Reader's Digest picks OgilvyOne

Reader's Digest publishing director Ajay Shukla said the publication has embarked on a growth plan to position the magazine among a wider target market and open up new channels of access for new as well as existing subscribers. Commenting on the challenges involved in the brief, OgilvyOne manager -- West Kaizad Pardiwala said: "It would be to position Reader's Digest to a younger target audience and drive additional subscriptions. Also, delivering measurable results through direct channels and eliciting new insights on consumer and channel response through various tests." Pardiwala felt the quality of creative work played a large role in tilting the balance in favour of OgilvyOne. "Also, our ability to portray a realistic business scenario for Reader's Digest, based on response and conversion levels, cost per acquisition, return on investments (ROI) and lifetime value of the customer helped in winning this account," he said. "The pitch included a tough environment scan, which included a competitive scan as well as a detailed brand scan. OgilvyOne also approached current consumers of Reader's Digest who fit the target audience definition, as well as lapsed users and non-users. "The consumer insights garnered from this research, coupled with what the brand stands for, went a long way in helping us arrive at our strategy," said Pardiwala.