Bauer builds agency to create ads that won’t just run on its own sites


By Seb Joseph, News editor

April 17, 2015 | 3 min read

Bauer has joined the growing list of publishers to set up internal agencies but unlike others its own effort the branded content will not be bound to its own sites.

The Grazia owner describes the venture as a “cultural creative agency” that will produce campaigns for brands. Dubbed Adventure, the advertising shop can call on talent from Bauer’s editorial and commercial teams to work with brands and agencies on projects underpinned by insights on what’s popular with Bauer’s readers.

Lucy Banks, Bauer’s executive creative director heads up the agency and is supported by a team that includes; business strategy director Paul Fulberg, who has held senior roles Grey, Cord Worldwide and Frukt. Richard Moore joins as digital content director from Microsoft Advertising where he was head of content, while creatives Ravi Beeharry and Andy Mancuso arrive as creative directors.

Paul Keenan, chief executive of Bauer Media UK, said the combination of “this focused talent and the insight and creativity across our business, along with the “quality and influence of our brands” makes for a “highly potent mix”. Adventure’s launch comes off the back off successful campaigns Bauer has created for advertisers such as O2, Cancer Research UK, Channel 4, Matalan and Microsoft.

Bauer is the latest publisher to set up an internal agency, a trend emblematic of the growing tussle between publishers and agencies for advertising budgets. With brands wishing to be seen as publishers in the scramble for quality content, the likes of Time Out, Dennis Publishing and Future have spotted an opportunity to sell their expertise directly instead of just media. All three launched agencies in 2013 to win new advertising revenues at a time when their business models were being squeezed by the pressures of the shift to digital.

Richard Dunmall, group MD of advertising, Bauer Media UK said: “Adventure will work closely with clients with insight-based decision-making, giving brands first hand access to editorial talent as they engage 24/7 with audiences to gain a deep understanding of their media habits and interests.”


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