To raise awareness and establish Closer as the No. 1 Women’s Weekly title

Objective: Reclaim the spot as the UK’s number 1 celebrity weekly

Challenge: Cut through and differentiate the product offering in an increasingly competitive category

Creative Solution: Create a flexible advertising template and quick-turnaround production process that allows the advertising to be customized weekly, putting the focus on breaking stories

Media: TV

Results: Campaign resulted in 10% sales uplift, allowing Closer to recapture the crown as the number 1 celebrity weekly in the UK