Case Studies

John Brown /What's Next, Sappi

MEDIA > Print

The Brief

Sappi began working with John Brown in 2009 after its takeover of M-real's fine papers division. Through this acquisition Sappi became a major player in Europe's publishing industry, but its profile amongst end-users of its papers still needed to be strengthened.

What's Next magazine came to life in February 2010 - the ‘Birth' issue - with the following objectives:

  • Help position Sappi at the forefront of the print media industry, promoting its brand values
  • Be a platform for the new range of Sappi's papers - the articles and imagery must perfectly marry with the premium papers used
  • Reflect Sappi's position as a market leader through the highest-quality written content and visual beauty
  • Be perceived as a serious magazine with a modern, exciting and original editorial agenda, provoking debate and providing insight into the future of print media
  • Help make paper choice a key decision involving all players in the publishing process    

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