An international media group, leader in magazine sales in several countries, was facing slow but constant volume erosion.

First, we established a sound and in-depth perspective of evolving customer media behaviours and expectations through a combination of online diaires and empathic in-home interviews, uncovering a number of deep shifts such as the rising importance of peer leaders and the need for curation.

This became the basis for a series of workshops involving all functions of the company: editorial, marketing, advertising, digital, etc. New concepts (digital, analog or a combination of both) were developed around notions like “reinventing rituals” or “personalised magazines”. After a first evaluation, concepts were further refined in co-creation sessions with readers and advertisers, before launching a series of live tests in several areas which successfully inverted the trend for some of the leading brands.