Bauer Media is a large entertainment network founded in 1875 that owns many lifestyle magazine brands in areas like fashion, travel, and cars. It is Britain's largest magazine publisher, with titles like ELLE, Grazia, and Motor Cycle News. Bauer Media distributes content through both print and digital platforms, building connections with audiences through cultural insight. The company's advertising team works across all brands and platforms. Case studies provided show how Bauer Media partnered with brands like H&M and Candy Crush to promote campaigns through Bauer Media's magazine and online platforms, increasing engagement for both Bauer Media and its advertising partners.

1. Bauer Media

2. Institution
• Bauer Media is an entertainment network of iconic,
multi-platform brands
• founded in Hamburg in 1875
• owned by Bauer Media Pty Limited
• own leading lifestyle brands such as heat, Closer,
Grazia, Mojo and Empire as well as authoritative
specialist titles such as Motor Cycle News, Mother
& Baby, Parkers and Car.

3. Magazines
• Britain’s biggest magazine publisher
• magazine heritage started in 1953 with launch of
Angling Times and acquisition of Motor Cycle
News in 1956
• women’s weekly magazine, Take A Break, has
long been the UK’s best selling weekly title, and TV
Choice, the UK’s biggest selling magazine

4. How do they distribute to
audiences?
• includes print shops, postal, distribution and
marketing services
• ‘In an era where audiences are ever harder to
categorise, we build strong cultural connections,
drawing people together with the things that they
really care about. Our brands become the lens
through which our audiences see the world.’
• Our focus is on deep consumer insight and instinct,
and when they collide, the sparks fly!’

5. Advertising
• Bauer Media advertising team is led by Group MD
Abby Carvosso
• they work across all brands and platforms to deliver
and create advertising solutions against their
valuable audiences

6. Case Studies: H&M Ladylike
Campaign
• The Challenge: the brand’s autumn/winter collection challenged the stereotypes of femininity
featuring entertaining, opinionated, off-beat, fearless, bad-ass, independent and free-willed women
- Bauer Media needed to build discussion and currency around the campaign
• Customer: appeals to ELLE’s audience, smart, spirited, sophisticated and stylish
• The Solution: The ‘Ladylike Night’ - an ELLE inspired event that celebrates women who embody
this ethos across the different life interests of fashion, creative, sport and design
• Bauer Media gave the ELLE audience the opportunity to hear first hand from ‘ladylike’
Australian women who have made their own success
• event live-streamed on Facebook offering ELLE and H&M’s audience opportunity to join
conversation, virtually
• Bauer Media created additional content featuring the Ladylike talent including an editorial
piece, the smart woman’s guide
Bauer Media leveraged the influence of the ELLE brand, harnessing all ELLE touch points: print,
editorial, online, Facebook, Instagram, eDMs and Snapchat to promote the event and H&M

7. Case Studies: Candy Crush
• The Challenge: the mobile game Candy Crush is much loved but some fans
weren’t playing it as often. Bauer Media needed reignite their passion for the
game and get them to start playing again
• Customer: audience (female Candy Crush players, aged 44+) love Bauer
Media’s brands that entertain and offer them escapism, time out and fun:
Women’s Day, Take 5, TV Week, OK! Mag
• The Solution: Bauer Media reminded their audience of their love of the
game with the high impact executions - in titles that their audience read for
entertainment and escape. They integrated Candy Crush colours into puzzle
sections as well as its characters into a ‘Spot the Difference’ game.
• The Results: actively reminded their audience that they enjoyed playing the
game and drove activation delivering a 25% uplift in their target audience
playing the game