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10 create Graham & Brown magazine & national ad campaign
10 Associates have created a powerful national advertising campaign and lifestyle magazine for leading wallpaper brand Graham & Brown – who the team have worked with over several years – playing a strategic part in creating the autumn re-launch of the household favourite, and UK’s number one brand, Superfresco. The lighthearted campaign extends the name to Superfrescoooooooooooh!.
The second campaign is a range of ads that achieved the objective of firmly positioning the Graham & Brown brand into the mid to top end of the home decoration market, with adverts that are both impactful and humorous and exude a subtle but distinctive authority that is associated with the brand’s personality. 10’s creative includes strong colour visuals accompanied by wordplay ads such as ‘Graham in Brown’/Graham and Brown’; ‘Grim/Tonic’; and ‘Drab/Fab’ and copy lines such as ‘Get the wow with wallpaper’. Both campaigns are being used across national media and lifestyle magazines such as Elle Decoration, Ideal Home, House Beautiful, and Good Homes.
The super glossy lifestyle magazine entitled ‘WhatWallsWant’ is a full-colour 50 page publication packed full of details on products, trends, features and interviews – everything from the world of wallpaper. The magazine is being distributed through trade magazines such as IdFX and Blueprint, and is available to download as a PDF from the Graham & Brown website. The magazine’s target audience are key decision makers across a broad range of retailers, interior designers and prospects.
As well as a unique creative marketing tool to promote Graham & Brown’s large product range, ‘WhatWallsWant’ is helping to champion the fashion for patterned wallpaper that has been sweeping the UK for the last 18 months. Pioneered by Graham & Brown, wallpaper is back in a big way.
Jill Peel creative director of 10 said:
“The Graham & Brown account is a designers dream. They have creative vision yet stay true to the core values of the brand. The two advertising campaigns have a strong sense of fun, yet look truly stylish, reflecting the fashion and beauty of the wallpaper. The magazine, ‘WhatWallsWant’ is a powerful marketing tool giving centre stage to the Graham & Brown story and all that it entails.”
The standard of the work that 10 have produced is excellent, and has been very well received by the target audiences. We are a highly creative organization and that brings with it strong views, and our own ideas. Some agencies can find this awkward, but 10 are happy to work with us developing our ideas, improving them and adding plenty more of their own with such strong visual interpretations that they have successfully added value and gotten across in imagery what our business is all about. Better still, to cap it all off, it’s great fun!Alan Kemp
Marketing Manager, Graham & Brown