Delaney Lund picks up international ad account for Forbes

Forbes, the international business publication, has appointed Delaney Lund Knox Warren & Partners to handle its global advertising account as it moves to expand outside the US market.

Forbes, the international business publication, has appointed

Delaney Lund Knox Warren & Partners to handle its global advertising

account as it moves to expand outside the US market.



According to Prashun Dutt, Forbes International’s director of marketing

and research, the first step is a trade campaign but a wider campaign

targeted at subscribers will break shortly.



Tom Knox, managing director of Delaney Lund, said: ’Levels of awareness

for Forbes are very low. It tends to get lumped in with Time and

Newsweek.



We want to put it in the same category as The Economist, to have two

beacons in the market.’



The company has earmarked Western Europe, the Middle East, Africa and

South-East Asia as its growth regions and the campaign, which breaks

next week, will be featured in relevant trade titles in these areas.



Dutt has worked in various ad agencies for several years and has handled

the media planning and buying for the first campaign himself.



He did not hold a creative pitch. He said: ’I don’t like pitches. We

have spoken to several agencies. Delaney Lund’s idea came closest to our

line of thinking.’



The strategy for the first campaign is to highlight that The Economist

is read by businessmen but Forbes is read by chief executives. It uses

the line: ’You don’t need to read Forbes to put it on a schedule. You

just need to know who does.’



Topics