April

Client: UK Government

We’ve partnered with the UK government to help readers understand how they can help refugees fleeing the war, in support of their ‘All together’ campaign. A full home page takeover, page skins and suite of ads accompany helpful editorial on ways to support the crisis.

Client: Gucci

Agency: Coty Prestige

Campaign Name: Gucci Guilty

Gucci Guilty wanted to align with the V&A's 'Fashioning Masculinities' exhibit, sponsored by House of Gucci Fashion. es magazine was working with the House of Gucci to style a shoot with Kojay Radical to represent ‘Fashioning Masculinity’ in the now. As well as showcasing Gucci’s current menswear collection, promoting the V&A exhibition with quotes from Creative Director, Alessandro Michele, es magazine moved its biannual Menswear Edition to publish in synch with the exhibit opening. Gucci Guilty Fragrance saw this to be the perfect alliance with both their desire to harness stronger ties with House of Gucci as well as partnering alongside ES London centric, fashion obsessed, audiences who would love the exhibit.

Results:

• 46% of es magazine readers who saw the wrap did not know about Gucci Guilty before seeing the cover wrap
• 53% of learned about Gucci Guilty after seeing the cover wrap.
• 26% said they will consider Gucci Guilty when next purchasing fragrance (this performed 4% points higher than the es mag benchmark)
• 25% of readers said the cover wrap encouraged them to find out more about Gucci Guilty
• 61% of all es magazine readers recalled seeing the Gucci Guilty ad on the cover of the ES Magazine

March

Client: Alula

Campaign Name: Cultural Oasis

The Cultural Oasis content partnership shines a spotlight on AlUla, a remote region of Saudi Arabia with great ambitions to establish itself as a global arts and culture hub. The project reveals the region’s storied past and its transition into a tourism hotspot, revealing the role that local communities will play in its transformation. The partnership will deliver a range of visually appealing, multi-media content produced by an Evening Standard on-location in AlUla, including digital interactive articles, video and an ES Magazine print feature, all supported by a full social campaign.

Client: Warner Bros

Agency: PHD

Campaign Name: Gotham Standard

We collaborated with Warner Bros on a fantastic full-scale print and digital campaign to promote the hotly anticipated new blockbuster, The Batman.

In a media-first, Warner Bros disrupted the Evening Standard masthead with a creative cover wrap, a standard.co.uk/culture channel take-over and vendor bills and trolleys posters.

This is the first time that a brand has ever used The Evening Standard’s masthead as part of a brand campaign, and the first time in some time that Warner Bros has used print channels as part of an integrated media campaign.

The campaign also leveraged the power of OOH to extend the campaign beyond the screen, on to the streets of London and into audiences’ lives. We worked with Kinetic Media showcasing The Batman cover wrap artwork alongside Evening Standard branding on 84 Kinetic InLink digital screens across the capital.

Results

78% of Evening Standard readers saw The Batman campaign

31% agree that creative ads are a great way to launch a film

35% learnt more about The Batman movie because of the cover wrap.

February

Client: La Prairie

Product: Skin Caviar Skin Lift Serum

La Prairie wrapped es magazine to launch their new serum, encourage bespoke consultations on LAPRAIRIE.com and drive traffic to their key retail door, Harrods.

The campaign came in wake of heartening figures as prestige beauty sales in the run up to Christmas boomed and when the campaign ran it was as Plan B restrictions eased and saw London traffic increase by as much as 50%.

Campaign results:

• 42% of respondents who saw the wrap did not know about the La Prairie range before seeing the cover wrap
• 50% of respondents who saw the wrap learned about La Prairie after seeing the cover wrap
• 20% said they will consider La Prairie when next purchasing skincare

Client: Fuller’s London Pride

Producers: Zinc Media

Campaign Name: Lawrence Dallaglio's Rugby

We have produced a brand new podcast with Fuller's London Pride, Rugby legend Lawrence Dallaglio and his best mates as they chat about recent games and share (not always flattering) stories of their time playing. Through the Six Nations and across the season, the former England captain will analyse the results as only a World Cup winning member of the Rugby Hall of fame can with friends from within the sport and celebrity fans. The Evening Standard’s Will Macpherson brings the latest rugby news, and hosts the in-show quiz “Over the Line or In the Bin” where Lawrence and guests vie to be crowned the champion of rugby trivia: do you know how the Calcutta Cup was made?

