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
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.’