'Welcome to the weekend,' says News Inserts Magazines (NIMS - News Magazines)

Our weekday lives are hectic. We consume 300% more information than we did 50 years ago. Every day we are exposed to thousands of messages. Our brains simply cannot process this much information so how can advertising be expected to cut through the clutter?

This was the problem facing News Magazines, so they engaged Gen.a to reposition NIMs in the minds of media buyers as an effective and engaging way of connecting with their target audience. It was also an opportunity for News Magazines to highlight their new simplified purchasing process for media buyers.

With newspapers being an essential part of the weekend ritual, our concept was born from the idea that a weekend headspace equals effective ad space.

Gen.a worked with News Magazines to develop a sales kit for media buyers, the focus of which was a printed leave behind that played on the idea of ‘inserting’ key messages within a weekend headspaces. The printed booklets were supported with a 90-second sizzle reel that helped bring the presentations to life.

According to NIMS, the presentations were a resounding success. News Magazines saw noticeably strengthened relationships with key clients.