Launch leadership and international brand development for the UK’s largest consumer publisher

Client

Time Inc.

Brief

Take the position of Editorial Development Director, with responsibility for launches, redesigns and editorial excellence across more than 60 brands in the UK, America and Australia.

Approach

Filling the role left by Mike Soutar’s departure, this was a unique opportunity to integrate the highest standards of content, design and business across a massive portfolio. The task required reporting to the CEO, close collaboration with the board, sensitive direction of Editors and Art Directors and delivery to tight deadlines on multiple projects.

Outcomes

Invented the names and led the launches of goodtoknow.co.uk and Pick Me Up!

Led the UK development of Marie Claire, Instyle, Look, Now, Woman, Woman’s Weekly, Country Life, Ideal Home, TV Times, What’s On TV, trustedreviews.com and more.

Led the American rapid prototyping of People, Cooking Light and Health for Time Inc. in New York City and Birmingham, Alabama.

Led the Australian development of Who Weekly for Time Inc. in Sydney.

Won the BSME Mark Boxer Award for editorial excellence, and PPA Launch of The Year for Pick Me Up!

The launch logo for goodtoknow.co.uk. The brand currently reaches 2.3 million highly engaged women every month.
The writing, design and direction of a video series to explain Time Inc’s storytelling capability to commercial partners and show the depth and extent of cross platform engagement with digital audiences.
The TV Times logo was carefully redrawn to deliver maximum impact without losing heritage appeal. Collaborating closely with Art Director Steve Fawcett, the cover was carefully re-engineered to both unpack the content on newsstand yet maintain the brand’s premium positioning.
Celebrity news weeklies are hyper-competitive and the readers utterly promiscuous. The Now cover design was carefully calibrated to deliver maximum impact yet maintain a mid-market feel.
Ad campaign, written with Now's legendary editor Gavin Reeve-Daniels