MediaClash Customer Publishing

08.09.2007

Savills Case Study

Overview

Savills is a leading global real estate service provider listed on the London Stock Exchange. Established in 1855, it has over 180 offices and associates throughout the Americas, Europe, Asia Pacific, Africa and the Middle East.

The MediaClash creative team was tasked with the mission to breathe fresh air into the title and, ultimately, make it work harder for both Savills and its readership.

Objectives

• To encourage vendors to instruct Savills to market their property
• To publish a magazine that is serious about the business of selling property
• To develop a brand affinity with Savills customers
• To raise awareness of the full range of Savills services
• To complement other existing communication channels

Solution

The MediaClash creative team repositioned the title as a magazine that would perform three key editorial functions: as an effective marketing tool that keeps clients informed about trends in the property market; as a brand builder that recreates the unique experience Savills provides its clients; and as a reader reward which is considered as a genuine benefit and, importantly, a good read.

This was achieved by increasing the editorial coverage in the magazine, while at the same time redesigning the look and feel. A photo-led news section was added to tell stories about recent developments, and a features section offered the reader an in-depth read which was previously missing. A services directory at the back, printed on a different paper stock, informed the Savills’ customer about other areas of the business. Throughout the magazine extra layers of editorial engagement were added to enhance the reader experience.

We are currently undertaking research into the effectiveness of the magazine, in conjunction with Savills.

We are delighted with the relaunch of the all new Savills Magazine which gives a broad insight to the breadth of Savills business, covering a wide range of disciplines. Our client feedback has been incredibly positive and we look forward to developing the magazine globaly in 2008.

Ian Stewart, Director, Savills