Duckworth Finn Grubb Waters is promoting the relaunch of Melody
Maker with a national press campaign.
The first execution breaks in the December issues of the style and music
press - including Loaded, 19, Muzik and NME - and introduces the new
endline, ’find out what happened’.
’Breakfast’, written by Matt Lee and art directed by Peter Heyes, aims
to get to the heart of what life is like for the music fan by focusing
on the before and after feelings of the gigging experience. Text at the
top of the ad reads ’Manchester! Are you ready?’, while text at the
bottom adds, ’Chris! Your breakfast’s ready!’. The idea is that Melody
Maker can fill you in on everything in between.
Another spot entitled ’mike check’ follows the same theme, with a third
ad planned for later in the year.
’This is an excellent opportunity for the agency to demonstrate our
ability to truly understand what consumers want and help mould the
product to suit their needs. The campaign is very powerful and clearly
demonstrates what Melody Maker is all about,’ Michael Finn, managing
director at Duckworth Finn, said.
The agency has worked closely with the client throughout the year in
developing and researching the overall design including the format, logo
and content of the publication.
In response to research the publication has moved away from its original
newspaper format to a new glossy A4 magazine.