Coathanger
Newspaper Marketing Agency
Issue 1 | July 2008
Agency
MRM Partners
Creative Team
Dave Birss ;Jeff Suthons ;Carl Lough
Production Team
Graham Warren - Head of Production
Other Credits
Nigel Hewson - Account team ;Alero Adewusi - Account team
Date
June 2006
Background
The Newspaper Marketing Association is a body that promotes press advertising to clients and agencies. Recent research has shown that by adding newspaper marketing to other activity around events, you significantly increase the effectiveness of your ad spend, particularly if your press advertising appears in proximity to the coverage of the event. So the NMA has created themed advertising packages that allow you to buy tailored advertising space to help you make the most of the opportunity. MRM Partners’ job was to tell the fashion industry about the NMA’s new themed advertising packages for London Fashion Week.
Idea
MRM Partners came up with an idea that would not only be relevant but also useful to its target audience. They sent 1,000 decision makers within the fashion industry a box that read, ‘Start turning heads’. Inside the box was a wooden coathanger with an A4 leaflet draped over it like a piece of fabric. The line on the front of the leaflet read, ‘Get fashion-lovers admiring your latest creations.’ Inside, the leaflet listed some key insights on fashion lovers and newspaper advertising and told the recipient who to call if they are looking for a newspaper package tailored to reach a fashion-savvy audience.
Results
Not yet available
Target Audience
Decision makers within the fashion industry
Size
1,000 packs