DIARY: ICE TO ESKIMOS - Nifty lateral thinking bags posh publishing contract

campaignlive.co.uk, Monday, 24 July 2000 12:00AM

Joanna Hauptman (right), head of fashion sales at Harpers & Queen, went from ad pitch to contract win in one masterful step.

Joanna Hauptman (right), head of fashion sales at Harpers & Queen,

went from ad pitch to contract win in one masterful step.



’About two years ago, when I was senior sales executive on Redwood’s

Harvey Nichols magazine HN, I went to see Molton Brown’s marketing

director to pitch for advertising.



’My presentation did not go well. He responded with a complete lack of

interest and told me he would only spend his budget on PR. Try as I

might, he said editorial was his only concern.



’Finally, I abandoned the ad pitch as I realised there might be an

opportunity to sell him a magazine of his very own. This was beyond my

remit but I explained to the client the enormous advantages and

possibilities a magazine could produce for his brand.



’As I began to mention the possibility of Redwood publishing a contract

title for Molton Brown, he started to look interested. The pitch

resulted in both a Molton Brown magazine publishing contract for Redwood

and an accompanying website.



’From that moment on, the client always described me as ’a glamorous

rottweiler’.’ Is that supposed to be a compliment?



This article was first published on campaignlive.co.uk

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