If you’re Condé Nast and you own some of the most powerful brand names in the world—Vogue, GQ, Vanity Fair, Bon Appétit, the star-studded list goes on and on—you can’t sit still and let your advertising and subscription base decline. So they’re always challenging us to develop direct response tactics, whether it’s direct mail, digital & social ads, landing pages or email that outperform their controls. But growing that subscriber base is only one part. We’ve also explored ways to help them drive new revenue—whether it’s entering the subscription box market with the Allure Beauty Box, making digital subscriptions totally seamless through Amazon, launching Bon Appétit’s first cookbook or exploring advertising concepts that introduce new ways to monetize their powerful brands. It’s the kind of business transformation challenge we most love.
So did everybody else. Then we proposed a more fitting way to inspire their millennial target.
In an industry where it’s all about price, we gave American families more compelling reasons to actually like and choose DISH.