Condé Nast is changing its tune, and to get the point across, it has launched a new campaign, Condé Nast Next Gen, which focuses on its new approach to content creation. The campaign, which will be shown across video, mobile, display, and social, was created by the company’s chief marketing officer Pamela Drucker Mann, its head of the creative group Raúl Martinez, and Bon Appétit creative director Alex Grossman. Over the past year, the company launched new brands with new points of view, like Vanity Fair’s The Hive, GQ’s T&E and GQ Style, and Bon Appétit’s Healthyish, while other brands are gradually being reimagined, like Teen Vogue, Allure, and Self.
“Condé Nast brands have always been at the forefront of provocative storytelling, but what’s organically happening right now is quite different,” said Drucker Mann in a statement. “Whether it’s Teen Vogue’s strategic pivot to more politically active editorial or the launch of Vanity Fair’s The Hive, there is a new energy at the company and it’s informing everything we create. Audiences are always searching for the next thing, but there is searching and there is finding – and they’re finding what they’re looking for in our brands.”
“The most important thing Condé Nast’s legendary editorial director Alexander Liberman told me was to always take risks and try new things,” said Anna Wintour, Condé Nast artistic director and editor-in-chief of Vogue. “It’s thrilling to see a generation of fearless young editors and creators carry that tradition forward. At a time when there is far too much disposable content in media, this company is investing in substantive and exciting talent who are creating brilliant journalism across all platforms that is finding a loyal and engaged audience.”
Check out the campaign, below.