INTEGRATED: PORTFOLIO; Kirsty Hutton

In the last year, IPC women’s weeklies have carried around 80 pages of advertorials and Kirsty Hutton has been responsible for every one of them.

In the last year, IPC women’s weeklies have carried around 80 pages of

advertorials and Kirsty Hutton has been responsible for every one of

them.



As IPC’s Weeklies Group client sales director, Hutton has overseen the

growing interest in promotional packages that combine the traditional

editorial and advertorial opportunities.



Hutton, a former director of media planning at Ammirati Puris Lintas and

group media director at DMB&B, believes the weeklies lend themselves to

integrated packages more readily than the women’s monthly glossies.



‘A pounds 1-off voucher won’t mean much to readers of glossies. Our

readers have a very interactive relationship with their weekly read,’

Hutton says.



At IPC she has seen interest in integrated packages from agency media

buyers - under pressure to add value to their buying - increase greatly.

‘A client, or its agency, will come to us and will be assigned an

account manager who will find out what its needs are. Then we shop

across the company to find out where we can add value. We work like an

agency but it saves an agency having to deal with a number of different

titles,’ Hutton says. ‘There is no ratecard, it is all negotiable

because it is all about adding value.’



The Weeklies group limits the number of advertorials and promotions it

runs to protect the editorial quality of the magazines. Its latest

package is a Nivea summer promotion. Display ads will appear in both

women’s weeklies and monthly titles along with advertorials, free

sachets and a subscription offer in Marie Claire.



Safeway ran one of IPC’s biggest through-the-line packages in November

to launch its own-brand range, Cyclon. Free offers were used to increase

sampling of the new product, advertorials were run to educate readers

about the new product; competitions were run as low-cost reminders,

while display ads were booked to build the brand image.



Kraft Jacobs Suchard’s integrated launch campaign for its Hot Chocolate

drink used both IPC’s weeklies and monthly women’s titles.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).