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Bauer Consumer Media PPA Award nomination

Press Release:

Local business nominated for national award

An advertising campaign designed by Peterborough design agency Why Design has been short-listed for the 'Direct Marketing Campaign of the Year' award by the Periodical Publishers Association (PPA).

Why Design's 'Magical Savings' campaign helped their client Bauer Consumer Media, one of the UK's leading magazine publishers, increase subscription sales year on year and deliver their most successful Christmas campaign ever.

Why Design was commissioned by Bauer Consumer Media - the publishers of household titles including Motor Cycle News, Today's Golfer, FHM, Heat, Grazia and Empire - to design the creative component of their 2009 Christmas subscriptions advertising campaign. Why Design developed the creative concept of magazines hanging on a Christmas tree to show each magazine being magically transformed from a bauble. This reminded consumers of the magic and excitement of Christmas whilst delivering the key message: buy a magazine subscription as a gift. In addition to a direct mail campaign, the creative was also used magazine advertising, magazine inserts, carrier sheets and
special offers.

Del Cruft, Creative Director of Why Design said:-

"Whilst creativity is all-important, our approach is to ensure our clients understand, and are part of, the design process. We aim to become a key member of the client's project team. It was fantastic to be part of Bauer's Christmas subscription campaign team, even if it was in the middle of summer!"

Emma Perks, Direct Marketing Manager at Bauer Consumer Media added:-

"From the outset, Why Design made us think differently and challenged our preconceptions. We also really valued the way that they worked as part of our team. We delivered a campaign which took our response to a different level and as a result we are delighted to be working with Why Design again on our Christmas 2010 campaign."

The winner of the award for Direct Marketing Campaign of the Year 2009 will be announced in November, as part of the PPA's Customer Direct 2010 event. These awards celebrate and reward excellence in all aspects of subscriptions marketing, showcasing the most innovative magazine marketing practices in the UK.

marketing design ppa nominated bauer ad


  • Image files for the 'Magical Savings this Christmas' campaign are available on request from 01778 560788.
  • Why Design is a professional graphic design and web design agency based in Langtoft, Peterborough. For more information and to view its portfolio visit or call 01778 560788.
  • The Periodical Publishers Association ( is one of the UK's largest and most effective trade associations, and is one of the leading magazine trade bodies worldwide. Its job is to promote the interests of the UK magazine and business media industry.
  • 'Customer Direct 2010: Subscriptions & Beyond' ( is the flagship event of the PPA's Customer Direct Marketing group. It will take place in London on 10 November 2010.

Bauer Media's portfolio of powerful media brands touch over nineteen million UK adults every week, connecting audiences with excellent content, whenever, wherever, and however they want. In print, on radio, tv, or online, Bauer Media spans over eighty influential brand names, covering a diverse range of interests, including heat, GRAZIA, Closer, Motor Cycle News, FHM, Parker's, MATCH!, Magic 105.4, Kiss 100, Kerrang!, Q Radio and the Big City Network (our group of 20 locally connected radio stations). No other media group in the UK can provide access to millions of personal audience relationships, or offer the breadth and depth of our award-winning cross-platform brands. Our unique insight into the markets and consumers we serve allows us to work closely with our clients to develop innovative solutions that truly create a difference.