Only in the glossy women’s magazine sector could Attic Futura sell
Chanel a ’pashmina’ secured with a ’brooch’. Confused? Basically we’re
talking about a wraparound, albeit a very classy one. The ad for
Chanel’s Precision skincare range adorns the March issue of Shine
magazine. It’s fixed to the outside back cover with a Chanel sticker -
that’s the brooch, geddit?
The deal, which Attic Futura’s ad chief Caroline Connor claims is a
first in the women’s sector, was sewn up by Shine’s advertisement
manager Tara Purcell. ’We thought the term ’wraparound’ wasn’t cool
enough for this market so we started referring to it as a pashmina , and
the name caught on,’ says Purcell.
She adds that the jokey name disguises serious intent. ’Chanel wanted to
achieve standout and we thought we had the flexibility to do something
more innovative. Chanel has been a regular advertiser but we’re always
looking for ways to extend the relationship.’
The ad was bought by Annette Hurley at MediaVest and planned by Nadine
Got a potential sale of the week? E-mail firstname.lastname@example.org.