Edgy, streetwise, down with the kids ;-) ? No. You’re spot on. We’re not talking about the core values of Haymarket Network. Because after building our brand based on 60 years’ publishing tradition, and earning an industry reputation as an expert in specific core markets, we’re never going to claim to be the youngest, hippest agency on the block.
So what should we do when one of our long-established clients challenges us to help them make more of their growing portfolio of young fashion brands? Well, we could always pull on some dad jeans, tuck in a tight white tee and pretend to be the Simon Cowell of the content agency world. Or we could seek out and mentor a fashion and music start-up in the heart of Shoreditch’s creative community.
It was this experience that Haymarket Network’s editorial director Simon Kanter recounted to a packed audience at this year’s PPA Festival day in May - together with Heather Falconer, executive creative director of Spindle - in a discussion about new and unexpected collaborations moderated by Mark Frith (magazine guru behind such brands as Heat and Smash Hits).
Kanter described how Spindle is currently working with Haymarket Network to meet the challenge posed by our client Sports Direct, which wants to imbue its fashion brands such as Firetrap and Kangol with contemporary cool. The Spindle proposition is simple – and the perfect solution. It brings fashion brands and music together and makes content that works for both (placing fashion with the right bands and bands with the right fashion).
The Spindle community and its associates offer a very new way of working that provides Haymarket Network with access to skills and thinking that can help us offer our clients and Haymarket’s owned brands innovative methods to deliver content using a range of skills and contacts we don’t have to hand. While at the same time we can introduce light-touch commercial and strategic creative rigour to help Heather fast track Spindle’s ambitions.
It’s an unlikely partnership that brings benefits to everyone involved.
Spindle Agency is a creative agency that connects fashion and music with brands to create great content. You can follow them here