The Challenge

Since the world of business is fast moving and unrelenting, Fortune magazine is a play by play book for business for it’s readers. Through research we found that people read the magazine cover to cover and then apply that information in their own business lives. It’s an unparalleled rule book and play book for business. We needed to remind Fortune readers that Fortune was the unique place to turn.

The Solution

We leveraged Fortune's behind the scenes access to Bill Gates, Donald Trump, Alan Greenspan and Richard Branson and others to highlight how Fortune Magazine is truly at the center of the business world. This unparalleled access makes Fortune the true play book that people can turn to learn the real life rules of business.

The "Business Rules campaign" uses actual editorial photography from the magazine and shows well known business people in candid moments living in their individual worlds. It shows how the iconic movers and shakers of the business world are making the rules as the go. It sets out to inspire others to learn and apply to their own lives. The campaign ran in all Time Inc publications as well as online advertising and out of home in major metro areas.

The Result

Kept Fortune squarely in the lead in the hearts and minds of the C-Level business exec. It also helped keep ad page revenue high as ad sales proved that the target was invaluable to advertisers.