When Heeb Magazine came out with its 12th issue
last month, we suspected it had some work done. Turns out the glossy of choice
for irreverent young jews got a makeover from those meshugines at thehappycorp.
According to the agency’s blog, they collaborated in making changes to Heeb’s
print layout, letterhead, web design and branding.
Heeb isn’t the only magazine of late to seek help from a
creative agency in its branding. The trend is not far from the image burnishing PR shops do for everyone from Bonnie Fuller to Opus Dei.
Print media is in a state of crisis, but they can still bank on their brand—if
it’s a strong one. Tapping experts to build that brand and maintain its
relevance makes sense.
This intersection of magazines and agencies is an
interesting one. At the PSFK conference, the point was raised during the “Media
as Creative Agency” panel that The Fader has agency backings (Cornerstone
promotions). Then John Lee from Theme said his magazine has When John Lee from Theme magazine asked the panel about plans to open agencies, Sascha Lewis from Flavorpill said his company already had one (under a different name).
plans to open a shop of it’s own.
It seems like media and creative agencies go together like cereal and milk–good, unless they get too mushed up.
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