The GroupM agency has developed platforms to launch VIP Magazine, an extension of the iconic men’s magazine, Playboy, here in Asia.
One content platform includes the Playboy Party, which will partner brands including Mini, Armand De Brignac Champagne and Heineken, for a private party event, where five contestants stand to win all-expense paid dates with the magazine’s Playmates.
One content platform includes the Playboy Party, which will partner brands including Mini, Armand De Brignac Champagne and Heineken, for a private party event, where five contestants stand to win all-expense paid dates with the magazine’s Playmates.
AXN Asia is the media and production partner and the search for the five men will be aired on the channel, published in VIP’s first issue and streamed through AXN’s and VIP’s interactive communities. The Playmates tour will also be aired on the latest AXN production, The Duke, a glossy men’s magazine show.
“The venture is leveraged on the new Mindshare Value Exchange Framework of blending our core skill of contact planning with the skill of content planning,” said Jimmy Lim, executive director of Mindshare Singapore.
“This venture has shifted the dynamics of the relationship between agency and media owners, from a reseller structure to a partnership model. We are looking forward to developing more sponsorship platforms and content partnerships with media owners like VIP and AXN, to create competitive advantages for our clients.”
