Vangardist Magazine by Saatchi & Saatchi Vangardist Magazine designed by Saatchi & Saatchi
Vangardist Magazine by Saatchi & Saatchi Vangardist Magazine designed by Saatchi & Saatchi
Breaking free Cosmopolitan cover in partnership with Karma Nirvana, image courtesy of Leo Burnett Breaking free Cosmopolitan cover in partnership with Karma Nirvana, image courtesy of Leo Burnett

Preview: Mission media

22 : 06 : 2015 Brandstanding : Polarity Paradox : Cosmopolitan

London – In this week's microtrend, we examine how media brands are becoming empowered by Brandstanding and taking up causes that may be alienating.

  • Brandstanding is a trend we identified in 2011, where more brands were letting their political stances be known
  • Media brands are moving away from the conservative guise of objectivity to push new agendas

From Cosmopolitan’s D&AD-winning cover that viscerally depicted an honour killing, to Vangardist magazine’s issue printed with HIV-infected blood, media companies are no longer shying away from taking a potentially polarising stance. While previously magazines such as Cosmopolitan would not want to alienate readers, these brands, among others, feel the time is now ripe to put their weight behind a cause.

‘It as an issue of social responsibility, rather than just a marketing technique,’ explains Mirza Sprecakovic, creative director of Vangardist.

The Big Picture: For more on how media brands are creating incendiary and empowering content, read our Mission Media microtrend.

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