Magnetic, the new marketing agency for magazine media in the UK, has today announced that it will officially open its doors to customers in March.
Through the exploration of the evolving role that magazine content plays and its influence on consumer behaviour, Magnetic, previously known as Project Orange, hopes to help agencies and advertisers gain more value from the changing media opportunities that magazine brands present.
Sue Todd will head up the company as chief executive, while former Dentsu Aegis Group global executive director, Mark Cranmer, has been appointed as Magnetic’s first chairman.
Mediatel’s Jo Tomlin will join Magnetic as communications director, bringing with her experience from Yahoo, AOL, Time Out and Exterion Media.
The news follows the release of the latest consumer magazine ABC data, which revealed a mixed bag of results for magazine brands across both print and digital.
“Magazines play a unique role in people’s lives, audiences are growing and content and format options continue to diversify,” said Cranmer.
“Our role is to convey the compelling effectiveness of this audience relationship in today’s dynamic media market. There is much to be optimistic about for magazines as quality content increasingly becomes the decisive battleground for attention. We have a wonderful story to tell.”
Todd added: “Mark and Jo bring to Magnetic a brilliant combination of customer and consumer insight alongside deep commercial and marketing experience.
“As a team, we’re looking forward to working in a new way with advertisers to show the return that can be gained by investing in some of the most trusted and valued content spaces in UK advertising.”
