Media strategy agency Vizeum has teamed up with publication Broadsheet. The collaboration has resulted in the creation of ‘The Next Guide’ – a sub-brand that shifts the focus from reviewing what’s on to forecasting trends and identifying the next big thing.
Created by Vizeum, the partnership has allowed BMW to gain access to Broadsheet’s editorial expertise, with the annual campaign including content creation, custom published online and print editions, talent access, ‘money can’t buy’ experiences for readers, and an exclusive event – all designed to drive ongoing engagement throughout the partnership.
Three Next Guides will be published across the year, each exploring 10 movements mapped to BMW brand values and key models. The Next Guide will be the largest scale content partnership Broadsheet has ever created and collaborated with a brand.
Stuart Jaffray, general manager of marketing, BMW said, “For BMW, this is a perfect brand fit, we get exclusive access to talent and assets, engage new audiences with ideas that matter to them, and create content for the future. This is the beginning of a partnership that is more than the sum of the parts, and something we’re excited to be associated with.”
Travis Day, managing director of Vizeum Melbourne, said, “The team spent much time proactively shaping and refining the partnership with Broadsheet and BMW, and it has led to work that is unique, valuable to all, and long-lasting. Partnerships like this embody our ethos of creating connections that count.”
Credits:
BMW
Stuart Jaffray – General Manager of Marketing Nick Keen – Marketing Communications Manager Stephanie Woods – Integrated Marketing Manager Vizeum
Ron Ferdinands – Head of Strategy
Lisa Vercoe – Business Director
Belinda O’Connor – Business Manager
Cecillia Ma – Digital Manager
Broadsheet
Nick Shelton – Publisher
Rene L’Estrange-Nickson – Advertising Director
