Bauer Media has announced the launch of a new digital media brand for “constantly connected, influential” young women.
The Debrief, described by the publisher as a multi-platform brand for the ABC1 20-something woman, will launch in February next year and will deliver content that mirrors the “24/7” behaviour of a new consumer generation.
The move is described as a “digital-first” launch for Bauer, with the The Debrief demonstrating the publisher’s “acute understanding” of audiences.
“The Debrief is a hugely exciting new launch for Bauer Media and a great addition to our powerful portfolio of media brands,” said Paul Keenan, Bauer Media UK’s CEO.
“It demonstrates our commitment to understanding audiences and delivering world-class content at the right time and through the right channels. The Debrief will develop to be on all platforms relevant to this audience.”
After the huge success of youth brands such as Vice, The Debrief will also seek to use “emotion and humour” in its fashion and beauty editorial and will try to be “funny and frank” in its sex content.
The platform, which will use real-time data to “constantly evolve” both the editorial and commercial offerings, will also offer recommendations for clubs, bars and restaurants as well as food, books, TV and film.
Abby Carvosso, group managing director, London lifestyle, Bauer Media, added: “The Debrief’s realism, tone of voice and 24/7 content will engage our highly targeted audience and offer new and innovative opportunities for our brand partners, working as a 360 degree brand across owned, earned and paid channels.
“The Debrief girl is open to all experiences and is embracing this era of disruption. She spends a lot of time navigating through a highly fragmented digital landscape and we believe as a brand we can distil the daily agenda for her – literally debriefing her. We want to create, curate and celebrate the moments that matter to her in her language and on her terms.”
The Debrief will be headed up by Lauren Holleyoake, publishing manager of Grazia and group digital director, Mark Hardy. The content team will be led by Hattie Brett, launch editor of Graziadaily.co.uk and assistant editor of Grazia.
Creative agency Gravity Road is working with Bauer Media on the creative concept, design and launch plan.