Client: Nutmeg

Agency: PHD

Campaign Name: Nutmeg TYE 2022

Focusing on readers who are assessing their key financial decisions for the year, Nutmeg worked with the Evening Standard to produce a dedicated four page ‘On The Money’ section looking at ‘How to get your finance fighting fit for 2022’.

Nutmeg were the exclusive advertiser and within the content, Studio 27 produced a half page advertorial looking at the ‘appeal of digital investments’ focused on Nutmeg products. Coming soon will be a second four page feature timed around tax year end, reviewing ISA considerations and options.

Working alongside a wider display campaign, the feature provided a highly contextual editorial environment to raise awareness of Nutmeg, showcasing them as the UK's largest Digital Wealth Manager and the investment options they offer.

January

Client: Samsung

Agency: Starcom

Campaign Name: Founders Forum

Samsung wanted to amplify their high profile sponsorship of the Founders Forum, a pioneering body which champions the positive impact of technology on our world and inspire a premium consumer audience of Life Maximisers to unfold their own potential with the Galaxy Z Fold2 phone.

Given the Evening Standard reaches 1 in 2 of Life Maximisers, we are pefectly placed to strenghten the Founders Forum connection and drive consideration of the Fold2. Engaging Life Maximisers on-site and beyond, with multiple edits of Samsung's own Founders Forum video content across Standard.co.uk and ES social platforms.

We curated a digital content programme to elevate some of the forum's most exciting Rising Stars and explore the positive impact curiosity can have on own personal success. A bespoke Galaxy Fold2 BrandStory was created to showcase key product features designed to provide ambitious Life Maximisers with the tools to enable their productivity and creativity. All housed in a premium, digital hub.

Client: Westfield

Agency: Havas

Campaign Name: The Agenda

As we go into a new year we celebrate the brilliant long term partnerships that continue to deliver standout for our loyal partners. 'The Agenda' is a long running partnership with The Evening Standard and is now in its sixth year! Westfield wanted to talk to our keen shopper audience and tap into their lifestyle interests and passions. 'The Agenda' was created and is now a highly anticipated regular editorial feature which showcases trends from the capital with a focus on food, fashion, beauty and entertainment. The snackable elements of 'The Agenda' draw the reader in and the long form content in print keeps the reader deeply engaged proving that strong branded content continues to provide an impactful springboard for our partners' marketing messages.

December 2021

Client: The Macallan

Agency: Zenith

Campaign Name: Discover Extraordinary

A 6 month partnership designed to increase awareness and saliency of The Macallan, specifically the Double Cask, to an affluent, urban and aspirational young audience which thrives on being ‘in the know’.

Discover Extraordinary is a dedicated digital lifestyle platform from the Evening Standard, in partnership with The Macallan. It combines insider knowledge, stories, reviews and recommendations from our editorial experts across premium Lifestyle interests, with a focus on appreciating the craftsmanship and creativity that elevates the ordinary to the extraordinary.

It comprises a dedicated channel on standard.co.uk, a series of native digital articles combined with BrandPost content directly from Macallan, a bespoke video, Brand Stories, ES Magazine content series and an Evening Standard coverwrap timed to coincide with an OOH takeover of King Cross. The partnership ensures The Macallan is relevant to a premium, aspirational audience, making it ubiquitous in their lives through premium lifestyle content that informs their choices and defines their world.

Client: Samsung

Agency: Starcom

Campaign Name: The World Made Possible - Laptop and Tablet Partnership

This partnership was created to demonstrate Samsung's reputation for Innovation, connecting products with lives. We wanted to inspire our readers on how they can unlock their own potential.

Our cross platform content programme spans video, print and digital series, Stories Festival session sponsorship, and sponsored intro segments of The Evening Standard’s Tech & Science daily podcast, recorded at Samsung KX.

All content will be promoted across our platforms and social channels and optimised using Permutive Audience Targeting, with click-through-urls integrated to all content to drive to Samsung.

Client: Google

Agency: OMD and Essence

Campaign Name: The Sustainables

The Sustainables has been designed to show how Google is helping real people and small businesses to survive and thrive through the pandemic, by shining a spotlight on those businesses that have used digital to adapt to a more sustainable future.

Working hand in hand with editorial we have created a perfectly integrated commercial and editorial campaign bringing the best of both worlds seamlessly together to form a campaign that is a partnership in the truest sense.

The campaign is made up of weekly editorial DPS’ alongside half page advertorials with perfectly aligned themes, weekly sponsored editorial in ES mag and digital advertorials. The whole campaign is tied together in a bespoke channel as part of the Optimist channel on standard.co.uk.