Risk Pays Off: Team One Wins Cannes Media Gold and Silver for Lexus

In early 2009, Team One took a risk into uncharted territory with an idea to reinvent the magazine…and the risk has paid off.  The agency has been recognized with two wins at the prestigious Cannes Lions 56th International Advertising Festival for its “Reinventing the Magazine” campaign, which was created for luxury automaker Lexus.  Awarded two Media Lions - a Gold in the "Best Use of Magazines" category and a Silver in the "Cars and Automotive Services" category - Team One (part of the Saatchi & Saatchi Network) is the only U.S. agency to medal in either of these two very competitive categories.

“We are thrilled to have been recognized by the global ad community for an idea that we knew at the onset was groundbreaking,” said Paul Silverman, Team One’s executive media director. “But that idea would never have come to fruition without the inspiration of a great product, a forward thinking and supportive client, full agency collaboration, and the valuable brand assets and partnership of Time, Inc.”

Besting more than 22,000 entries, the innovative endeavor invited consumers to literally create their own magazine by choosing editor-selected content from Time Inc. and American Express Publishing brands to create a free, personal, customized magazine, appropriately dubbed “mine.”

Based on the interests, input, and passions of the reader, “mine” represents a first in the evolution of magazine production and consumer interaction.

The winning campaign was developed for the launch of the 2010 Lexus RX.  “For the driver-inspired theme of the RX, we wanted to communicate in a way that demonstrated a like-minded commitment to user-inspired innovation,” said Chris Graves, chief creative officer at Team One.  “Just as the new RX has reinvented the luxury sport utility vehicle around the driver, we decided to reinvent the magazine around the reader.”

In addition to 36 pages of customized editorial content, “mine” included four single-page ads for the Lexus RX, each of which contained specific personalized copy for every individual  recipient based on geographic location and taste in content.  “That literally translated into millions of individual, one-of-a-kind ads,” said Graves.

Participants were given the option of receiving their six custom publications either digitally or in printed copy via mail.  All 31,000 hard copy subscriptions were claimed within weeks, along with more than 20,000 digital copies.  Seventeen percent of participants opted in for additional Lexus information, and the campaign garnered more than 332 million editorial media impressions.

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine


Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…