DIARY: ICE TO ESKIMOS - Nifty lateral thinking bags posh publishing contract

Joanna Hauptman (right), head of fashion sales at Harpers & Queen, went from ad pitch to contract win in one masterful step.

Joanna Hauptman (right), head of fashion sales at Harpers & Queen,

went from ad pitch to contract win in one masterful step.



’About two years ago, when I was senior sales executive on Redwood’s

Harvey Nichols magazine HN, I went to see Molton Brown’s marketing

director to pitch for advertising.



’My presentation did not go well. He responded with a complete lack of

interest and told me he would only spend his budget on PR. Try as I

might, he said editorial was his only concern.



’Finally, I abandoned the ad pitch as I realised there might be an

opportunity to sell him a magazine of his very own. This was beyond my

remit but I explained to the client the enormous advantages and

possibilities a magazine could produce for his brand.



’As I began to mention the possibility of Redwood publishing a contract

title for Molton Brown, he started to look interested. The pitch

resulted in both a Molton Brown magazine publishing contract for Redwood

and an accompanying website.



’From that moment on, the client always described me as ’a glamorous

rottweiler’.’ Is that supposed to be a compliment?



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content