Anglo American: Optima magazine
How to optimise a global stakeholder magazine
First published in 1951 and distributed biannually to 18,000 opinion-formers around the world, Optima is Anglo American’s flagship publication. Its mix of expert insight and project reports helps position the mining company as the leading innovator in its field.
It wanted to relaunch with a sharper focus on the group's strategic and environmental objectives, while respecting the magazine’s heritage.
The result is one of the most admired stakeholder magazines in the business. Its classic and unfussy design is complemented by a more dynamic use of photography and specially commissioned illustrations.
But it's the thought-leadership content that really marks it out. Each issue we interview, and commission in-depth features from, some of the most influential people in the energy and resources world.
People like former BP chief executive Sir John Browne; Sir David King, who as the chief scientific adviser to the UK government raised the public profile of climate change; WPP chief executive Sir Martin Sorrell; and serving presidents including Liberia's Ellen Johnson Sirleaf and Rwanda's Paul Kagame, who in July 2012 was telling Optima readers:
"Without energy we will not be able to break through our development ceiling, for all the will in the world. The absence of electrical power is akin to development enslavement of our continent and its people."
Benchmarking consultancy Gatehouse scored Optima ahead of any of its peers, with 29 marks out of a possible 30, and full marks in five out of six categories. A responsively-designed online version with filmed sections of magazine content could further enhance the reach of this must-read title.
The Content Marketing Association features the title as one of its Showcase examples of effective editorial engagement by brands.
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