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.