Happiness at Last for Magazines and E-Commerce? Newly Spun off from Conde Nast, the Lucky Group, under Gillian Gorman Round, Sets out to Achieve What No Other Publisher Has

By Bazilian, Emma | ADWEEK, November 10, 2014 | Go to article overview

Happiness at Last for Magazines and E-Commerce? Newly Spun off from Conde Nast, the Lucky Group, under Gillian Gorman Round, Sets out to Achieve What No Other Publisher Has


Bazilian, Emma, ADWEEK


This summer, Lucky, the 14-year-old "magazine about shopping," made a surprising announcement: It was merging with e-commerce company BeachMint and spinning off from Conde Nast as an independent company. In addition to the existing print magazine, the new Lucky Group will include a website with a heavy e-commerce focus, set to launch early next year. The Lucky Group's president, former L'Oreal marketing executive Gillian Gorman Round, sat down with Adweek to talk about the marriage of magazines and online shopping, what she likes in an ad and Lucky's new direction.

ADWEEK: You were recently selected as a Clio Image Awards juror where you'll be choosing the year's best integrated campaign. What do you think makes for a successful integrated campaign?

GILLIAN GORMAN ROUND: I think you have to start with what makes a really good campaign, which is some form of hook that you use to reach your target audience. Whether it's an outdoor campaign only or it's social and Web and print and TV, the starting point is the same. For me, what makes a good integrated campaign is a marketer understanding what each of the different mediums needs to do as a role within the campaign. Sometimes it's about deciding not to use a medium. I see some clients who want to do all things simultaneously, but my sensibility is that it's more about what's right for your brand, your message and your consumer.

It's often said that there's much less risk-taking in advertising, especially when it comes to fashion brands. Why do you think that is?

There are a lot of other factors and interests around board tables in some of these companies now, and so the ultimate owners might have less taste for risk. Also, many campaigns now have to be global campaigns, and what is acceptable in one culture versus another is very different. Brands are catering to the safest common denominator.

What are some of your favorite recent campaigns?

Thinking about the world of fashion, I love what Chanel's doing at the moment with their fashion and accessories campaigns. They are really mixing up their model choice--it's younger, it's funkier, but it's still so Chanel. The fact that they're juxt a positioning a model with pink hair and a nose ring and a boucle jumper is very cool. I also love the Prada campaign with James McAvoy. He's not a traditional Hollywood heartthrob. He's an intelligent actor, and I think that the campaign reflects that, which is to his advantage and to the brand's advantage. Outside the world of fashion, the campaign that had me weeping was the Procter & Gamble "Thank You Moms" campaign. It made me think of P&G as not a conglomerate of different brands but as something with a soul. Emotion is a very useful tool in advertising.

This fall, Lucky officially spun off from Conde Nast. E-commerce will be a major focus of the new company, but when you look at magazines that have attempted to get into e-commerce, no one has really succeeded. Why do you think your strategy will be successful?

Many traditional media companies have attempted commerce. We did years back with My Lucky Shops, which was a big deal at the time. …

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