To those who know London Review of Books, it’s essential reading in print and online. But it’s hard to describe to potential new subscribers, because it doesn’t really review books, and it’s not just about London – it’s about whatever its editors deem interesting and relevant. Working with subscriptions consultants Atlas, our job was to define and sell this iconic publication for continued growth.

Thinking
We interviewed 12 key stakeholders to establish LRB’s marketing Tone of Voice. We solved a challenge that they had been wrestling with for years – how to reflect the publication’s ethos and long-form copy engagingly on short-form channels.

Doing
We created a brand Tone of Voice that everyone on the team could get behind. From this, we developed a first campaign concept – press ads and OOH – that got round the problem of trying to define what LRB did and instead showed people the breadth of its content. LRB loved the idea and used it to great effect.

“Everyone on the team is happy with the final treatment built on your tone of voice and artwork suggestion. We’re seeing a good amount of orders coming in and positive feedback from our contributors.” 
Lucy Rogers-Coltman
Acquisition Marketing Manager , London Review of Books

“Working with you has been a revelation from our first meeting to the delivery of work. Rarely do agencies not only deliver what is promised but far exceed expectations.”
Renee Doegar,
Publisher, London Review of Books