The Observer.


The Secret Marketer talks about creatives

Marketing Week

In my column last week, I suggested that an agency creative director may have put their own personal ego ahead of answering my brief. In doing this, I suggested that the agency had completely ignored the rather sensible inputs of his account suit and planning colleagues.


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