How do you co-ordinate a new global advertising campaign across four continents, in five languages, in four different time zones, three different currencies and a budget that had to stretch to over 78 insertions in 13 titles both on and offline?
Sit in dark room with plenty of coffee. Then; research, plan, read, call, negotiate and buy the schedule thinking creatively, financially and strategically at every stage of the process.
In pure financial terms access saved over 30% on the planning rates, but achieved much more than that. The schedule included free pr, additional online opportunities, online directory listings, multiple copies of the magazines and relationships have been formed that will make year two even easier – won't it?
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