ANALYSIS: SALE OF THE WEEK

Now agencies are working more closely with sales people to generate creative ideas (see editor’s opinion, last week), perhaps we’ll see a few more deals like this. It started when the sales team at style bible Dazed & Confused, led by commercial director Andrew King, wanted to run a picture of Sony PlayStation’s cyber pixie, Fifi, on the outside back cover.After conversations between King and Manning Gottlieb Media’s PlayStation supremos Patrick Morrison and Terence Cassano, the idea developed to include not just the back cover, but a nine-page spread featuring the elfin alien.

Now agencies are working more closely with sales people to generate

creative ideas (see editor’s opinion, last week), perhaps we’ll see a

few more deals like this. It started when the sales team at style bible

Dazed & Confused, led by commercial director Andrew King, wanted to run

a picture of Sony PlayStation’s cyber pixie, Fifi, on the outside back

cover.After conversations between King and Manning Gottlieb Media’s

PlayStation supremos Patrick Morrison and Terence Cassano, the idea

developed to include not just the back cover, but a nine-page spread

featuring the elfin alien.



Even better, the entire section appears upside down, ensuring that it

stands out from the rest of the magazine. And as Dazed & Confused took

on the task of adapting the visuals from the TV ad, the process wasn’t

as costly as it could have been. Never underestimate the power of

co-operation.