Adweek is the leading source of news and insight serving the brand marketing ecosystem. Adweek’s award-winning coverage reaches an engaged audience of more than 6 million professionals across platforms. As a touchstone of the advertising and marketing community, Adweek is an unparalleled resource for leaders across multiple industries who rely on its content to help them do their job better.
As an ever-evolving organization, Adweek acquired Marketer Moves, a unique content platform for marketing leaders featuring interviews with CMOs and resources for brand marketers at every level. Adweek wanted to integrate the Marketer Moves platform into its digital environment without losing what makes it special and valuable to its loyal and dedicated audience in everything from content management to style.
Vindicati interpreted Marketer Moves, its brand and how it appealed to their audience. We learned what systems Adweek had in place to support the new content and designed a new home for Marketer Moves content – under its new identity, “Inside the Brand” – on the Adweek platform. All of this was done with deep respect for and maintenance of Marketer Moves branding while making it function as part of the Adweek family.
How Will This Work?
Vindicati conducted guided discussions with editorial, sales and technical teams to understand the breadth of what we should achieve. Introducing another brand can be tricky and ensuring a publication’s efforts continue without a hitch can be even trickier. Once we determined what the appropriate brand hierarchy was, we could work with the teams to structure a logical user experience on adweek.com
Simplicity with Structure
By listening to the teams, Vindicati was able to identify a flexible template structure and information architecture that would support the new publication’s needs while maintaining their brand under the new publication. The new design carried elements of Marketer Moves over while expanding on their publication and story telling abilities. The focus was and remained CMOs, but now it would be easier to reach them.
In four weeks, Vindicati redesigned Marketer Moves as “Inside the Brand.” We implemented the new publication on WordPress to stay inline with the technical requirements of Adweek’s technology team and opened the door to additional publishing capabilities for the Inside the Brand team. In this way, Inside the Brand can continue the publication on an Adweek platform and concentrate on great content moving forward.