Mob 

Telecom approached Jones to develop a strategy for publishing a customer magazine which was initially to focus around Telecom Mobile, but with a view to growing to encompass other Telecom brands such as Xtra and Boost Mobile. Telecom was looking for a partner to be responsible for the total production of the magazine, and to create a format, design and editorial pitch in keeping with Telecom's status and communication objectives. Taking Telecom's suggestion of a quarterly title, we developed a concept for a magazine which would strengthen the relationship between Telecom Mobile and its existing customers, inspire brand loyalty, heighten awareness and increase the uptake of new Telecom Mobile products and services. It would also attract new customers to the brand and grow Telecom Mobile's share of the business market. Through independent editorial it would reinforce Telecom Mobile's association with other desirable brands and experiences and provide good quality information to the customer. The magazine would also serve to draw more attention to Telecom Mobile's advertising, marketing and sponsorship campaigns and support its core brand values. We felt the current design of many existing customer publications was dated and generic, and so in partnership with Maxim Group we developed a title and masthead along with a fresh and contemporary design that helped position the magazine as a credible and modern consumer-style publication in a global context. When done correctly, a customer magazine takes on a life of its own, rather than simply being an extension of its parent brand. The less like a brochure and the more like a magazine the final product looks, then the more credibility it has with the target readership. This means including cover elements such as a unique masthead and subheading, no obvious logo, a RRP, on-sale date and coverlines referring to independent content. Inside the magazine we proposed a variety of advertising positions, contents page, letter from the editor and credits for those working on the publication as well as the writers and photographers on each story. Mob is now a magazine which helps Telecom Mobile owners feel particularly passionate about 'their' brand, and the way it reflects their desire to be unique individuals while still being part of a greater whole.

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