Sue Todd, partner at Wonder and a former CBS Outdoor marketing director, has been appointed as the chief executive of the new magazine media marketing body, dubbed ‘Project Orange’.
Todd will take up the post on 5 January next year, with the brief to launch to the advertiser community in the first quarter.
In the same manner that Newsworks has united newsbrands to sell their proposition to agencies and advertisers, Project Orange will work with the biggest consumer magazine media companies to help advertisers get the best return on their investment.
Backed by the UK’s largest consumer magazine media companies, the new marketing body will represent the combined power of around 300 magazine brands with collective advertising revenues of £473 million.
As CEO, Todd will be responsible for the development of the body’s identity, research and marketing functions, with a brief to help explain the “dynamic and powerful shift” taking place in magazine media to advertisers.
“Magazine media brands play a unique role in the marketing mix and their value is strengthening as the opportunities to connect with audiences through premium content grows,” Todd said.
“It is really important we as an industry engage advertisers with this proposition, and it is fantastic to see the industry’s leading consumer publishers coming together to make this possible.”
Todd has a strong track record working in commercial media, running specialist brand and culture consultancy, Wonder, with fellow partner, Gary Hollins, for the past seven years.
During this time, Todd has worked with range of communication and media businesses including MEC, Channel 4, Primesight and Microsoft Advertising. Previously, she was marketing director for Exterion – formerly CBS Outdoor – and, prior to that, was responsible for marketing at Emap Advertising.
The new marketing body will operate independently from the Professional Publishers Association. PPA chief executive Barry McIlheney will continue to lead the magazine association in promoting and protecting the interests of its 220 members around key issues such as lobbying, retail, training, and live events.
Kevin Costello, PPA chairman and Haymarket CEO, added: “Sue is perfect for the role, bringing a winning combination of commercial experience, media passion, and marketing expertise.
“We need to help advertisers understand and achieve the very best return on the very powerful multi-channel content proposition offered by magazine media and I am very much looking forward to Sue taking up the role and our launch in Q1.”
