Advertising Week Guide / Report

Advertising Week originally commissioned Dennis to take control of its show guides for the European and North American events. That partnership evolved into an opportunity to create an entirely new magazine in 2020 celebrating the advertising and media industry, and aligning with the Advertising Week events.
With only five weeks from initial concept to print deadline, we planned the structure, flat plan and layout of the new magazine, commissioning both internal and external writers, and leveraging the talent of the Dennis design team to turn that structure and those words into something visually inviting and engaging.
The magazine was split into distinct sections, each with its own visual and written style, allowing the reader to easily navigate and find the content that most interested them. That content spanned everything from profiles of industry trailblazers through the years and celebrations of the ads that changed the world, to a retrospective of the key milestones of the previous decade in the media industry. We printed 30,000 copies of the magazine to be handed out at Advertising Week Europe 2020.
For 2021 we changed tack due to Advertising Week Europe being a virtual event, and focused on the creation of a post-event trend report. Pulling key insights from the event itself, we explored 10 key trends within the advertising and media industry, bringing each one to life with an in-depth feature citing sessions and people from the event. Within the report we explored trends from diversity and inclusion to eSports and gaming, along with the rise of green marketing and the unprecedented success of streaming services.
Each trend feature was laid out with a design voice that spoke to the topic at hand, creating an instant feeling of alignment with the words on the pages. We also opened the trend report with a ‘quote wall’ showcasing some of the most insightful and important statements made at Advertising Week Europe 2021.
The trend report was exported digitally as PDF and shared with all registered attendees, delivering additional value and insight to a highly engaged user base.