ANALYSIS: SALE OF THE WEEK

Give me an ’M’. Give me an ’I’. No, forget it, we’ll be here all day.

Give me an ’M’. Give me an ’I’. No, forget it, we’ll be here all

day.



I’m talking about the millennium, of course, the biggest yawn since Moby

Dick stayed up too late. But it’s also a (literally) God-given

opportunity for publishers to devise special promotions.



First out of the blocks is Elle, whose promotions team has been a tad

more creative than most. Premium advertisers were given the chance to

sponsor a letter from the word ’millennium’ in a 20-page fashion

spread.



It starts with ’masterpiece’ - the word used to describe Coca-Cola’s

glass bottle - and ends with Max Factor. Other advertisers include

Renault, Mitsubishi and Calvin Klein. True, the way the letters are

linked to the brands can be a little contrived - but by and large this

is a stylish marriage of advertising and editorial. Elle’s promotions

team can feel free to party like it’s, er, 1999.



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