Ogilvy Design & Branding HOWTO MAGAZINE / THE BLACK ISSUE by Ogilvy & Mather Frankfurt

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Copywriter Guest Authors, Ogilvy Employees
Photographer Jo Bacherl, Oliver Blohm
Released April 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: OGILVY
Product/Service: OGILVY
Date of First Appearance: Apr 21 2011
Creative Direction: Helmut Meyer (Ogilvy Frankfurt)
Creative Direction: Delle Krause (Ogilvy Frankfurt)
Art Direction: Catrin Farrenschon (Ogilvy Frankfurt)
Concept: Thomas Strerath (Ogilvy Frankfurt)
Concept: Jonas Bailly (Ogilvy Frankfurt)
Photo Editor: Alexander Pfaff (Ogilvy Frankfurt)
Photo Editor: Johanna Woetzel (Ogilvy Frankfurt)
Copywriter: Ogilvy Employees/Guest Authors (Ogilvy Frankfurt)
Photographer: Jo Bacherl (Ogilvy Frankfurt)
Photographer: Oliver Blohm
Art Buying: Nathalie Schulz (Ogilvy Frankfurt)
Illustrators: Various Illustrators
Images: Various Images/Stockmaterial
Artwork: Joachim Becker (Redworks)
Artwork: Peter Belz (Redworks)
Production: Bianca Elbert (Redworks)
Proof Reading: Ulrich Duggen (Redworks)
Proof Reading: Jürgen Hahn (Redworks)
Art Direction: Helmut Meyer (Ogilvy Frankfurt)
Design: Helmut Meyer (Ogilvy Frankfurt)
Concept: Delle Krause (Ogilvy Frankfurt)
Design: Catrin Farrenschon (Ogilvy Frankfurt)
Media placement: Magazine - Mailing To Clients And Business Partners, Consultants - 21. April 2011

Describe the brief from the client
How can a network agency demonstrate both its creative prowess and business expertise and thus position the agency brand as a leader in the German market?

Describe the challenges and key objectives
Due to the success of the first HowTo magazine, a second edition was produced to the highest quality specifications for a discerning target audience of marketing opinion leaders. Renowned illustrators such as Hampus Erickstam, Markus Färber, Nora Fehr, Sarah Illenberger, Keeichi Tanaami and Nick White contributed their work. Guest authors include leading academics, advertising experts and retail professionals.

Describe how you arrived at the final design
We developed the Ogilvy HowTo magazine – a high quality, limited edition magazine format combining the best in design, illustration and original thinking.

Give some indication of how successful the outcome was in the market
The first issue was out of stock almost immediately and numerous requests and orders for the second issue proved the popularity of the format. The HowTo Magazine is considered one of the top publications in the agency business.