Client: Penguin Random House
Project: Max Wolfe series
Key features: Campaign strategy, ATL campaigns, brand styling & campaign rollout.
Launching a new series can always be a delicate process especially with such a strong name associated. Penguin asked 20Ten to look at the whole launch strategy of the exciting Max Wolfe series by Tony Parsons. Set in London the ambition was not just to create one campaign but a style and brand look that would continue across the whole series, each time delivering richer and richer narrative. 20Ten have gone from developing the overall author branding through to being the complete ATL brand guardians, creating eye catching and stand out campaigns for both hardback and paperback releases.