HOME

PCM Publishers is/was undoubtedly a
publisher of quality dailies in the Netherlands.
They represent about 3 to 4 highly respected newspapers. As respected as they were by the general public, their marketing machine was a
bit rusty. Especially with the online market gearing up and offering all kinds of new and different approaches in advertising, advertisres were looking for creative ways of putting their ads in newspapers. Till that point the sales machine of PCM had been sleeping. An intensive internal investigation pointed out the weakest parts of the organisation. Our brief
was to blatently admit the wrong doing
and lack of initiative by PCM and from there on build a new brand personality by telling what would change and offering new ideas thus opening conversation with media agencies and advertises tout le monde. But first an apology. The newspaper origami was another way of showing flexibilty and thus good intensions.
As the tagline proclaims: QUALITY. FLEXIBILTY.

Media agencies. We have learned our lesson.

Photographer: Sigurd Kranendonk
Copywriter: Bernd Weeke
Origami artist: Joseph Wu, Canada
Pre-press: Edge Premedia

After the first ad in which PCM apologized for their lack of initiative and incomplete service towards advertisers and media agencies galore it was time to come back with a newly spirited message in which they unfolded their new plans and initiatives. A lot more would be possible from now on. A round ad? Unusual but not impossible.

Advertisers of Holland. We are changing course.

Photographer: Sigurd Kranendonk
Copywriter: Bernd Weeke
Origami artist: Joseph Wu, Canada
Pre-press: Edge Premedia

This ad was hitting the subject of change home. Therefor the chameleon. As the 3rd ad in the sequence this talks about admitting earlier mishaps, understanding and the need to change.

The advertising world is changing. So is ours.

Photographer: Sigurd Kranendonk
Copywriter: Bernd Weeke
Origami artist: Joseph Wu, Canada
Pre-press: Edge Premedia

This was a plea directed to ad agencies. In the old days print was like a big medium but as the years progressed TV became more interesting for them to work on. More glamourous
maybe? I have always thought print was more difficult but so much more rewarding. It is also
a more intimate process. Ever been on a tv commercial set? So in safe guarding the quality of the printed medium we have to touch upon the issue of the good print concepts. This ad was a contest that promised some free ad
space.

Ad agencies of Holland. Is there enough talent left for a good print concept?

Photographer: Sigurd Kranendonk
Copywriter: Bernd Weeke
Origami artist: Joseph Wu, Canada
Pre-press: Edge Premedia