Time upbeat as new ads roll out

Time Asia has rolled out a multi-million dollar regional print and television campaign to build and reinforce its core brand value as a 'must read' magazine. The campaign also coincides with the publication becoming edgier and more upbeat under new editor Adi Ignatius. Conceived by Bates, the theme of the campaign is "Our Time", a slogan that reflects the reality and truth of the world, with the visuals and editorials reflecting every aspect of our life - from environmental and cultural to social and political. Said Bates ECD Iris Lo: "It is a true representation of our time, our perspective, our world. It reflects truth and reality as covered by the magazine." This is the first time that Time has appointed a 4As agency to support the development of its marketing and advertising strategy in Asia. "The partnership with Bates is a reflection of our commitment to the ongoing investment in marketing the Time brand and the further strengthening of our position as Asia's leading publication in 2001 and beyond," said Time Asia publisher Andrew Butcher. Added Time Asia promotion director Anne Pappas, "The ad campaign will appeal to readers both intellectually as well as touch on issues close to their hearts. Our message is that Time is more than a source of news, providing an added perspective and a point of view that may be controversial or provocative." Said Mr Butcher, "Time and Bates will be working closely together on developing and implementing the strategy targeted to the elite 'go-getting' community - intelligent people who embrace change and are receptive to new ideas and thought-provoking editorial." The campaign rolls out in trade titles early this month followed by regional consumer magazines and selected television networks across Asia-Pacific, starting in mid-January. The TVCs were shot in eight Asian countries to capture the true essence of the different cultures that can be found in the region and presented on-air in true, journalistic style, said Bates Hong Kong MD Chris Leong.

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