Bauer media uk creds june 2017

Editor's Notes

1. I know that some of you are probably already aware of the broader context of the business but I thought I’d remind you about where Bauer Media in the UK fits into the bigger Bauer picture – this will hopefully help to explain what the role of Commercial Marketing. So worldwide Bauer reaches over 200million consumers in 19 countries via Broadcast Digital & Print properties
2. And Bauer Media in the UK plays a significant role in the overall reach of the Bauer Group We have over 600 different brand properties in the UK and reach 25.7million consumers that ‘s 50% of the UK population
3. OUR BUSINESS IS DYNAMIC AND OUR FOOTPRINT CHANGES DAILY We are constantly developing our product; platforms and spaces to reflect demand and shifting cultural trends.
4. OUR BUSINESS IS DYNAMIC AND OUR FOOTPRINT CHANGES DAILY We are constantly developing our product; platforms and spaces to reflect demand and shifting cultural trends.
5. This means we are No 1 Radio broadcaster in Europe No 1 UK Publisher No 1 Digital commercial Radio Broadcaster
6. So what we have to communicate from a commercial marketing perspective is that Bauer Media is an entertainment network of iconic, multi-platform brands built on cultural connections with audiences. We have five main platforms and obviously a vast number of brands across all of these platforms.
7. BACKGROUND This new narrative has been created to provide a cohesive & consistent strategic vision for the business that is equally relevant whichever department you work within. It was created using insights & stories from across the business gathered via a series of workshops in the early part of 2016.   It reflects the way consumers think about Bauer brands not just how we think of them, providing an interesting perspective on broader consumer themes and marketing dynamics to prompt discussion. This demonstrable proactivity and dynamic thinking is highly relevant to audiences; both consumer and B2B and will help cement Bauer as a leading content producer and home of iconic brands.   POSITIONING This is an opportunity for Bauer to stand for something a bit different…Cultural Marketing. It’s nothing new – it’s what we have always done, but as media agencies place the squeeze on commoditized buying, we need to elevate the conversation. Long-term, deep rooted brand partnerships like those with Boots, Wickes, Jamesons are what we want to cultivate. They are the content rich, asset deep solutions which grab headlines, win awards and position Bauer as the partner you want to engage on every brief. To that end we do need to make sure we do have the same take on some of the language we use, so we have created some definitions based on a Bauer point of view.   What we mean by ‘culture’ We think of culture is as a collection of thoughts, ideas, attitudes and perspectives which reflect the people we are today   What we mean by ‘cultural marketing’ This strategic vision positions Bauer Media as experts in cultural marketing This means that Bauer Media’s strategy is not based purely on consumer insights – ie what people are doing right now – but also on where behaviours, values & attitudes are changing. Bauer Media brands get behind movements and deep trends in the prevailing culture relevant to their audiences. Bauer Media’s is made up of a network of content creators who are careful observers of the culture around them – spotting what is relevant to their specific audiences - and who are able to anticipate the issues that will be important in their audience’s future. In this way, Bauer Media is able to identify movements that their own & commercial partners’ brands can connect with & get involved with. It helps to support the principle that, in the developing advertising landscape, it is paramount that advertising messages are delivered in the context of quality content whether that is beautifully crafted & relevant journalism or culturally specific entertainment.   What we mean by ideas with ‘cultural impact’ Ideas with cultural impact place brands within the culture and content we define, making them authentic and providing cultural capital in the eyes of the audience. The ideas are alive; they change and evolve in line with audience reaction and this makes their impact deep rooted.