Time upbeat as new ads roll out

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