AGENCY + CLIENT = PARTNERSHIP What is necessary to understand and bear in mind in order to maintain a solid and effective partnership that provides excellent communication results?

2. 600+ specialists ranging from
Journalists, Strategic Planners,
Developers, Social Producers,
Motion Graphics, Designers, Media
Sales, Home Economists etc
We are part of the
biggest content
marketing agency
in Europe
FrankfurtBerlin
Munich PragueLondon
Hamburg
Stuttgart Zurich Lisbon
Ljubijana

4. Social
Advertising
TV
Publishing
Tech
Digital
PR
Media

5. We help brands join the
conversations between real people

6. Real lives, real issues, real behaviours
Creating value for brands by putting
people first

7. we really
understand
people
so that our clients
can be a
relevant part of
their lives
we give
people content
they really want
so that our clients
can be a distinctive,
go-to,helpful ally
we give
people a reason
to choose
putting our clients’
brands top of the list when
theyare ready to buy

8. continuous event based
proactive
reactive
Business as usual
The steady flow of
planned content that
reinforces the brand
positioning
Campaigns
Building relationships with the
brand’s community
Live
Tapping into the
news agenda
Responsive
Joining the conversation around
events that engage the brand’s
audience on an emotional level
Part of people’s
conversations: all the
time, everywhere.

9. Effective content marketing
partnerships for excellent results

10. +

12. Sainsburys

13. Big ‘1993’ in the centre
surrounded by images form that
year…
1993

16. How we have evolved

17. Our contributors

18. Our results

19. Voted PPACustomer magazine of
the year 3 times
82mcopies sold since 1993
£85m+in copy sales
£100m+in advertising revenues
Still the biggest selling monthly food
magazine in the UK

20. Total, annualised incremental spend
amongst the magazine buyers was
estimated to be £30m higher than the
control group.
18x behaviourally-
matched test
and control groups
created in 2013.
Significant difference
was that the test groups
all bought a copy of the
magazine.
Purchasing behaviour and
spend tracked in the 8
weeks after the test group
members bought a copy
of the magazine.
Test group spent £1.7m
more on aggregate that
the control group in this
period.
…plus additional
sales of products in
Sainsburys

21. Sainsbury’s magazine is a unique proposition –
it operates both as a marketing tool driving
brand engagement with Sainsbury’s shoppers,
showcasing the quality of the products, as well
as delivering profit. It is a great success story continuing
to deliver results that set it apart from the competition in
the food magazine sector.
“
Mike Kenny, kiosk buying manager, Sainsbury’s
“

22. Sainsbury’s Magazine enables Nestle to reach a
defined target audience, not only does it allow the
brand to communicate a branding message but it
also enables brands to communicate in-store
promotions and drive purchases at point of sale
“
Associate Director, Mindshare
“

23. The partnership

24. How does the partnership
model work?
• joint publishing board
• single shared P&L to gross profit level
• both parties share cost & revenue
• split responsibility for agency & Sainsbury’s
• magazine sold for £2 per copy
• copy sales revenue circa £5m+
• advertising revenues circa £5m+
• shared profit on all brand extensions

26. Sainsburys and Seven today

27. Seven & Sainsbury’s
food fashion home
social media video online email instore press

28. There are lots of new content
marketing partnerships

30. But there’s a problem.

32. So, what makes an effective
content marketing partnership?

33. Specialist
editorial
experience
and
expertise
Relentless
focus on
people and
what they
actually
want
All partners’
interests are
aligned
An honest,
transparent
approach to
analysing
performance

34. Thanks for listening