A revolutionary approach to magazine publishing has resulted in a number of new business wins for Edinburgh-based agency White Light Media.
The agency took an innovative stance to attracting new business by launching an independent publication, Hot Rum Cow, a drinks magazine for enthusiastic amateurs. Esquire USA has since hailed it as one of the 80 things that define us today in its October 2013 issue.
As a result, Hot Rum Cow has not only picked up a stream of awards, including the coveted IPN Designer of the Year award for Creative Director Eric Campbell, but it has also generated a significant amount of new business. And all from organisations keen to have a little Hot Rum Cow magic injected into their projects.
New clients include the London Wine Fair, who, inspired by Hot Rum Cow, commissioned a complete brand redesign. The agency is also working with Primark and Associated British Foods (ABF).
As word continues to spread about Hot Rum Cow, its stockists are growing and now include Barnes & Noble in New York, the Museum of Modern Art in New York, Selfridges and many other high-end retail outlets across the world.
The innovative agency has also recently collaborated with Stewart Brewing to launch a limited edition Hot Rum Cow beer. It was warmly welcomed into the world on 8 May by both beer aficionados and enthusiastic drinkers alike.
Primark, ABF and London Wine Fair aren’t the only clients to appear on the award-winning agency’s books this year. A new project with the University of Liverpool is in the early stages, and White Light Media has also recently successfully completed a redesign of Standard Life Group’s flagship internal communications magazine, Standard, following a successful re-pitch late last year. The magazine has been transformed and is now fully compatible with all media devices, making it more accessible for staff.
White Light Media’s CEO, Fraser Allen, commented on these successes: “During the depths of the recession we took the view that if we were just another content marketing agency saying and doing the same as everybody else, we wouldn't have a future. We had to think differently and offer something genuinely innovative, creative and intelligent. Launching our own magazine, Hot Rum Cow, has opened up a whole new world of opportunities to us by showing what we can do for clients. As a result, we're launching a second independent magazine of our own this summer, which revolutionises the B2B magazine model.
“The most exciting agencies are the ones that are thinking differently – and that's often smaller, more flexible organisations. As Malcolm Muggeridge once wrote: 'Only dead fish swim with the stream'.”