Harvard Business Review: Do You Subscribe to the Power of Ideas?

These ads, seen in serious reads like The Wall Street Journal and The Atlantic, sure are light for as heavy a client as the Harvard Business Review would seem to be. And that's the point, as fa

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These ads, seen in serious reads like The Wall Street Journal and The Atlantic, sure are light for as heavy a client as the Harvard Business Review would seem to be. And that's the point, as far as agency Hadrian's Wall is concerned. "The Harvard Business name is both a blessing and a curse," says strategic planner Elizabeth Brown. "It elevates the perception of the content, which secures its position as the highest echelon of management thinking. However, the actual content is a lot more accessible and practical than the average business person would think. This advertising helps to address that disparity." Adds AD Chad Verly, "Though the audience is sophisticated, it's still important to create a more approachable persona for the magazine, to help to make HBR feel less academic." But at the same time, as writer Geoff Berg notes, since it is a sophisticated audience, "you don't have to connect all the dots for them. In that sense, by being so understated the campaign shows an appreciation for the audience's intelligence."
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About

Credits
Date
Mar 06, 2006
Client:
Harvard Business Review
Creative Director:
Kevin Lynch
Art Director/Illustrator:
Chad Verly
Copywriter:
Geoff Berg
Agency:
Hadrian's Wall
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