Publication Advert
Brand 360 Applications
Perception
Culture
Operations
We positioned Potter Clarkson as an FMCG thought leader with a bold “Protect Your Shelf” campaign in FMCG CEO Magazine. The 3D visual and clever messaging simplified complex IP topics, boosting visibility and strengthening the firm’s reputation for packaging protection among 15,000 senior industry decision-makers.
Potter Clarkson had deep expertise in intellectual property protection for FMCG brands, but wanted greater visibility within the sector among the senior decision-makers who needed to hear from them most. With complex legal concepts that can be difficult to communicate quickly and compellingly, the challenge was to cut through in a highly competitive space, positioning the firm as the go-to authority on IP protection for packaging, in a single piece of creative.
We were tasked with communicating the importance of IP protection for packaging, for a full-page advert that Potter Clarkson had secured within FMCG CEO Magazine, which targets the top 2,000 CEOs in the food sector.
Our Approach
The campaign needed to translate complex legal concepts including trademarks, patents, design rights, trade secrets, and licensing agreements, into a visually clear, engaging message. It needed to be something that resonated with readers and was bold for people flicking through a magazine.
To stand in the busy magazine, we chose a clever pun designed to be memorable. "Protect Your Shelf" wasn't just a way to raise a smile however, it was a strategic decision. "Protect" is the language of intellectual property and "shelf" immediately aligned it with FMCG (fast-moving consumer goods). The likeness of this to the phrase "protect yourself" provides a double meaning, suggesting IP protects your products and your business.
The advert featured a 3D-rendered carton illustrating how different IP protections safeguard packaging, paired with concise, compelling copy: “Effective packaging boosts your brand, attracts customers, and drives sales but without IP protection, it’s easy for competitors to copy. Can you afford to take that risk?”
The result was immediate visibility on the magazine’s first page, reinforcing Potter Clarkson’s expertise and raising awareness of their services among 15,000 senior decision makers, strengthening their market positioning as a go-to authority on IP protection.
Instant Exposure
The advert was placed at the front of the publication, reaching a potential 2,000 CEOs across the FMCG industry.
FAQs.
Print works best when you need to reach a highly specific audience, you want a slightly extended shelf life compared to digital options, and what to build trust and authority. For Potter Clarkson, a first-page placement in FMCG CEO Magazine put their message in front of exactly the right 2,000 CEOs, in a context where it carried genuine authority. When the audience is niche and the publication is trusted in this way, print can outperform digital significantly.
Yes. If it's in the right publication, with the right placement and a concept strong enough to stop a reader in their tracks. The key is that the creative has to work hard enough to earn attention and communicate the proposition in a single glance, which is why concept and execution matter so much. For Potter Clarkson, first-page placement combined with a memorable concept meant the advert reached its audience with immediate impact rather than competing for attention in a crowded digital feed.
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Vol 3D