Financial title on circulation drive campaign

According to FM brand manager Mxolisi Buthelezi, rmg:connect/JWT was able to identify where the potential for growth in FM's reader market lies and provided a hardworking strategy, underpinned by excellent creative ideas.

"It also displayed a clear understanding of a variety of communication channels that will allow us to adopt a highly-targeted approach to our marketing drive, made more effective by the agency's ability to turn things around quickly," he adds.

rmg:connect SA managing director and JWT business development director, Jim Faulds, says he is especially excited to work on the FM brand, as the project provides the agency with an excellent opportunity to 'flex its CRM/RM muscles'.

"This kind of campaign ties in perfectly with rmg's vision of helping to build more connected and profitable relationships with its clients and their respective customers.

"As such, we're already taking an in-depth look at the FM's reader base in an attempt to hone in on exactly who is reading the title. This will allow us to segment its reader base into more defined groups and then tailor offers around the needs of specific readers, such as large corporates," explains Faulds.

This will be achieved through the use of innovative and unusual communication channels that will differentiate the FM brand.

"We're acutely aware that the FM's reader base has a rich and diverse make up, so it certainly won't be a case of one campaign fits all," stresses Faulds.